{"id":2329,"date":"2023-01-16T16:19:57","date_gmt":"2023-01-16T15:19:57","guid":{"rendered":"https:\/\/lfchannel.com\/project\/avast"},"modified":"2026-01-07T12:45:27","modified_gmt":"2026-01-07T11:45:27","slug":"avast","status":"publish","type":"project","link":"https:\/\/lfchannel.com\/ca\/project\/avast\/","title":{"rendered":"AVAST"},"content":{"rendered":"

[et_pb_section fb_built=”1″ admin_label=”section” _builder_version=”4.16″ collapsed=”off” global_colors_info=”{}”][et_pb_row column_structure=”1_4,3_4″ _builder_version=”4.25.0″ _module_preset=”default” custom_margin=”-100px||||false|false” custom_margin_tablet=”12px||||false|false” custom_margin_phone=”0px||||false|false” custom_margin_last_edited=”on|desktop” global_colors_info=”{}”][et_pb_column type=”1_4″ _builder_version=”4.25.0″ _module_preset=”default” global_colors_info=”{}”][et_pb_image src=”https:\/\/lfchannel.com\/wp-content\/uploads\/2022\/12\/avast.png” alt=”YNVOLVE” title_text=”avast” force_fullwidth=”on” _builder_version=”4.25.0″ _module_preset=”default” global_colors_info=”{}”][\/et_pb_image][\/et_pb_column][et_pb_column type=”3_4″ _builder_version=”4.25.0″ _module_preset=”default” global_colors_info=”{}”][et_pb_text _builder_version=”4.27.4″ _module_preset=”default” text_font=”Montserrat|700|||||||” text_text_color=”#000000″ text_font_size=”60px” text_line_height=”1.2em” custom_margin=”||20px||false|false” custom_margin_tablet=”||20px||false|false” custom_margin_phone=”||-80px||false|false” custom_margin_last_edited=”on|phone” hover_enabled=”0″ text_font_size_tablet=”60px” text_font_size_phone=”40px” text_font_size_last_edited=”on|phone” global_colors_info=”{}” sticky_enabled=”0″]<\/p>\n

Convertir la <\/span>privacitat<\/span> digital en <\/span>rellevant<\/span> per <\/span>al<\/span> mercat<\/span> massiu<\/span> espanyol<\/span><\/span>\u00a0<\/span><\/p>\n

[\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row _builder_version=”4.27.4″ _module_preset=”default” global_colors_info=”{}”][et_pb_column type=”4_4″ _builder_version=”4.27.4″ _module_preset=”default” global_colors_info=”{}”][et_pb_text _builder_version=”4.27.4″ _module_preset=”default” hover_enabled=”0″ global_colors_info=”{}” sticky_enabled=”0″]<\/p>\n

Avast es va <\/span>associar<\/span> amb<\/span> LF <\/span>Channel<\/span> per <\/span>resoldre<\/span> un problema <\/span>cr\u00edtic<\/span> de <\/span>negoci<\/span> a <\/span>Espanya<\/span>: la <\/span>majoria<\/span> de la <\/span>poblaci\u00f3<\/span> no era <\/span>conscient<\/span> dels<\/span> riscos de <\/span>privacitat<\/span> a internet i, per <\/span>tant<\/span>, no <\/span>utilitzava<\/span> programari<\/span> de <\/span>seguretat<\/span>\u2014<\/span>molt<\/span> menys<\/span> de <\/span>pagament<\/span>.<\/span><\/span>\u00a0<\/span><\/p>\n

