“White Hats Wanted” among Adweek’s Best Media Plans of the Year
Adweek ran its annual “Best Media Plans” special issue today, which included our “White Hats Wanted” campaign for the U.S. Army. The campaign was recognized in the “Best Use of Insights” category.
The piece quotes two of our lead creatives, Dan Donovan and Mat Bisher, about the campaign, which aimed to recruit skilled hackers to help fight cybercrime. Over the last 10 years, cyber attacks on U.S. government institutions has risen 1,300%. The TV ad featured code that contained a secret message challenging hackers to solve a decryption puzzle. “The Army wanted to have control of how the back-end experience worked,” said Bisher. “So we weren’t in complete control once that user journey happened of trying to crack the code.” Ultimately, the conversion rate of those that participated in the challenge and contacted the Army about joining the White Hats was 15 times higher than the Army’s average.
Read the full report in Adweek here: http://www.adweek.com/creativity/media-plan-of-the-year/