Battling controversy in the US, cyber security giant Kaspersky Lab wanted to build UK brand awareness and position itself as the brand that can help protect your data. You only protect something if you value it. Research showed people don’t value their data because it’s intangible. We made it tangible with a pop-up store in London’s Old Street station. ‘The Data Dollar Store’ was the world’s first store to accept only personal data as currency. We sold exclusive merchandise by street artist Ben Eine and hundreds came to shop. Some exchanged their data, which was live-streamed at the station. Others didn’t. We created a hidden camera film to use in a paid UK campaign. This outperformed its target by 1000%, taking Kaspersky’s message to millions: - 336m earned media impressions in outlets like Time Out and Huffington Post - 2.4m geo-targeted Facebook impressions - 1.86m of these were organic