[\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row _builder_version=”4.27.4″ _module_preset=”default” global_colors_info=”{}”][et_pb_column type=”4_4″ _builder_version=”4.27.4″ _module_preset=”default” global_colors_info=”{}”][et_pb_divider _builder_version=”4.27.4″ _module_preset=”default” global_colors_info=”{}”][\/et_pb_divider][\/et_pb_column][\/et_pb_row][et_pb_row _builder_version=”4.25.0″ _module_preset=”default” custom_margin=”-100px||||false|false” custom_margin_tablet=”12px||||false|false” custom_margin_phone=”0px||||false|false” custom_margin_last_edited=”on|desktop” global_colors_info=”{}”][et_pb_column type=”4_4″ _builder_version=”4.25.0″ _module_preset=”default” global_colors_info=”{}”][et_pb_text _builder_version=”4.25.0″ _module_preset=”default” custom_margin=”||20px||false|false” custom_margin_tablet=”||20px||false|false” custom_margin_phone=”||-80px||false|false” custom_margin_last_edited=”on|phone” global_colors_info=”{}”]<\/p>\n

REPTE<\/h3>\n

[\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row column_structure=”1_2,1_2″ _builder_version=”4.25.0″ _module_preset=”default” custom_margin=”-120px||||false|false” custom_margin_tablet=”0px||||false|false” custom_margin_phone=”0px||||false|false” custom_margin_last_edited=”on|tablet” global_colors_info=”{}”][et_pb_column type=”1_2″ _builder_version=”4.25.0″ _module_preset=”default” global_colors_info=”{}”][et_pb_text _builder_version=”4.27.4″ _module_preset=”default” custom_margin=”||20px||false|false” hover_enabled=”0″ global_colors_info=”{}” sticky_enabled=”0″]<\/p>\n

El desafiament era doble: educar un p\u00fablic no tecnol\u00f2gic sobre qu\u00e8 s\u00f3n les cookies digitals i per qu\u00e8 importen, i convertir aquesta educaci\u00f3 en adopci\u00f3 real del producte Avast. Tot aix\u00f2 dirigit a persones sense coneixements t\u00e8cnics, utilitzant un llenguatge i format que poguessin entendre i compartir.<\/span><\/span>\u00a0<\/span><\/p>\n

[\/et_pb_text][\/et_pb_column][et_pb_column type=”1_2″ _builder_version=”4.25.0″ _module_preset=”default” global_colors_info=”{}”][et_pb_text _builder_version=”4.27.4″ _module_preset=”default” custom_margin=”||20px||false|false” hover_enabled=”0″ global_colors_info=”{}” sticky_enabled=”0″]<\/p>\n

Sense massa cr\u00edtica d’usuaris a Espanya, l’operaci\u00f3 no seria rendible. I sense aconseguir arribar m\u00e9s enll\u00e0 del n\u00ednxol d’usuaris experts\u2014ja saturat\u2014Avast no podria escalar el seu negoci en un mercat amb enorme potencial de creixement.<\/span><\/span>\u00a0<\/span><\/p>\n

[\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row _builder_version=”4.25.0″ _module_preset=”default” global_colors_info=”{}”][et_pb_column type=”4_4″ _builder_version=”4.25.0″ _module_preset=”default” global_colors_info=”{}”][et_pb_text _builder_version=”4.25.0″ _module_preset=”default” global_colors_info=”{}”]<\/p>\n

ESTRAT\u00c8GIA<\/h3>\n

[\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row _builder_version=”4.25.0″ _module_preset=”default” custom_margin=”-30px||||false|false” global_colors_info=”{}”][et_pb_column type=”4_4″ _builder_version=”4.25.0″ _module_preset=”default” global_colors_info=”{}”][et_pb_text _builder_version=”4.27.4″ _module_preset=”default” hover_enabled=”0″ global_colors_info=”{}” sticky_enabled=”0″]<\/p>\n

Vam dissenyar una campanya 360\u00ba sota el concepte creatiu #AcceptAllCookies que tradu\u00efa un tema t\u00e8cnic complex (cookies digitals) en alguna cosa quotidiana i comprensible (galetes dolces), eliminant barreres d’entrada per al p\u00fablic no expert:<\/span><\/span>\u00a0<\/span><\/p>\n

