Virus Infection Killer: December 2012

Rationale
Through this assignment, we’ve to chose an advertisement that we dissatisfied and state the reasons why we does not approve the advertisement. Our main objective is to explore the main problem of the ads and re-advertised the product/brand. In another side, we also learned how these advertisement is related to the culture and society. Out of all those advertistment, we’ve chosen Kaspersky as our main advertisement that we strongly disagree and how it relates to the culture and society.

Kaspersky is an antivirus program designed to protect users from malware. Through advertising, Kaspersky had been a well-known brand all over the world. Kaspersky mostly using famous celebrities or famed icon internationaly to advertise Kaspersky anti-virus program.

Kaspersky made a good use of famous celebrity to advertise their products and eventually the product became well-known all over the world because of the celebrity. Once the brand are well-known, people will try to find out more about the products because their idols are advertising for the products. Once again, the celebrity characteristic does not bring out the main value of the product, which is protecting and destroy viruses of malware. The advertising are not strong enough to represent the image of Kaspersky which is fighting off the virus from malware.

For example, Jackie Chan is a well-known celebrity for his martial arts and action drama. Most of the Kaspersky advertisement used Jackie Chan as the ambassador. From our opinion, Kaspersky is an anti-virus software, which is more related to technology and electronic devices. What we discusses that martial arts doesn't has any relation towards anti-virus software. In the culture and society, the advertisement may mislead the audience that Kaspersky is an useful software in fact Jackie Chan had the martial arts that convince the consumer using Kaspersky will definitely defend them for viruses.

Besides that, in Malaysia, Dato’ Lee Chong Wei is the ambassador for Kaspersky’s advertisement. Dato’ Lee Chong Wei is a professional badminton player which represents Malaysia in Olympic's badminton. Definitely, sports has no relation to Kaspersky nor electronic devices. Using athletic celebrities to advertise the product might not be strong enough to promote Kaspersky because Kaspersky is an anti-virus program where sport celebrities and Kaspersky doesn't share any similar characteristic.

Kaspersky’s advertising can be improved in another way without celebrities endorsement. Kaspersky could have their very own mascot/icon which represents their product purpose, characteristic and tagline. A custom icon that is more related to electronic devices will convey better message to the audience. Characteristic of strong, muscular, intelligent and have a strong knowledge in IT would be suitable for the icon. These individuality characteristic which belongs to only Kaspersky could brings out the main purpose of Kaspersky was established where it is able to destroy the virus that invaded the computer rather then using characteristic that already portrait by the celebrities.

Iron man, is our main inspiration. Basically Iron man is a superhero, that mainly uses electronic device to save his own life. Therefore, we created a mascot for Kaspersky which used the colour scheme of the product on the icon. The mascot are most likely green, red and white. Besides advertising, giving out brochure may be a good option too. Brochure is the most workable traditional way to deliver messages, promotion or etc. It works because people can read about more information what is Kaspersky and how does it function. In addition, a USB drive would be attached on the brochure and distribute it as a free gift to the readers. USB drive is an electronic device that allows people to save their file and bring it everywhere they goes. Eventually, every human being in the world loves free gift.
It may cause a lot of budget to create this, but it would be a good beginning to attract and introduce the revolution of Kaspersky. The USB drive is designed with the Kaspersky's mascot head on top of the flash drive. It has a female and male version. This makes the USB drive special and interesting that would be loved by the audience.

Apart from brochure, we considering to use elevator as a second media of advertising to target office workers who use computers frequently. We are going to stick sticker on the door of the elevator showing virus infection and when it open there is a robot of Kaspersky killing the virus. Information can be get through standing in the elevator. The purpose of advertised in the elevator because people usually do nothing while waiting in the lift till they reach to their floor. This would makes them read and understand more about how Kaspersky protect them instead of looking awkwardly at the floor or other people in the elevator.

This is our idea of how we can improvise Kaspersky’s advertisement and creating a new image for Kaspersky.

References
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