Dashlane Urges Consumers to Keep Drama at Bay with B2B Advertising

Dashlane, a leader in the world of credential security, is urging cybersecurity professionals and CISO’s to leave drama out of IT and keep it where it belongs — slaying dark sorcerers beyond the realm. 

As the enterprise credential manager of choice, Dashlane empowers IT administrators with innovative and secure tools, enabling employees to keep their company safe. While historically utilising a B2C approach, Dashlane recently shifted to a more focused B2B strategy, targeting IT professionals and CISO’s directly. 

In a humorous new campaign, created by advertising agency partner, Colossus, Dashlane is offered up as the solution to keep the office drama-free. Why? Because in the world of cybersecurity, if drama is unfolding, something very, VERY bad is happening. Instead, thanks to the security of Dashlane, drama can be left where it belongs— in the highly emotional world of D&D-like role playing games. 

The approach isn’t the “typical”, highly-functional, purely transactional B2B method so often used in the category.  In it’s work with multiple B2B clients, Colossus often utilises many elements of  a B2C playbook. While certainly more focused and product centric, emotion still plays a large part in breaking through. 

“Our approach is about finding an insight that threads that needle perfectly,” said Colossus VP, group account director Melissa Astorga. “In this case, one which CISO’s and IT professionals could relate to in their professional lives, but also have it resonate with them when they are out of the office.” 

For Dashlane, the goal of the campaign is to break through the crowded cybersecurity category and grow brand awareness and comprehension with mid-market, enterprise businesses, while driving leads. 

As a part of the larger campaign, Colossus even created a limited-edition role playing boardgame teased out to consumers. 

The campaign features :30, :15 and :06 videos, along with 10 unique video and social posts, including a limited edition role playing board game.