[\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row column_structure=”1_3,1_3,1_3″ use_custom_gutter=”on” gutter_width=”2″ make_equal=”on” custom_padding_last_edited=”on|desktop” _builder_version=”4.25.0″ _module_preset=”default” custom_padding=”||10px||false|false” custom_padding_tablet=”||0px||false|false” custom_padding_phone=”||0px||false|false” locked=”off” global_colors_info=”{}”][et_pb_column type=”1_3″ _builder_version=”4.24.3″ _module_preset=”default” background_color=”#f6f6f6″ custom_padding=”40px|40px|40px|40px|true|true” custom_padding_tablet=”30px|30px|30px|30px|true|true” custom_padding_phone=”20px|20px|20px|20px|true|true” custom_padding_last_edited=”on|phone” border_radii=”on|10px|10px|10px|10px” global_colors_info=”{}”][et_pb_image src=”https:\/\/lfchannel.com\/wp-content\/uploads\/2023\/01\/icono_redes_sociales.png” title_text=”icono_redes_sociales” align=”center” _builder_version=”4.25.0″ _module_preset=”default” max_width=”120px” max_height=”200px” custom_margin=”||30px||false|false” global_colors_info=”{}”][\/et_pb_image][et_pb_text _builder_version=”4.27.4″ _module_preset=”_initial” header_6_font=”Inter|700||on|||||” header_6_text_color=”#000000″ header_6_font_size=”16px” header_6_line_height=”1.4em” text_orientation=”center” hover_enabled=”0″ header_6_font_size_tablet=”15px” header_6_font_size_phone=”14px” header_6_font_size_last_edited=”on|desktop” global_colors_info=”{}” sticky_enabled=”0″]<\/p>\n

Fase 1<\/h6>\n

Contingut educatiu amb influencer estrat\u00e8gica<\/span><\/span><\/h3>\n

[\/et_pb_text][et_pb_text _builder_version=”4.27.4″ _module_preset=”_initial” text_font=”Inter||||||||” text_font_size=”16px” text_line_height=”1.8em” text_orientation=”center” hover_enabled=”0″ text_font_size_tablet=”15px” text_font_size_phone=”14px” text_font_size_last_edited=”on|desktop” locked=”off” global_colors_info=”{}” sticky_enabled=”0″]<\/p>\n

    \n
  • Col\u00b7laboraci\u00f3 amb Alma Cupcakes, xef pastissera i influencer de refer\u00e8ncia, com a ambaixadora de la campanya.<\/span><\/li>\n
  • Creaci\u00f3 de v\u00eddeo educatiu que explicava cookies digitals a trav\u00e9s de la met\u00e0fora de galetes reals.<\/span><\/li>\n
  • Estrat\u00e8gia integral de xarxes socials per maximitzar abast i engagement amb p\u00fablic no t\u00e8cnic.<\/span><\/li>\n<\/ul>\n

    [\/et_pb_text][\/et_pb_column][et_pb_column type=”1_3″ _builder_version=”4.24.3″ _module_preset=”default” background_color=”gcid-ee89fd9f-afc5-4939-817c-0a17ac90288c” custom_padding=”40px|40px|40px|40px|true|true” custom_padding_tablet=”30px|30px|30px|30px|true|true” custom_padding_phone=”20px|20px|20px|20px|true|true” custom_padding_last_edited=”on|phone” border_radii=”on|10px|10px|10px|10px” global_colors_info=”{%22gcid-ee89fd9f-afc5-4939-817c-0a17ac90288c%22:%91%22background_color%22%93}”][et_pb_image src=”https:\/\/lfchannel.com\/wp-content\/uploads\/2024\/07\/icono_prensa.png” title_text=”icono_prensa” align=”center” _builder_version=”4.25.0″ _module_preset=”default” max_width=”120px” max_height=”200px” custom_margin=”||30px||false|false” global_colors_info=”{}”][\/et_pb_image][et_pb_text _builder_version=”4.27.4″ _module_preset=”_initial” header_6_font=”Inter|700||on|||||” header_6_text_color=”#000000″ header_6_font_size=”16px” header_6_line_height=”1.4em” text_orientation=”center” hover_enabled=”0″ header_6_font_size_tablet=”15px” header_6_font_size_phone=”14px” header_6_font_size_last_edited=”on|desktop” global_colors_info=”{}” sticky_enabled=”0″]<\/p>\n

