Product: Norton Anti-Virus Software
Objective: To launch Symantec and its new Norton Anti-Virus version 5.0 and Bio Y2K /2000 Bios Fix and Check into the DR marketplace. This marks Symantec's first venture into television.
ONYX and Symantec also use pricing to drive urgency and offer a Y2K Bios and Fix as a free bonus with a systems package as an upsell.
Production Challenge: Although Symantec's products are already well known in the computer software marketplace, the company wanted to reach consumers who are new computer users and are somewhat intimidated by computer technology and the vast variety of products available for use with computers. ONYX designed a short form response spot that introduced the Anti-Virus software to this new market, demonstrating the product's obvious benefits and ease of use while promoting a sense of security.
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ONYX Productions shot on location in Southern California. We built on the branding of the #1 Anti-Virus software in the world by adding DRTV to increase sales.