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需要白帽子
案例简介：结果 陆军营销历史上转化率最高的几个月内，超过700,000名黑客试图解密这个难题。每一次失败的尝试都激发了进一步的参与，并在黑客界引起了轰动，认为美国陆军认真地吸引了精英人才。由于难题的复杂性，99% 的参与者因缺乏加入陆军网络司令部所需的技能而被 “淘汰”。在那些被证明足够优秀的人中，有30% 的人直接联系了陆军网络司令部-转化率是陆军平均水平的15倍! 概要 针对美国政府机构的网络攻击正在增加。事实上，在过去的10年里，攻击增加了1300%。作为美国最大，最多样化的军事部门，美国陆军承担着捍卫美国能源网，核设施和其他关键基础设施的责任。为此，陆军需要招募拥有稀有而重要的黑客技能并渴望永久使用这些技能的美国男女。这些人称自己为 “白帽子”，但在美国并不多。 执行 我们在一个不起眼的地下室里开着一台无人驾驶的笔记本电脑，快速输入代码行。数字化声音具有关闭电网和瘫痪基础设施的能力。正如声音即将断言其不可战胜的时候，它在句子中间停止了。我们切入了一个军队网络指挥中心的内部，看到了那些挫败袭击的人。再看一看，代码不是 “道具类型”，而是向黑客发出的真实信息，将他们引导到一个由真正的陆军网络司令部人员创建的具有解密难题的站点。黑客被要求使用密码密钥来解密代码。加密密钥经常更改，阻止黑客使用社交媒体帮助他人成功欺骗代码。只有少数人可以解决这个难题。这些精英黑客收到了解密文本，邀请他们与美国陆军网络司令部联系。 战略 创造一个故意拒绝大量精英黑客加入美国陆军的挑战绝非易事。美国缺乏网络防御专家，实际上，在北约去年进行的网络战游戏中，美国在25个国家中排名第25。最后死了!雪上加霜的是，少数人拥有出色的黑客技能，他们认为陆军是一个过时的，监管过度的组织，不可能吸引最优秀，最聪明的人。因此，我们特意通过挑战人们的每一步来审查他们。第一个挑战是在电视广告中识别伪装的消息，第二个挑战是解决网站上频繁更改的密码，第三个挑战是破解密码。结果，只有少数人设法克服了所有挑战，并被直接访问与美国陆军网络司令部联系。 运动描述 通过挑战他们找到隐藏的信息并证明他们的技能，说服难以找到的黑客来找我们。我们创建了一个电视广告，在两个层面上运作: 1.通知广大观众，美国陆军正在远离传统战场的新威胁。2.同时，伪装了与黑客交谈的行动呼吁，但隐藏在人们的视线中。使用微妙的消息传递，我们成功地使用与他们密切相关的方法吸引了黑客。那些意识到这一信息的人最终会找到他们被挑战黑客攻击的网站。 相关性 美国陆军需要寻找具有精英黑客技能的新兵，以帮助捍卫美国免受网络攻击。但是，由于很少有美国人拥有必要的技能，这就像在大海捞针一样。因此，有了想要的白帽子，我们将电视广告既用作网络又用作磁铁; 广泛使用传统信息，并在广告中隐藏编码信息，只有我们想要的人才能识别。在3个月内，该地点吸引了700,000多名黑客进行在线审查，这导致只有最好的联系美国陆军网络司令部招募人员。
需要白帽子
案例简介：Outcome Highest conversion rate in Army Marketing HistoryWithin a few months, over 700,000 hackers attempted to decrypt the puzzle. Each failed attempt spurred further participation and generated buzz within the hacking community that the U.S. Army is serious about attracting elite talent. Thanks to the puzzle’s complexity, 99% of participants were “weeded out” for lacking the necessary skills to join the Army’s Cyber Command. Of those who did prove good enough, 30% contacted Army Cyber Command directly—a conversion rate 15 times the Army’s average! Synopsis Cyber-attacks targeting U.S. Government institutions is on the rise. In fact, over the past 10 years, attacks have increased by 1300%. As America's largest and most diverse military branch, the U.S. Army bears the responsibility of defending American energy grids, nuclear facilities and other critical infrastructure. To do that, the Army needs to recruit American women and men who possess rare and vital hacking skills AND a desire to use those skills for good. Those people call themselves "White Hats" BUT there aren't many of them in the U.S. Execution We open in a nondescript basement with an unmanned laptop rapidly typing lines of code. A digitized voice boasts its ability to shut down our power grids and paralyze our infrastructure. Just as the voice is about to assert its invincibility, it is stopped mid-sentence. We cut to the interior of an Army cyber command center and see those responsible for foiling the attack. Upon second look, the code was not “prop type” but a real message to hackers directing them to a site featuring a decryption puzzle, created by real Army Cyber Command personnel. Hackers were required to use a cypher key to decrypt the code. The encryption key was changed frequently, preventing hackers from using social media to help others successfully cheat the code. Only a select few could solve the puzzle. These elite hackers received decrypted text inviting them to contact the U.S. Army’s Cyber Command division. Strategy Create a challenge that deliberately rejects the vast majorityFinding elite hackers to join the U.S. Army is no easy feat. The United States lacks cyber-defense experts, in fact, during a cyber warfare game conducted by NATO last year, the U.S. ranked 25th—out of 25 countries. Dead last! To add insult to