Campaign Stats:

  • 127 Items of Coverage
  • Estimated Coverage Views: 351K
  • Print Circulation: 1.26 Million
  • Air Time: 79 Minutes

4media group were commissioned by Cyber Security software and hardware company, Sophos, to promote their products in time for Black Friday and the Christmas shopping season via an integrated media campaign. Specifically the campaign consisted of a broadcast day fronted by Cyber Security Research Scientist Chester Wisniewski, and a news generation campaign. Wisniewski conducts research into online hacking methods and was able to offer advice and insight into how Brits can stay as safe as possible online. He was also able to provide more in-depth analysis of the campaign’s research conducted by our in-house research agency, Atomik Research.

Online shopping and online banking have never been more popular. However, as the average Brit gets savvier with technology, so do hackers. Higher sales mean a higher potential for fraud, and with Black Friday and Christmas on the horizon, this season people are being urged to be more aware of risks and stay safe online.

The research for Sophos looked into just how susceptible people are to the risks online. The survey of 2,000 people found that a quarter of Brits have been victims of online fraud (25%) – two fifths of which (39%) have had money taken from their bank accounts without their permission. This is more than the number of people who have had their debit card or credit card cloned.

However, the research also found that Brits could be doing more to stay safe and aware themselves. When it comes to shopping online, for example, a third of those surveyed have admitted to purchasing something from a website that they know isn’t 100% trustworthy.

The campaign achieved widespread coverage across online, print and broadcast platforms. Coverage highlights included Sky News Radio, BBC Radio Scotland, Talk Radio, BBC Radio Devon, The Express online, The Daily Mirror,  The National Online and in Print, The Daily Record and more. The campaign also consisted of a competition element in which entrants could win a year’s free subscription to Sophos software.

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