Norton Genie: Sorry, scammers. Genie’s here

Medals Won

• 🥇 GOLD – Technology and Telecommunications
• 🥈 SILVER – Best Use of Video Content
• 🥈 SILVER – Best Customer Acquisition Program
• 🥉 BRONZE – Consumer Products and Services
• 🥉 BRONZE – Best Integrated Campaign

Campaign Overview

In a digital age where AI-powered scams have become hyper-realistic and overwhelming, Norton introduced Norton Genie, an AI-powered scam detection tool designed to outsmart scammers using advanced technology. The campaign, featuring actor and writer Dan Levy, leveraged humor and relatability to cut through cybersecurity’s usual fear-based messaging.

The centerpiece of the campaign was a series of ads showcasing Levy’s comedic yet earnest tone, making digital safety feel approachable and empowering for mobile-first, tech-savvy users aged 25-45. The campaign also extended into social media with the Scam Scan Challenge, allowing users to test their scam detection skills in an interactive, engaging way.

Creative Concept

The campaign rejected fear-based messaging, opting for an optimistic, educational tone. With Dan Levy’s humor and authenticity, the ads illustrated how easily anyone could fall for scams while positioning Norton Genie as a reliable, empowering ally.

• Video Content: Light, bright visuals in relatable settings brought humor and levity to the serious topic of cybersecurity.
• Social Engagement: The Scam Scan Challenge on Instagram used a custom filter to gamify scam detection, complemented by influencers like Dude/Dudette with a Sign and The McFarlands, who amplified the message to millions.
• Integrated Execution: The campaign spanned video, social media, and influencer partnerships, driving engagement and app downloads.

Execution Strategy

The campaign followed a phased launch strategy:

1. Celebrity Partnership: Dan Levy’s comedic style aligned with Norton’s fresh, relatable tone.
2. Mobile-First Focus: Targeted early adopters via app store marketing, online video, and social media.
3. Scam Scan Challenge: Gamified scam education, turning it into an engaging activity for users.

Impact and Results

The campaign exceeded its ambitious goals:

• 2.3B total impressions across platforms.
• 91M YouTube views, showcasing strong engagement.
• 1.48M app downloads in just over 3 months (goal: 1M in 6 months).
• 508K distinct users, highlighting high adoption rates.

Why It Worked

By blending humor, relatability, and cutting-edge technology, Norton Genie: Sorry, scammers. Genie’s here successfully modernized Norton’s brand image while addressing a critical issue. The campaign’s approachable tone and multi-channel execution ensured broad reach and meaningful impact, solidifying Norton Genie as a standout in the tech and cybersecurity space.