Our first point of contact with new Avira customers – which we decided to expand as well to potential customers (but not without difficulty).

We decided on a threefold aim, to drive:
- Avira Account usage, downloads of our additional free solutions, and social media shares (as if in a loop).

One difficulty we faced was that the above aims serve very different purposes. The result was to position the page as the sort of resource that someone would naturally want to bookmark and be able to return to (as it contains download links for a over a dozen free software solutions, which come up in a lightbox slider when you click the protection or management category boxes).

Another initial obstacle was to word the page in such a way that both new customers and potential customers (coming via shares) consider setting up their Avira Account an apropos 'welcome' – so "We have an Avira Account waiting for you" was the resulting message.

For the primary image, we opted for something to symbolize the start of a nice relationship between Avira and our customers, combined with a feeling that your life is happier when you know you are well protected.

For social share buttons, we went with not only the networks where our presence is strong already (i.e. LinkedIn, Twitter, Facebook), but as well with networks where we would like for it to grow (e.g. Xing and VK).