Public interest was no doubt piqued when, in 2019, Hydro became the victim of a cyber attack. Much was written—and much was read—about the case, and If was offered a unique opportunity to promote their cyber security insurance product.
Previously, If had put great effort into producing ad content that was used within their own channels. The ads for the insurance product were aimed specifically at CEOs of IT and cyber security companies. Once the attack was a fact, If employed contextual advertising to reach a larger segment of their target audience, particularly those who weren’t already their customers.