The Russian security software company, Kaspersky Lab, is a global expert in IT security and developer of powerful security solutions. From the outset, Kaspersky Lab wanted to raise awareness of the company and its products in a competitive Danish market.

Security Expert with the Right Solutions
Discus Communications launched a PR campaign focusing on product coverage and the gradual establishment of an expert position within IT security in the Danish media – initially towards the B2C market and later also towards the B2B market.

A Broad Campaign with Great Momentum
In the campaign we have focused on product launches and sampling of Kaspersky Lab’s security suites, continuous media communication of business and lifestyle stories as well as establishing strong media relations. To support the company's role as thought leader, we have also implemented a number of local and international surveys, e.g. about the European attitudes toward IT security. 

From 0 to More than 400 Annual Press Clippings
Since 2007, when we initiated Kaspersky Lab's PR campaign, the company's number of press clippings has increased from 0 to an average of 40 monthly clippings in 2012. Kaspersky Lab has built and maintained close relations to the company’s primary journalist relations and experienced a noticeable increase in in-bound journalist inquiries. Further, Kaspersky Lab has managed to expand the company’s brand from strictly B2C to also include B2B.

Campaign Elements
» Product launches
» Product tests and reviews
» Press releases
» Interviews
» By-lined articles
» Surveys
» Events

For more information, please contact: Elisabeth Due