OBJECTIVES

To demonstrate Trend Micro’s leadership in the consumer/SOHO arena
Leverage Trend Micro’s 2007 launch in November as a platform to kick off the focus on Consumers/SOHOs

CHALLENGES

Crowded Marketplace, many security suites on the market
Lack of consumer knowledge to distinguish between products
Increased availability of security freeware on the Internet
New entrant in the consumer security software market - Microsoft’s Window OneCare

RESULTS

Strong messaging on Trend Micro’s commitment to the consumer/soho space with a focus on its subscription model
Covered by unconventional media outlets like CLEO and ELLE magazines