International PR

Berkeley Kommunikation and Kaspersky nominated for a PR Report Award

Written by Heike Hering-Haas

25 October 2021


For the second year in a row,  our Munich office – Berkeley Kommunikation – has made it onto the shortlist of this year’s PR Report Award for work with our client Kaspersky.

We’ve been shortlisted in the “Smart PR” category for the PR Report Award. Our nomination comes following our campaign for Kaspersky “(Un)voluntarily exposed? What data is unintentionally supplied in the sale of used equipment”. The campaign had a print/radio/TV reach of over one billion and extensive coverage in German media titles including BILD, ZDF, ORF, t3n, ComputerBild, Kronen Zeitung, among others.

Campaign idea

Our campaign looked at second hand technology as used smartphones, tablets or laptops are offered at bargain prices. But often, consumers don’t know just much data do they unintentionally provide to the new owners when selling their second hand devices. What data do buyers find on second hand devices? Many disregard data protection best practices when passing on the devices to other people, or they do not know how to safely delete data from the devices. Raising awareness of this was the goal of the campaign.

Market research generates relevant data

Our sister company Arlington Research conducted a representative online survey of consumers for Kaspersky. Meanwhile, Kaspersky IT security experts examined over 185 pieces of second hand technology that shares data. The results provided comprehensive content for the campaign.

Achieving the communication goal

Kaspersky wanted to create awareness among the general public to educate them on the safe and complete deletion of data before passing it on to others and to show the risks of data misuse. The media interest and response show that this was successful: for Kaspersky,  we achieved over 60 publications in print, TV and radio with a reach of over 1 billion and supported the Kaspersky social media team with content.

We’ll find out on 4th November we have reached a place on the winner’s podium for the PR Report Award – keep your fingers crossed for us!

Find out more about our work with Kaspersky.