Avast

Verified.Me Launch

Intro:

Verified.Me, a first-of-its-kind and blockchain-based digital identity verification network, was launched by Avast (formerly SecureKey Technologies, Inc.) to help reduce the risks of oversharing data and increase privacy around identity verification. Developed in cooperation with seven of Canada’s major financial institutions – BMO, CIBC, Desjardins, National Bank, Scotiabank, RBC and TD – this new network was designed to help consumers verify their identities when accessing online services with greater privacy, security and trust.

Brief:

Kaiser & Partners (K&P) was engaged to design and launch a comprehensive national and bilingual media relations campaign to celebrate the launch of Verified.Me.

Outcome:

Overall, the campaign resulted in 112,275,734 media impressions through 564 stories, in English, French and over 10 other languages from coverage around the world – surpassing the original campaign goals by 60% and 464%, respectively. Media coverage was sustained in the months since the launch, and K&P assisted further in developing marketing communications materials and conducting outreach for new verticals to drive network participant recruitment.

Since the launch, Avast developed strong brand association and received ongoing interest from media for additional commentary on the topic, with many media, analysts, research and industry reports referencing Verified.Me as a leading model for identity verification.

The launch positioned Verified.Me as Canada’s leading digital identity network, while also amplifying Avast’s role as a trusted industry thought leader. In recognition of the campaign’s exceptional results, Avast and K&P were awarded by the Canadian Public Relations Society for Best Use of Media Relations, Best Marketing Communications, Best New Product or Service Launch and was a finalist for Best in Show.