Good news with an app that downloads the bad.
AIG established, and was an early leader in, the cyber-security insurance market. By 2012, numerous new entrants had blurred the line between AIG’s CyberEdge risk management solution and those of its competitors.
AIG asked Burson-Marsteller to help reassert its leadership across 47 countries. The idea was to develop a sophisticated CyberEdge app for iPad that would track global security breaches in real-time on a data breach map and provide breaking security information and news. It would engage its target market in an era of major intrusions into large companies’ databases, at a time when executives sensed they were not keeping up with growing cyber threats. And it would keep brokers informed on cyber security and help them sell the CyberEdge service.
Burson-Marsteller used the creative and digital know-how of Proof, its advertising and marketing division, and the cyber-security industry insight of its research arm, Penn Schoen Berland, to develop a unique and effective campaign. AIG and Burson-Marsteller created a toolkit that reflected the new tone and messages, focusing on the CyberEdge iPad app.
The campaign has been a huge success: CyberEdge sales have grown nearly 30 percent year-over-year to date and the iPad app has been downloaded nearly 4,000 times.