Acronis: Racing Ahead by Redefining Visibility in Cybersecurity
Acronis is a global leader in cybersecurity and data protection, operating in a category that has become increasingly noisy and saturated, particularly in the GCC.
Cybersecurity dominated headlines, inboxes, and conference agendas, making it difficult for any single brand to stand out or shift perception. Despite its scale and credentials, Acronis faced the challenge of cutting through established narratives driven by long-entrenched competitors and repetitive messaging.
The question was not about credibility but about visibility. How could Acronis capture sustained media attention and differentiate itself in a crowded market while reframing how cybersecurity is discussed?
The initial communications push, launched during GITEX, focused on four clear objectives:
Establish a distinct and recognizable image for Acronis within the regional cybersecurity landscape.
Introduce and popularize the concept of Cyber Protection as a broader, differentiated category.
Create a clear association between Acronis and high-performance sport to reinforce differentiation and memorability.
Drive media interest and registrations for the Cyber Protection Summit.
The brand lacked a distinct identity in the region.
Competitors offered similar cybersecurity and data backup solutions.
Established players had a significant head start in market visibility.
Acronis needed a watertight strategy to position itself as a trusted technology authority in cybersecurity and data protection.
Reviewed recent press releases, corporate messaging, and review sites to understand market narratives and competitor positioning.
Market intelligence showed no technology company had clearly claimed the Cyber Protection specialist space.
Research highlighted growing challenges for women in the region working in cybersecurity and technology.
Awareness was low around Acronis’ Unicorn status and its $147 million funding round led by Goldman Sachs.
GITEX Technology Week, Formula 1, and the Cyber Protection Summit were identified as anchor moments to establish Acronis’ distinct identity in a crowded cybersecurity market.
The strategy focused on creating a clear, ownable category and associating it with high-visibility platforms where performance, resilience, and data protection matter most.
Leverage Acronis’ Unicorn status as a credibility hook for media and potential customers.
Directly link Acronis with sports and live events to demonstrate the real-world importance of data protection.
3 Events: GITEX, Cyber Protection Summit, Women in Sport & Technology panel
Cybersecurity + Backup = Cyber Protection
$147m Funding: Highlight Acronis’ growth as a Cyber Protection specialist backed by Goldman Sachs
* Highlighted Acronis’ Unicorn status and Goldman Sachs funding.
* Released a thought-provoking “Backup Is Dead” article to challenge category norms.
* Targeted business and technology media are already covering competing cybersecurity vendors.
* Provided media and visitors with access to Cyber Protection Summit registration and product trials.
* Strategically staged the Cyber Protection Summit during Formula 1 week in Abu Dhabi.
* Integrated sport through the Acronis Cyber Dragon Cup featuring Inter Milan legend Dejan Stanković.
* Secured live streaming through MENATECH, extending reach to an existing 100,000+ database.
* Delivered exclusive media access during Abu Dhabi Formula 1, including a visit to the Williams Racing team pit.
* Hosted an interview with Manchester City legend Joleon Lescott at the Acronis Suite, linking elite sport and cyber protection.
* Generated coverage from the Women in Sport panel featuring Susie Wolff, Claire Williams, and Jamie Chadwick across key regional media.
Generated 142 clippings positioning Acronis as Cyber Protection experts, plus 67 clippings highlighting Unicorn status.
Secured 22 media visits and interviews, delivering an estimated 400 million views.
Attracted over 40 media attendees, including 30 local and 10 international outlets.
Achieved 153 clippings from the summit, with strong references to sport and women in sport, and over 500,000 views on social media.
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