Thought leadership campaign positions Ideco for success in biometrics market

Challenge

Ideco, a pioneer in identity management solutions, is leading efforts to introduce advanced new identity management systems to South Africa to reduce the risk of fraud and identity theft.
With the threat of cheaper, inferior biometric products entering the market, the challenge facing Ideco was to highlight the dangers of using inadequate scanner technology and weak algorithms which will increase the risks of fraud and of criminals illegally accessing areas instead of decreasing the risk.

Approach

We kicked off the media campaign with a media conference in parallel with Ideco exhibiting at a big industry event to launch their new product, IDaaS. We created an explainer video and invited business and technology media to attend the conference at a hotel nearby. We used the prominence of this event to introduce Marius Coetzee, the CEO, to the right calibre of journalists to build relationships. This was underpinned by a Twitter campaign, using the event hashtags to create awareness.
To follow-up on the media conference, we embarked on a series of thought leadership articles targeted towards the business community, to position Ideco as an expert in the fraud and biometrics industry and educate business leaders about the dangers of identity theft and using inferior biometric technology. Facebook, Twitter and LinkedIn were also used to further amplify the message.

Impact

• Publicity highlights includes: News24, Fin24, Sunday Times, Rapport, The Star, Business Insider and Brainstorm. Also interviews on RSG, 702, Cape Talk and CNBC Africa.