injury, the select few with superior hacking skills perceive the Army as an antiquated, overly regulated organization that couldn’t possibly attract the best and brightest. So we purposely vetted people by challenging them every step of the way. The first challenge was identifying the disguised message within the TV spot, the second challenge was solving a frequently-changing cypher on the website, and the third was hacking the cypher code. As a result, only a select few managed to pass all challenges and were given direct access to contact the U.S. Army Cyber Command. CampaignDescription Convince the hard to find hackers to come to us, by challenging them to find a hidden message and prove their skills.We created a TV commercial that operated at two levels: 1.Informing a mass audience that the U.S. Army is fighting a new threat, away from the traditional battlefield. 2.And simultaneously, disguised a call to action that spoke to hackers yet was hiding in plain sight. Using subtle messaging, we successfully lured hackers using methods germane to them. Those who recognized the message would eventually find their way to a website that they were challenged to hack. Relevancy The U.S. Army needed to find recruits with elite hacking skills to help defend America against cyberattacks. But with so few Americans possessing the necessary skills, it’s like finding a needle in a haystack. So, with White Hats Wanted, we used our TV commercial as both a net and a magnet; going broad with a conventional message and hiding a coded message within the commercial that only the people we want could recognize. In 3 months the spot drew more than 700,000 hackers into an online vetting process that led to only the best contacting U.S. Army Cyber Command recruiting.
White Hats Needed
案例简介：结果 陆军营销历史上转化率最高的几个月内，超过700,000名黑客试图解密这个难题。每一次失败的尝试都激发了进一步的参与，并在黑客界引起了轰动，认为美国陆军认真地吸引了精英人才。由于难题的复杂性，99% 的参与者因缺乏加入陆军网络司令部所需的技能而被 “淘汰”。在那些被证明足够优秀的人中，有30% 的人直接联系了陆军网络司令部-转化率是陆军平均水平的15倍! 概要 针对美国政府机构的网络攻击正在增加。事实上，在过去的10年里，攻击增加了1300%。作为美国最大，最多样化的军事部门，美国陆军承担着捍卫美国能源网，核设施和其他关键基础设施的责任。为此，陆军需要招募拥有稀有而重要的黑客技能并渴望永久使用这些技能的美国男女。这些人称自己为 “白帽子”，但在美国并不多。 执行 我们在一个不起眼的地下室里开着一台无人驾驶的笔记本电脑，快速输入代码行。数字化声音具有关闭电网和瘫痪基础设施的能力。正如声音即将断言其不可战胜的时候，它在句子中间停止了。我们切入了一个军队网络指挥中心的内部，看到了那些挫败袭击的人。再看一看，代码不是 “道具类型”，而是向黑客发出的真实信息，将他们引导到一个由真正的陆军网络司令部人员创建的具有解密难题的站点。黑客被要求使用密码密钥来解密代码。加密密钥经常更改，阻止黑客使用社交媒体帮助他人成功欺骗代码。只有少数人可以解决这个难题。这些精英黑客收到了解密文本，邀请他们与美国陆军网络司令部联系。 战略 创造一个故意拒绝大量精英黑客加入美国陆军的挑战绝非易事。美国缺乏网络防御专家，实际上，在北约去年进行的网络战游戏中，美国在25个国家中排名第25。最后死了!雪上加霜的是，少数人拥有出色的黑客技能，他们认为陆军是一个过时的，监管过度的组织，不可能吸引最优秀，最聪明的人。因此，我们特意通过挑战人们的每一步来审查他们。第一个挑战是在电视广告中识别伪装的消息，第二个挑战是解决网站上频繁更改的密码，第三个挑战是破解密码。结果，只有少数人设法克服了所有挑战，并被直接访问与美国陆军网络司令部联系。 运动描述 通过挑战他们找到隐藏的信息并证明他们的技能，说服难以找到的黑客来找我们。我们创建了一个电视广告，在两个层面上运作: 1.通知广大观众，美国陆军正在远离传统战场的新威胁。2.同时，伪装了与黑客交谈的行动呼吁，但隐藏在人们的视线中。使用微妙的消息传递，我们成功地使用与他们密切相关的方法吸引了黑客。那些意识到这一信息的人最终会找到他们被挑战黑客攻击的网站。 相关性 美国陆军需要寻找具有精英黑客技能的新兵，以帮助捍卫美国免受网络攻击。但是，由于很少有美国人拥有必要的技能，这就像在大海捞针一样。因此，有了想要的白帽子，我们将电视广告既用作网络又用作磁铁; 广泛使用传统信息，并在广告中隐藏编码信息，只有我们想要的人才能识别。在3个月内，该地点吸引了700,000多名黑客进行在线审查，这导致只有最好的联系美国陆军网络司令部招募人员。
White Hats Needed
案例简介：Outcome Highest conversion rate in Army Marketing HistoryWithin a few months, over 700,000 hackers attempted to decrypt the puzzle. Each failed attempt spurred further participation and generated buzz within the hacking community that the U.S. Army is serious about attracting elite talent. Thanks to the puzzle’s complexity, 99% of participants were “weeded out” for lacking the necessary skills to join the Army’s Cyber Command. Of those who did prove good enough, 30% contacted Army Cyber Command directly—a conversion rate 15 times the Army’s average! Synopsis Cyber-attacks targeting U.S. Government