Should you – like many people – have discovered your self pondering whether or not to undertake a VPN these days, a go to to London’s Shoreditch on August 20 would possibly effectively have cleared issues up for you, as soon as and for all.
Strolling round BoxPark that day, you might need stumbled upon legendary native road artist KingMurals, laborious at work portray a reside mural in entrance of a curious crowd of lookers and passers-by. Armed with buckets of paint and stencils in hand, the road artist rendered a slightly weird however definitive response to all your VPN-related conundrums.
At first glance, the mural’s mix of repetitive, philosophical passages might have looked confusing – a cross between Shakespearean-hipster poetry and a wacky ad campaign for the latest lifestyle brand. Except for one rather conspicuous detail: the term VPN recurring precisely twenty-three occasions in daring, turquoise – as noun, adjective, and verb.
“When a VPN is required, our VPN turns into the VPNest VPN to ever VPN,” proclaims one of many absurd, whimsical passages on the enormous wall. After strains of surreal chatter, the graffiti, nevertheless, reaches an unequivocal conclusion: “Simply get it. It’s a VPN.”
The stunt marks the newest marketing campaign from Surfshark, one of many best VPN providers in keeping with TechRadar’s reviewers. This time, the cybersecurity firm’s place is crystal-clear – VPNs are not only a tech software, they’re a way of life. You run, you cook dinner, and also you VPN too. It would not matter what the VPN does, so long as it does it. And effectively, overlook the main points too – simply “VPN.”
Surfshark’s latest initiative seeks to expose an industry that too often discourages users with overwhelmingly technical hype, blurring obvious decisions – namely, to protect your digital identity or not – that should be purely straightforward instead.
“By making the message playful and absurdly simple, we’re highlighting that a VPN should just do its job without overcomplicating things,” explains the Chief Marketing Officer at Surfshark, Regimantas Urbanas. “It’s important that our customers understand not just how things work, but why they matter.”
While it’s common for cybersecurity products to routinely fall into the trap of technical jargon, Urbanas notes that in user interviews conducted by Surfshark, consumers regularly claim simplicity is a top priority when navigating the world of VPNs, demanding intuitive app designs and clear and concise language on the website.
During the campaign, a Surfshark host injected more trivial humour into the proceedings, engaging passers-by with quizzical ruminations on VPNs that had them comparing VPNs to ponies, sharks, or oddly-shaped sounds. Shoreditch provided “the perfect environment” for the exclusive unconventional approach, and KingMurals’ stunt was the glue that “brought the creative energy to life,” Urbanas says.
This is not the primary time Surfshark has stirred public consideration with thought-provoking advertising campaigns. A 2.5-meter bright pink pipe leaking green slime outdoors the ‘Large 5’ workplaces in Munich, or the notorious transparent mobile toilet that visited a number of areas in London, additionally urged folks to rethink their digital way of life decisions.
Nonetheless, the newest stunt displays a shift in course. The agency is now leaning into the significance of constructing VPN accessible and dependable, stressing that VPNs should now be checked out as an on a regular basis important.
The transfer follows a pointy increase in VPN usage since obligatory age verification controls got here into power within the UK and a rising consciousness amongst customers of the benefits of using a VPN.
“New rules positively affect VPN consciousness, particularly after they spark conversations about their implications for privateness and cybersecurity,” explains Urbanas.
Whether or not the marketing campaign has drilled that house is as much as the viewers to determine. Nonetheless, one factor seems sure, at the least in keeping with the cybersecurity firm: not utilizing a VPN is changing into much less of a viable choice. And Surfshark is certain that it’s they who’ve the apparent reply.
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