Project: Trend Micro Titanium Launch


Nobody likes to think about insurance. Anti-virus software is just like insurance and we had to come up with compelling ways to market it time and again.

At PJA Advertising + Marketing, my co-creative director and I were responsible for servicing the Trend Micro account, of which PJA was the Agency of Record. Trend Micro is one of the global leaders of Internet security software. In addition to marketing products to small businesses and enterprises, we also helped to market their consumer products.

The company was launching one of their most important products in years and we developed an extensive global campaign that attacked the one problem users complain most about antivirus software: they slow down their PCs.

We proclaimed that Titanium was “Internet security that won’t slow you down” and every campaign touchpoint supported this idea. The executions included print, outdoor, digital outdoor, online, rich media, radio, point-of-sale and even a video game. The protagonist is a proxy for all end-users who are exasperated by their current security software slowing down their computers. This was a global campaign that ran in the United States and in the United Kingdom.

Medium: 360° integrated campaign
Client: Trend Micro
Agency: PJA Advertising + Marketing
Role: Creative direction and art direction
Date: October 2010