Commentary

Tech Company Shows Its Funny Side

Whenever I hear or read anything overly techie, my body undergoes the same knee-jerk reaction: glazed-over eyes.

Taking a page from the movie "Borat" while simultaneously sympathizing with my pain, Fortify Software, a company that provides companies with security software solutions, launched a print campaign and Web site heavy on humor and light on techie lingo.

The campaign revolves around the imaginary country of Hackistan, a nation where security risks are hatched.

The nation is run by Lifetime Despot Zorkul, who blogs on DiscoverHackistan.com and is also the supreme commander of Hackistan's elite Bot Army.

DiscoverHackistan.com underscores the global struggle between Hackistan and Fortify Software. The news section of the site links to actual news stories where companies have lost consumer data to hackers. Hackistan refers to these stories as "recent accomplishments."

Ads are running in B2B & trade publications such as Baseline, CIO Insight, CSO, Software Test & Performance and SD Times.

Better still, the company is making the most of the upcoming RSA trade show in February by adorning its tradeshow booth with Hackistan information.

Hanft Raboy created the campaign and handled the media buying and planning.

One print ad resembles a story you might find in Time magazine: A profile on a leader who's threatening global security. A map of Hackistan shows its neighboring countries and seas -- my personal favorites are "Sea Plus Plus" (I speak slight techie) and "Lower OS."

According to the country profile, Hackistan's chief exports are V1a@GRA and Ciali s and its National Anthem is "I sing of proud Hackistan, land of my mother's facial hair."

The campaign is a refreshing, funny take on an industry chockfull of stiff, lackluster technobabble.

In an open letter to Zorkul, Fortify writes, "Your continued support of hackers has made you a rogue state in the eyes of all those who value the integrity of our computer networks and individual privacy. Of those who want their downloaded Paris Hilton videos to remain untouched by viruses of any kind... Why continue the lost cause? We implore you to lay down your worms, boot sector viruses, and Trojan Horses. Disarm your logic bombs. Join the world community and enjoy the benefits of globalization: soaring divorce rates, mindless entertainment and obesity," concludes the letter.

Another print ad resembles a wanted poster featuring Fortify's four founders and a $100,000 reward offered by Hackistan for their capture and imprisonment.

The only downside to the campaign is that I had to visit the Fortify Software Web site to find out precisely what the company offers businesses.

But not once did my eyes glaze over. Taking a quote from Borat himself, the campaign "is niiiice."

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