BlackBerry's new campaign for its cybersecurity products attempts to add humor to a serious space.
Blackberry
BlackBerry wants to make data breaches a laughing matter.
To illustrate how even the smartest and most capable employees can make accidental mistakes that put sensitive information at risk, the Canadian company is taking a more “human” approach to the serious subject of cybersecurity. It’s not that Mark Wilson–who’s been CMO of the brand since 2017–doesn’t take threats lightly. Rather, he said an overwhelming majority of customers surveyed viewed their own staff as more of an accidental threat than an outside hacker.
According to research conducted by BlackBerry, 94% of chief security officers and other executives don’t trust their own employees with critical information. In fact, 72% suspected their employees were working around existing security measures. (For example, BlackBerry found that a nurse at a hospital sent X-ray images to a doctor via Snapchat because she was locked out of the company’s software.)
“As we started to drill into it,” Wilson tells Forbes. “We saw that employees are trying to do the right thing, but sometimes they make mistakes. They leave their phone in a cab or something that represents a security risks, but they’re not doing it out of malice.”
To promote its own security software, BlackBerry—which has pivoted from its earlier smartphone-making days to enterprise tech made for the era of self-driving cars and the Internet Of Things—decided to humanize accidental errors. But instead of just passing a brief over to an creative agency to come up with a TV spot and some billboards or print ads, Blackerry worked with Oakland-based Funworks to hire improv comedians to create a campaign alongside BlackBerry teams ranging from ma ..
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