Kaspersky Lab

Digital Amnesia

Mobile-driven memory defects

Storytelling can mean the difference between extraordinary status and being just another brand.

Working closely with Kaspersky Lab’s in-house team, we identified a modern human obsession which could guide consumers seamlessly to Kaspersky Lab’s security message.

European adults were asked about their ability to recall. From memory, phone numbers from their childhood and present day. Also about how they look for and retain information online.

The findings were compiled into a report and a raft of media assets endorsed by eminent cognitive neuroscientists. On 1 July 2015, Berkeley together with Kaspersky Lab revealed Digital Amnesia.

Two years later, this research is still being discussed in the international press.

At the beginning of 2017, The Nikkei Veritas, the Japanese weekly newspaper, announced that Digital Amnesia or Digital Kenbo-sho, デジタル健忘症 as it’s known, is listed in The Nikkei Veritas’ ‘new word’ column. The term that Kaspersky Lab revealed is widely recognised across Japan.

Kaspersky Lab_DIGAM_800x400

When it was delivered simultaneously to the world media, social media activity, video and instavids, a live online quiz and blogs accompanied the research.

This powerful story quickly caught fire:

  • The campaign generated 784 press articles globally, with a reach of 2.3 billion.
  • For five weeks, ‘Digital Amnesia’ achieved the greatest number of Kaspersky Lab brand references across Europe.
  • In January 2016, Google search returned 2.6 million mentions of the term ‘digital amnesia’ – prior to the campaign there were just four!
  • #digitalamnesia received a whopping 5.13m impressions

Together we succeeded in creating a campaign to secure Kaspersky Lab’s place in helping consumers protect something extremely valuable to them – their digital life. 18 months later this still continues to get media coverage.

coverage in

Times daily-mail the-telegraphthe-independent


, All, Tech PR, International

Key results

  • In Japan, The Nikkei Veritas listed Digital Amnesia – デジタル健忘症 in their ‘new word’ column
  • The campaign generated 784 press articles globally, with a reach of 2.3 billion
  • For 5 weeks, ‘Digital Amnesia’ achieved the greatest number of Kaspersky Lab brand references across Europe
  • Google search returned 2.6 million mentions of the term ‘Digital Amnesia’
  • The #digitalamnesia received a whopping 5.13m impressions

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