Digital safety brand Trend Micro is repositioning its focus from anti-virus software to a more all-encompassing position of digital security for all devices.
Japanese-based brand Trend Micro, best known for its anti-virus software Titanium, will launch an out-of-home, digital and point-of-sale brand campaign in September spruiking its new position of "all things digital protection". The brand is planning to triple its ad spend this year.
Part of the brand's repositioning can be chalked up to the prevalence of smartphones and tablets, and the introduction of cloud services.
The marketing strategy is being developed by the Australian team with overseas head office awaiting results to decide whether to roll it out in other markets.
Trend Micro Australia and New Zealand consumer marketing manager Heidi Webster told AdNews: "We're looking to rebrand ourselves and create a new category of all things digital protection, whether you're on your laptop, mobile and computer. We want to show the user we're a big brand."
Webster said currently the brand commands about 30% of the anti-virus software market where Norton is the dominant competitor. She said as a result of the repositioning, Trend Micro will now lead a category where there are no major competitors playing in the space.
The brand will also launch a new product called Safesync, a storage and cloud protection service to safeguard online files and mobile devices.
Earlier this year, Trend Micro became the first brand in Australia to advertise on Skype when the online video-calling site launched its advertising service.
Trend Micro's advertising agency is Frontier while OMD handles media buying.
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