When reaction counts: direct campaign gets ''hazardous''

Tiscali's marketing effort might be scaring the daylights out of unsuspecting targets - literally, but it's all to be taken in good humour. The message however is a serious one: viruses, spam and security breaches are some of the biggest concerns across seven selected vertical markets, as revealed by Africa Analysis, in a strategic assessment of key ICT security concerns in mid-sized companies.

But, as the assessment indicates, "the perception of concern about an area is not always related to the actual cost or risk incurred by the company". Proactive planning is advisable, and Tiscali illustrated this reality by raising the offensive.

Candice Gibson, marketing manager for Tiscali's Enterprise division, says test runs of the campaign created quite a stir, with strong reactions all round. "Our aim was to drive home the reality of being hit by a virus, data theft or security breach, and to do so by using tactics that would elicit a panic reaction.

"Once a company has experienced the reality of data loss, whether real or, in this case, fictitious, they are more likely to actually do something about security and implement the right technology solutions."

"The campaign resulted in a 60% call to action, which is incredibly high. It was however important to ensure that the target audience was qualified before being 'hit'," Gibson says.