    Fase 2<\/h6>\n

    Campanya de relacions p\u00fabliques amb enfocament experiencial<\/span><\/span><\/h3>\n

    [\/et_pb_text][et_pb_text _builder_version=”4.27.4″ _module_preset=”_initial” text_font=”Inter||||||||” text_font_size=”16px” text_line_height=”1.8em” text_orientation=”center” hover_enabled=”0″ text_font_size_tablet=”15px” text_font_size_phone=”14px” text_font_size_last_edited=”on|desktop” locked=”off” global_colors_info=”{}” sticky_enabled=”0″]<\/p>\n

      \n
    • Distribuci\u00f3 de nota de premsa amb resultats d’enquesta a poblaci\u00f3 espanyola sobre coneixement de cookies.<\/span><\/li>\n
    • Material audiovisual d’alt valor per a mitjans.<\/span><\/li>\n
    • Enviaments creatius amb cookies f\u00edsiques a periodistes per generar cobertura memorable.<\/span><\/li>\n<\/ul>\n

      [\/et_pb_text][\/et_pb_column][et_pb_column type=”1_3″ _builder_version=”4.24.3″ _module_preset=”default” background_color=”gcid-ee89fd9f-afc5-4939-817c-0a17ac90288c” custom_padding=”40px|40px|40px|40px|true|true” custom_padding_tablet=”30px|30px|30px|30px|true|true” custom_padding_phone=”20px|20px|20px|20px|true|true” custom_padding_last_edited=”on|phone” border_radii=”on|10px|10px|10px|10px” global_colors_info=”{%22gcid-ee89fd9f-afc5-4939-817c-0a17ac90288c%22:%91%22background_color%22%93}”][et_pb_image src=”https:\/\/lfchannel.com\/wp-content\/uploads\/2023\/01\/icono_eventos.png” title_text=”icono_eventos” align=”center” _builder_version=”4.25.0″ _module_preset=”default” max_width=”120px” max_height=”200px” custom_margin=”||30px||false|false” global_colors_info=”{}”][\/et_pb_image][et_pb_text _builder_version=”4.27.4″ _module_preset=”_initial” header_6_font=”Inter|700||on|||||” header_6_text_color=”#000000″ header_6_font_size=”16px” header_6_line_height=”1.4em” text_orientation=”center” hover_enabled=”0″ header_6_font_size_tablet=”15px” header_6_font_size_phone=”14px” header_6_font_size_last_edited=”on|desktop” global_colors_info=”{}” sticky_enabled=”0″]<\/p>\n

      Fase 3<\/h6>\n

      Esdeveniment showcooking amb mitjans clau<\/span><\/span><\/h3>\n

      [\/et_pb_text][et_pb_text _builder_version=”4.27.4″ _module_preset=”_initial” text_font=”Inter||||||||” text_font_size=”16px” text_line_height=”1.8em” text_orientation=”center” hover_enabled=”0″ text_font_size_tablet=”15px” text_font_size_phone=”14px” text_font_size_last_edited=”on|desktop” locked=”off” global_colors_info=”{}” sticky_enabled=”0″]<\/p>\n

        \n
      • Organitzaci\u00f3 d’esdeveniment en viu amb Alma Cupcakes i 15 periodistes clau de tecnologia i lifestyle.<\/span><\/li>\n
      • Experi\u00e8ncia hands-on que convertia el concepte abstracte en alguna cosa tangible i compartible.<\/span><\/li>\n<\/ul>\n

        [\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row _builder_version=”4.25.0″ _module_preset=”default” custom_margin=”40px||||false|false” global_colors_info=”{}”][et_pb_column type=”4_4″ _builder_version=”4.25.0″ _module_preset=”default” global_colors_info=”{}”][et_pb_text _builder_version=”4.27.4″ _module_preset=”default” hover_enabled=”0″ global_colors_info=”{}” sticky_enabled=”0″]<\/p>\n

