AVG Technologies
AVG Technologies – ‘We Protect Us’ Activation & Global Message Platform
Challenge:
When AVG Technologies appointed Rocket Science as Global Agency of Record (AOR), the company had just rebranded from Grisoft and was preparing for a major capital raise and IPO. The challenge: differentiate AVG in a crowded antivirus market, align 12 global agencies under a single brand story, and build investor confidence for a Series C fund-raise and subsequent IPO.
Activation Strategy:
Rocket Science conceived and implemented the “We Protect Us” brand activation & message platform, inspired by a unique crowd-sourced protection feature in the product: every user contributes to protecting the entire community. The activation personified this brand promise and created an emotional and sharable hook into the technology. The global message platform unified all touchpoints: social media, web, product UI, and global PR, which established AVG as a community-powered security brand rather than just another generic antivirus tool.
Execution:
• Implemented global “We Protect Us” creative campaigns and messaging architecture.
• Led coordination of 12 global agencies under one brand platform.
• Integrated theme across earned, owned, and paid media for consistent storytelling.
• Delivered a cohesive investor narrative that aligned IPO messaging with the brand.
Results:
• 300% increase in global press coverage within six months.
• 500,000+ new users acquired organically through advocacy-driven engagement.
• $200 Million private equity investment secured pre-IPO.
• Wall Street bankers adopted “We Protect Us” as the central theme of AVG’s NYSE investor roadshow, culminating in a successful public offering.
Impact for CMOs:
This case demonstrates how a unified global message platform — built from authentic product differentiation — can drive measurable brand equity, accelerate market growth, and translate directly into valuation uplift during a liquidity event.