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Marketing Parameters/ Creative
Solution
This co-op ad featuring Symantec's NAV 4.0 for Win98 was scheduled to run in USA Today to coincide exactly with the Win98 release date. Since we had a variety of parameters and messages to include, we chose to focus on the primary "reason to buy" protection. We didn't want the message to be one of "paranoia" but more of "practicality," taking a pragmatic tone that encouraged the purchase of the two products simultaneously out of convenience, logic, and the added monetary incentive of a $30 rebate offer.
(Full Text:)
Windows '98 was released today, do you dare ask what else was?
(Subhead:)
Protect your system.
Get Norton AntiVirus 4.0, up-to-date for Windows 98.
BEST BUY: $30 off when you buy any other current Symantec product!
Today's the day, so don't delay! It's the Best Buy available, knowing your PC is automatically protected from viruses and crashes resulting from infections through the Internet, floppy disks, email attachments, shared files, networks, & more!
At Best Buy (TM) you'll save $30 on Norton AntiVirus (TM) (just awarded Virus Bulletin's 100% rating for detecting in-the-world viruses!) when you buy any other current Symantec product!
Now's the perfect time to update for 98, while enhancing your productivity with any of these award-winning Symantec products. After you install Windows 98, just click on LiveUpdate(TM) to leap into full Windows 98 compatibility.
Choose from these popular favorites: pcANYWHERE 8.0 for fast, easy access to your office PC, WinFax PRO 8.0 (TM) for faxing right from your computer, Norton Uninstall Deluxe (TM) the safest way to remove programs and files you no longer need, Norton Mobile Essentials (TM) to prepare your laptop for travel, adjust location settings, and resolve connections, Norton Utilities 3.0 (TM) for unrivaled problem-solving power and control, and ACT!(TM) 4.0 known for turning contacts into relationships, and relationships into results. It's the Best Buy around. Don't delay, save $30 today!
(Symantec logo & mousetype offer essentials:)
Hurry! Save now through 8/31/98! Redemption must be postmarked by Sept. 30, 1998 via mail-in rebate. One rebate per name, address, household or company. This offer valid only for standalone, full version purchases of Norton AntiVirus 4.0, or Norton AntiVirus 4.0 Deluxe, when purchased with any other current Symantec product between 6/21/98 and 8/31/98. Valid only in the U.S. and Canada. Not valid with any other Symantec offer.
Symantec, the Symantec logo, Norton AntiVirus, Norton Utilities, ACT!, pcANYWHERE, and WinFax are U.S. registered trademarks of Symantec Corporation. Norton, Norton Mobile Essentials, LiveUpdate, and WinFax PRO are trademarks of Symantec Corporation. Windows and the Windows logo are registered trademarks of Microsoft, Inc. All other brand names or trademarks are property of their respective owner(s). C 1998 Symantec Corporation. All Rights Reserved.
Campaign Extensions:
Symantec AntiVirus Research
Center informational brochure
(offered as a "take-one" to inform consumers about the ongoing virus case studies,
via SARC)
(Cover/Title:) Symantec
AntiVirus Research Center
(Cover Leader:) Leading the way worldwide
(Inside title banner:)
Symantec AntiVirus Research Center (SARC)
(Inside Headline:)
SARC solved the Hare.7610 virus from half a world away
Imagine logging on to your local server when suddenly several of your department's computers cease to function. Such was the case on July 2, 1996 when the Information Technology Systems Services department of the University of Auckland in New Zealand encountered a unique strain of virus never seen before anywhere else in the world.
The University quickly shut down the computers, isolated the server from the rest of the school's distributed network, and called Symantec's virus experts to the scene. The virus was located promptly, a sample was sent to SARC for analysis, and SARC's swift response identified the virus as a very lethal Euthanasia-type strain.
Stealth, polymorphic, multipartite, and encrypted with destructive payloads, the severity of the virus incited a sense of urgency among SARC staffmembers to work non-stop over the holiday weekend to halt the spread of the deadly strain. Within just 48 hours SARC issued a specific detection and repair solution for a virus so destructive it would have crippled corporate businesses throughout the entire country if it hadn't been detected, isolated, and terminated immediately at the University. Instead, only 3% of the network was impacted directly, saving thousands of dollars in costly downtime.