        RESULTATS<\/h3>\n

        [\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row _builder_version=”4.27.4″ _module_preset=”default”][et_pb_column _builder_version=”4.27.4″ _module_preset=”default” type=”4_4″][et_pb_text _builder_version=”4.27.4″ _module_preset=”default” hover_enabled=”0″ sticky_enabled=”0″]<\/p>\n

        Impacte en el negoci:<\/span><\/span>\u00a0<\/span><\/h3>\n

        [\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row _builder_version=”4.27.4″ _module_preset=”default”][et_pb_column _builder_version=”4.27.4″ _module_preset=”default” type=”4_4″][et_pb_text _builder_version=”4.27.4″ _module_preset=”default” hover_enabled=”0″ sticky_enabled=”0″]<\/p>\n

          \n
        • Increment mesurable en desc\u00e0rregues del programari d’Avast a Espanya despr\u00e9s de la campanya.<\/span><\/li>\n
        • Expansi\u00f3 reeixida m\u00e9s enll\u00e0 del p\u00fablic tech: la campanya va aconseguir fer la privacitat digital accessible i rellevant per al mercat massiu espanyol.<\/span><\/li>\n
        • Posicionament com a marca de refer\u00e8ncia en protecci\u00f3 digital per a p\u00fablic general, no nom\u00e9s experts.<\/span><\/li>\n<\/ul>\n

          [\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row _builder_version=”4.27.4″ _module_preset=”default”][et_pb_column _builder_version=”4.27.4″ _module_preset=”default” type=”4_4″][et_pb_text _builder_version=”4.27.4″ _module_preset=”default” hover_enabled=”0″ sticky_enabled=”0″]<\/p>\n

          Impacte en visibilitat i engagement:<\/span><\/span>\u00a0<\/span><\/h3>\n

          [\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row column_structure=”1_4,1_4,1_4,1_4″ _builder_version=”4.25.0″ _module_preset=”default” global_colors_info=”{}”][et_pb_column type=”1_4″ _builder_version=”4.25.0″ _module_preset=”default” global_colors_info=”{}”][et_pb_number_counter title=”Engagement rate de mitjana – molt superior a est\u00e0ndards de la ind\u00fastria” number=”+17%” percent_sign=”off” _builder_version=”4.27.4″ _module_preset=”default” number_font_size=”76px” hover_enabled=”0″ global_colors_info=”{}” sticky_enabled=”0″][\/et_pb_number_counter][\/et_pb_column][et_pb_column type=”1_4″ _builder_version=”4.25.0″ _module_preset=”default” global_colors_info=”{}”][et_pb_number_counter title=”Audi\u00e8ncia impactada” number=”1.2B” percent_sign=”off” _builder_version=”4.27.4″ _module_preset=”default” number_font_size=”76px” hover_enabled=”0″ global_colors_info=”{}” sticky_enabled=”0″][\/et_pb_number_counter][\/et_pb_column][et_pb_column type=”1_4″ _builder_version=”4.25.0″ _module_preset=”default” global_colors_info=”{}”][et_pb_number_counter title=”Visualitzacions a YouTube ” number=”+14K” percent_sign=”off” _builder_version=”4.27.4″ _module_preset=”default” number_font_size=”76px” hover_enabled=”0″ global_colors_info=”{}” sticky_enabled=”0″][\/et_pb_number_counter][\/et_pb_column][et_pb_column type=”1_4″ _builder_version=”4.25.0″ _module_preset=”default” global_colors_info=”{}”][et_pb_number_counter title=”Premis rebuts per la campanya (Dotcomm Awards i Summit Creative Awards 2023)” number=”2″ percent_sign=”off” _builder_version=”4.27.4″ _module_preset=”default” title_font_size=”16px” number_font_size=”76px” hover_enabled=”0″ global_colors_info=”{}” sticky_enabled=”0″][\/et_pb_number_counter][\/et_pb_column][\/et_pb_row][et_pb_row _builder_version=”4.27.4″ _module_preset=”default”][et_pb_column _builder_version=”4.27.4″ _module_preset=”default” type=”4_4″][et_pb_text _builder_version=”4.27.4″ _module_preset=”default” hover_enabled=”0″ sticky_enabled=”0″]<\/p>\n

