PR > Data & Measurement
M3 COMMUNICATIONS, Sofia / PCLOUD / 2016
Overview
Credits
CampaignDescription
Main goal of the campaign was to add one of the most valuable brand features to the company’s image, namely – brand trust, by demonstrating to people that pCloud’s encryption service is the most secure way to protect your personal and corporate data.
How could it be proved that pCloud Crypto is the most secure cloud storage service? By challenging hackers from all over the world to break into pCloud’s encrypted (locked) folder. If no one can hack pCloud’s security, this would mean that the company’s encryption is unbreakable.
To make the project extremely attractive to the media and the target group and thereby to spread the word about it, pCloud and our agency. relied on three key elements: seductive prize of USD 100,000, the secret motive referring the folders content, as well as the hackers topic which always enthuses the curiosity of the wide public.
Execution
pCloud Hacking Challenge started back in September 2015, in order to prove the quality of the encrypted security system the cloud storage company offers. More than 2,200 hackers from all parts of the world tried to hack into the encrypted system and get the initial prize of USD 20,000 with 0 being successful.
When the Challenge entered Round 2, the company didn’t change the rules, but raised the prize fund fivefold – to USD 100,000 or the equivalent in Bitcoin.
To spread the world about pCloud Crypto feature worldwide the Challenge was presented on three of the most significant tech events worldwide in 2016:
- CES – the global consumer electronics and consumer technology trade show;
- MWC – world's largest exhibition for the mobile industry;
- CeBIT – the world's biggest computer technology trade fair.
Thousands of visitors and international media representatives wanted to learn more about the service.
Outcome
- 1,000,000 new users
- 0 successful hacks
- 2,800 participants
- Over 14,000 hacking attempts from 92 countries
- 200 articles in print and online media
- 2,000,000 people reached on Facebook
Relevancy
pCloud Hacking Challenge is a masterpiece work of both high creative, and effective value. The campaign is result oriented, required a close interaction of the users with the security cloud storage service and turned the biggest "enemy" of the online security - the hackers, into the brightest ambassador of the company's top advantages. In the end, the Hacking Challenge attracted 1,000,000 new users to pCloud.
Strategy
The important strategic point was to make this project as visible as possible so that the message could reach the target group, which consisted of people who are familiar with the cloud service advantages, men and women, 18 – 40 years old people, generating significant amount of information: photos, documents, music, videos, people who need to store and access their files whenever and wherever they would like to.
Proving that pCloud’s security is unbeatable would build positive attitude towards the brand and would result into real action – part of the target group representatives to become pCloud’s clients.
Synopsis
People see it as problem – Our agency sees it as an opportunity
There are two main reasons for people not to use cloud services: because they are not familiar with them or because they do not trust them.
Our agency decided to focus on the second problem and find the most convincing way to prove people they can trust pCloud and distinguish the company among its competitors as one of the most secure cloud storage services. pCloud Hacking Challenge is a unique campaign, which has gathered people from around the world and succeeds in proving there is nothing to break its encryption system.
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