How Acronis Used Events and Sports to Create a New Category
Cybersecurity has for the last couple of years been a thorny issue around the globe, and to a certain extent the GCC region.
Acronis’ positioning was obviously not going to be easy mainly because the cybersecurity space was crowded, and the media already had their inboxes full of information from the existing players. So, how did Acronis finally manage to get the attention of the media and other stakeholders?
We launched our first communication during GITEX with corresponding PR campaigns to:
Craft a unique image for Acronis
Popularize the term ‘Cyber Protection’
Create a distinct association with Sports and Acronis
Secure media and registrations for the Cyber Protection Summit
The brand lacked a distinct identity in the region
Competitors had similar products
Competitors had a head start in the region
Acronis needed a water tight strategy to be positioned as a technology expert on matters cyber security and data backup
Reviewed recent press releases, corporate and review websites to determine what the market was offering and what clients were saying.
1. Market intelligence revealed that no technology firm had emerged to claim the Cyber Protection specialist title.
2. It also emerged during research that women in the region were increasingly finding it challenging to excel in the industry.
3. Not many knew that Acronis had been awarded Unicorn status with a whopping US$147 million funding by Goldman Sachs.
The annual GITEX Technology Week Expo, Formula 1 and a Cyber Protection Summit were identified as the perfect opportunities for Acronis to establish its distinct identity in the region.
The multi-pronged approach and strategy included:
Use Unicorn status as hook for media and potential leads
Directly associate Acronis sports teams and highlight the need to protect their data
3 events - GITEX, Cyber Protection Summit, Women in Sport & Technology panel
Cyber Security + Backup = Cyber Protection
Highlight US$147 million funding for Cyber Protection Specialists Acronis by Goldman Sachs
We generated 142 clippings (Cyber Protection experts) and 67 clippings (Unicorn Status).
There were 22 media visits and interviews with an estimated 400 million views
Over 40 media attendees including 30 local and 10 international
153 clippings of the summit with generous mentions of sport and women in sport and over 500k views on social media