institutions is on the rise. In fact, over the past 10 years, attacks have increased by 1300%. As America's largest and most diverse military branch, the U.S. Army bears the responsibility of defending American energy grids, nuclear facilities and other critical infrastructure. To do that, the Army needs to recruit American women and men who possess rare and vital hacking skills AND a desire to use those skills for good. Those people call themselves "White Hats" BUT there aren't many of them in the U.S. Execution We open in a nondescript basement with an unmanned laptop rapidly typing lines of code. A digitized voice boasts its ability to shut down our power grids and paralyze our infrastructure. Just as the voice is about to assert its invincibility, it is stopped mid-sentence. We cut to the interior of an Army cyber command center and see those responsible for foiling the attack. Upon second look, the code was not “prop type” but a real message to hackers directing them to a site featuring a decryption puzzle, created by real Army Cyber Command personnel. Hackers were required to use a cypher key to decrypt the code. The encryption key was changed frequently, preventing hackers from using social media to help others successfully cheat the code. Only a select few could solve the puzzle. These elite hackers received decrypted text inviting them to contact the U.S. Army’s Cyber Command division. Strategy Create a challenge that deliberately rejects the vast majorityFinding elite hackers to join the U.S. Army is no easy feat. The United States lacks cyber-defense experts, in fact, during a cyber warfare game conducted by NATO last year, the U.S. ranked 25th—out of 25 countries. Dead last! To add insult to injury, the select few with superior hacking skills perceive the Army as an antiquated, overly regulated organization that couldn’t possibly attract the best and brightest. So we purposely vetted people by challenging them every step of the way. The first challenge was identifying the disguised message within the TV spot, the second challenge was solving a frequently-changing cypher on the website, and the third was hacking the cypher code. As a result, only a select few managed to pass all challenges and were given direct access to contact the U.S. Army Cyber Command. CampaignDescription Convince the hard to find hackers to come to us, by challenging them to find a hidden message and prove their skills.We created a TV commercial that operated at two levels: 1.Informing a mass audience that the U.S. Army is fighting a new threat, away from the traditional battlefield. 2.And simultaneously, disguised a call to action that spoke to hackers yet was hiding in plain sight. Using subtle messaging, we successfully lured hackers using methods germane to them. Those who recognized the message would eventually find their way to a website that they were challenged to hack. Relevancy The U.S. Army needed to find recruits with elite hacking skills to help defend America against cyberattacks. But with so few Americans possessing the necessary skills, it’s like finding a needle in a haystack. So, with White Hats Wanted, we used our TV commercial as both a net and a magnet; going broad with a conventional message and hiding a coded message within the commercial that only the people we want could recognize. In 3 months the spot drew more than 700,000 hackers into an online vetting process that led to only the best contacting U.S. Army Cyber Command recruiting.
需要白帽子
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White Hats Needed
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