the story
markettiers worked with Kaspersky to deliver broadcast coverage around their Cyber Security Press Conference. This was held in South Africa in May 2019. Amongst other items on the agenda, the conference saw a live drone hacking by 13-year-old Reuben Paul, known as the ‘Cyber Ninja’, who was able to expose the gaping holes in the security measures of millions of everyday gadgets and devices that are part of the Internet of Things (IoT).
the challenge
The challenge was to creating a strategy focusing on a drone hack, from a unique point of view. By looking at security measures of millions of devices that are part of the Internet of Things (IoT) . We were tasked with placing the story in global and regional media. This was to raise awareness about the dangers of hacking through capturing a live drone hack.
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the answer
markettiers recommended a strategy which focused on a live drone hack as a unique point of interest. This delivered coverage in top tier international media outlets. In turn, this would raise awareness of the dangers companies and individuals expose themselves to by not having adequate cyber protection.
We were on site in South Africa during the conference to capture B-roll and Video News Release content. This featured the live drone hack by Reuben Paul in both English and Arabic. The team provided prior direction on the shots, angles and soundbites that would enable us to secure international media interest. Along with footage of the conference and hack, we captured interviews with Reuben Paul and Kapsersky spokesperson Maher Yamout, delivering key messages around the campaign.
the successes
The strategy implemented ensured strong coverage and landed both globally and regionally. Above all, markettiers secured more than 1000 TV hits in the US, Europe and South Africa. The VNR was placed with top tier media outlets including Reuters TV, The Washington Post, The Globe and Mail, Forbes Middle East, Al Bayan, Arabian Business and Biz Community, among others.