It’s common knowledge that brands pay big money for consumer data, so why don’t people care more about their personal data?
Cybersecurity firm Kaspersky Lab wanted to change this, so the brand enlisted independent communications agency Radley Yeldar (RY) to encourage consumers to value their data, while raising the brand’s UK profile.
Research showed that in order to make something meaningful to people, it needs to have tangible value. RY built on this insight to create The Data Dollar: a currency for data.
“We took inspiration from recognisable, international currency symbols for the Data Dollar’s design,” said Emily Jeffrey-Barrett, Creative Lead at RY. “The result is a bold, flexible symbol which can be drawn in just one stroke and applied seamlessly to all marketing collateral – working alongside numbers, integrated with copy and as a standalone logo.”
RY’s purpose is to inspire change, so the agency is launching Data Dollars with the hope that consumers will ultimately change their attitudes and behaviours when it comes to their personal data and be more vigilant against hidden cybercrime.
“People don’t protect their phones very well against hackers, even though they are just as vulnerable as computers. This means they can take anything – from personal photos, to messages, even bank details. Our currency is designed to help people instantly recognise that their personal data has real value and needs to be protected,” said Jeffrey-Barrett. “So, we kept the name simple and set up a shop where people can actually use it. It’s been a brilliant project – particularly working with such an ambitious, creative client.”
Data Dollars will be brought to life on 6th and 7th September at The Data Dollar Store – a revolutionary pop-up shop in Old Street Station. For two days only, consumers can buy products using this new currency – equivalent to photos, messages and emails on their phone. Their personal data will then be displayed on two full-length screens in the shop front, in view of some 70,000 people who pass through the station daily.
“The Data Dollar Store will ask shoppers how much data they are willing to part with in order to get tangible things in return,” said Rainer Bock, Head of Corporate PR and Strategic Projects at Kaspersky. “Our hope is that consumers will in turn better value their selfies, their contacts and their emails – and protect them.”
Kaspersky Lab and RY created this experiment to spark a bigger, global conversation about data security and make people more mindful of their data habits. Kaspersky Lab is encouraging companies around the world to accept Data Dollars in exchange for goods and services in order to spread the word about the value of data.
For more information about Data Dollars, The Data Dollar Store or how to protect your personal data, please visit:
To join the social conversation about the value of data, use #dataiscurrency
For press enquiries, please contact Georgia Carmichael, PR Manager: firstname.lastname@example.org
Radley Yeldar is an independent, London-based brand, marketing and communications agency. Our 200-strong team of specialists has been working with multinationals, start-ups, private companies and public bodies for more than 30 years. Together, we offer integrated services, including campaigns, reporting, sustainability and employee engagement – brought to life through film, experiences, print, digital content and platforms. As a family-owned business, we’re better placed to take a long-term view. We want to be the best place to work where the best work gets done.
About Kaspersky Lab
Kaspersky Lab is a global cybersecurity company celebrating its 20 year anniversary in 2017. Kaspersky Lab’s deep threat intelligence and security expertise is constantly transforming into security solutions and services to protect businesses, critical infrastructure, governments and consumers around the globe. The company’s comprehensive security portfolio includes leading endpoint protection and a number of specialized security solutions and services to fight sophisticated and evolving digital threats. Over 400 million users are protected by Kaspersky Lab technologies and we help 270,000 corporate clients protect what matters most to them. Learn more at www.kaspersky.com.