          El valor real:<\/span><\/span><\/h3>\n

          [\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row _builder_version=”4.27.4″ _module_preset=”default”][et_pb_column _builder_version=”4.27.4″ _module_preset=”default” type=”4_4″][et_pb_text _builder_version=”4.27.4″ _module_preset=”default” hover_enabled=”0″ sticky_enabled=”0″]<\/p>\n

          LF Channel no nom\u00e9s va executar una campanya creativa\u2014vam solucionar un problema fonamental de negoci per a Avast. En convertir un concepte t\u00e8cnic intimidant en alguna cosa accessible i rellevant, vam obrir el mercat espanyol m\u00e9s enll\u00e0 del n\u00ednxol d’usuaris experts en tecnologia. La campanya va traduir visibilitat en adopci\u00f3 real del producte, creant la massa cr\u00edtica d’usuaris que Avast necessitava per fer rendible i escalable la seva operaci\u00f3 a Espanya.<\/span><\/span><\/p>\n

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          Convertir la privacitat digital en rellevant per al mercat massiu espanyol\u00a0Avast es va associar amb LF Channel per resoldre un problema cr\u00edtic de negoci a Espanya: la majoria de la poblaci\u00f3 no era conscient dels riscos de privacitat a internet i, per tant, no utilitzava programari de seguretat\u2014molt menys de pagament.\u00a0REPTEEl desafiament era doble: educar […]<\/p>\n","protected":false},"author":10,"featured_media":2108,"comment_status":"open","ping_status":"closed","template":"","meta":{"_et_pb_use_builder":"on","_et_pb_old_content":"","_et_gb_content_width":"","content-type":"","footnotes":""},"project_category":[79,81,87],"project_tag":[],"class_list":["post-2329","project","type-project","status-publish","has-post-thumbnail","hentry","project_category-salo-de-la-fama","project_category-societat-i-educacio","project_category-tecnologia-i-innovacio"],"aioseo_notices":[],"_links":{"self":[{"href":"https:\/\/lfchannel.com\/ca\/wp-json\/wp\/v2\/project\/2329","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/lfchannel.com\/ca\/wp-json\/wp\/v2\/project"}],"about":[{"href":"https:\/\/lfchannel.com\/ca\/wp-json\/wp\/v2\/types\/project"}],"author":[{"embeddable":true,"href":"https:\/\/lfchannel.com\/ca\/wp-json\/wp\/v2\/users\/10"}],"replies":[{"embeddable":true,"href":"https:\/\/lfchannel.com\/ca\/wp-json\/wp\/v2\/comments?post=2329"}],"version-history":[{"count":7,"href":"https:\/\/lfchannel.com\/ca\/wp-json\/wp\/v2\/project\/2329\/revisions"}],"predecessor-version":[{"id":13325,"href":"https:\/\/lfchannel.com\/ca\/wp-json\/wp\/v2\/project\/2329\/revisions\/13325"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/lfchannel.com\/ca\/wp-json\/wp\/v2\/media\/2108"}],"wp:attachment":[{"href":"https:\/\/lfchannel.com\/ca\/wp-json\/wp\/v2\/media?parent=2329"}],"wp:term":[{"taxonomy":"project_category","embeddable":true,"href":"https:\/\/lfchannel.com\/ca\/wp-json\/wp\/v2\/project_category?post=2329"},{"taxonomy":"project_tag","embeddable":true,"href":"https:\/\/lfchannel.com\/ca\/wp-json\/wp\/v2\/project_tag?post=2329"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}