In this instance, and many more, SARC has emerged from behind the scenes as an invaluable resource to our customers. We understand that time is money, and strive to eliminate your downtime by providing experts in virus containment and preventive protection as well. We want you to know more about who we are, what we do, and how we can make your job easier. After all, it's our job to protect your work environment, 24 hours a day.
SARC is the largest fully dedicated anti-virus research center in the world.
With over two dozen experienced specialists on staff, and over three million dollars budgeted to ensure the most powerful performance of any commercial anti-virus facility, SARC has earned its global reputation for round-the-clock responsiveness.
Nowhere else will you find such a vast array of resources, equipment and technology to support your work environment 24 hours a day, 7 days a week. Unlike most facilities, the research and development at SARC is not just product related, or product specific, it is fully dedicated to our customer's needs, providing universal virus protection on a worldwide basis.
No other anti-virus company focuses so many technical experts on non-product research and development, so when a virus does strike, we're often the first and the fastest on the scene. In fact, our customers count on SARC to process and develop solutions for all new virus samples within 24 hours.
(Subhead:) SARC provides you a safety net, and a safer Net.
Like a safety net that blankets the world, we're there when you need us, and even when you don't! Since the SARC facility never closes, our work continues every minute, producing on average, over 200 new virus definitions each month.
In addition to monitoring the Internet for existing hazards, SARC predicts future complications so we can develop solutions in advance from Java Class viruses to unusually lethal strains. Once SARC has identified a fingerprint for each new virus strain, we immediately incorporate the detection into our latest virus definitions database for our Norton AntiVirus and Symantec AntiVirus for Macintosh products. We then take this information and put it right into your hands.
On the first of every month, you can download these new databases and update your product to keep your virus protection current. With 180 potential new viruses being written each month, it's critical to minimize your risk by updating regularly. We understand the necessity of keeping pace with the escalation of virus threats, so in instances of widespread virus potential or sudden outbreaks, (such as the Hare.7610) SARC produces a mid-month, "interim" release of virus definition databases to ensure our customers have the information and protection they need fast. As always, we make the outcome of our research readily available at no cost, and continue to expand SARC resources to new levels commensurate with our customer's needs.
(Subhead:)
We not only react to your needs, we anticipate them as well.
SARC's trouble-shooting technology goes beyond virus detection and repair, we collect virus samples from all over the world and take them apart for analysis before they're even a threat to the general public. With the stealth-like prowess of a hunter and gatherer, SARC's sophisticated web spider, "Seeker" spot-checks known transmission sites, and scours the Internet at random for suspect files, drawing samples for analysis in our labs.
With over 100 new viruses located by this method each month, it's reassuring to know SARC is able to leap beyond the standards of a service contract to set up preventive measures. We often examine a virus and discover what it does and how it does it prior to any known infection, so we're able to define the problem and create a solution before it ever starts!
Once "Seeker" has performed a preliminary filter process, the suspect files are transferred to a dedicated Symantec AntiVirus Research Automation system (SARA) for full-time, in-depth examination. SARA's capability of providing fully automated analysis, definition development, quality assurance, and integration into our anti-virus products exemplifies one of the many technological tools and highly refined resources available at SARC to serve you.
Visiting 2-3 known virus sites, Seeker was able to collect 500 potential viruses in 6 hours, yielding 50 new sample viruses for further study.
In an overnight run, Seeker gathered 2,500 samples, yielding 200 potential new virus strains.
(Summary/call to action/close:)
Minimize your risk: Update regularly!
With the Internet's volatile environment of fast-paced growth, it's imperative that you keep current with the latest anti-virus protection. We urge you to utilize our powerful resources and continually update your products to reinforce your security. We pride ourselves on customer support and invite your ongoing participation. For the latest virus information, updates and assistance, Symantec can be reached at:
SARC web site: http://www.symantec.com/avcenter
Virus Hotline: (541) 9-VIRUS-9
Customer service: 1-800-441-7234 Software,
virus, retail, co-op ad, consumer technology, Windows 98, computers, utilities,
ROP advertising, offer, giveaway, incentive, promotion
Design: Anvil
