The Art of Cyberwarfare
A high-impact B2B Direct Mailer for BAE Systems, the leading provider of threat intelligence to the US and UK governments.
Problem
With sophisticated cyber attacks on the rise, businesses can no longer rely on conventional security tools to protect their critical assets. What they need instead is a system like Threat Analytics, which harnesses the power of military-level behavioural analytics to pre-empt potential cyber attacks.
Solution
We sent C-suites a mysterious art puzzle—a pictorial representation of cyberspace with “hacks” embedded in it. They had to find these “hacks” with some clues (actual tactics cyber criminals use to launch an attack). As they played “cyber detective”, they experienced, first-hand, the importance of knowing their enemy’s next move.
Effie Awards Singapore 2017, Category: David vs Goliath—Silver
Marketing Magazine's Marketing Excellence Awards 2016, Excellence in Integrated Marketing (B2B)—Gold
A mysterious art puzzle to get the attention of C-suites in the most unexpected way.
Art puzzle (close-up) with financial motifs to strike a chord with C-suites in the banking and insurance sectors.
They had to find the embedded "hacks" with some clues (inspired by actual tactics cyber criminals use to launch an attack).
As the C-suites played “cyber detective”, they experienced, first-hand, the importance of knowing their enemy’s next move.
Once they were done, they could hang the art puzzle in their office as a decorative and conversational piece.
A lasting reminder of Threat Analytics.
Accompanying letter
Pass-on card (front)
Pass-on card (back)
Animated bus stop ads – in the CBD, where C-suites frequented.
LED Video at Raffles Place
An interactive billboard game based on the art puzzle captured more than 1,200 completed plays.
ATL Concepts for Business Class airport lounges where C-suites frequent.
Executive Creative Director: Shayne Pooley
Senior Art Director: Joe Tan
Copywriter: Tay Huizhen
