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A fresh (and human) take on renewal campaigns

IT pros don’t respond to marketing that promises the moon. All they really want is a reliable virus scanner – and work days that are uneventful and drama free.

New renewal email sequence from Symantec
Moments of connection

Featuring the relaxed, unstressed faces of IT pros, the campaign delivered unexpectedly amusing and intriguing messaging.


We turned a common IT challenge into a relatable human moment – and turned a mundane renewal request into meaningful brand love.

+252% increase in renewal click rate
+516% increase in unique click rate

Truth is the customer reality.
Beauty is in the brand response.