If you, like many of us, have found yourself reflecting on whether to adopt a VPN lately, a visit to Shoreditch in London on August 20 could well have clarified things for you, once and for all.
Going through Boxpark that day, you may have encountered the legendary local street artist Kingmurals, working hard painting a living mural in front of a curious multitude of viewpoints and passersby. Armed with paint cubes and templates in his hand, the street artist made a fairly strange but definitive response to all his riddles related to VPN.
At first glance, the mixture of the mural of repetitive philosophical passages could have seemed confusing, a cross between the poetry of Shakespeare-hypster and a strange advertising campaign for the last brand of lifestyle. Except for a rather conspicuous detail: the term VPN by resorting exactly twenty -three times in bold, turquoise, as a noun, adjective and verb.
“When a VPN is needed, our VPN becomes the VPN VPN for ever VPN,” proclaims one of the absurd and capricious passages on the giant wall. After the surreal talk lines, graffiti, however, it reaches an unequivocal conclusion: “Just enter it. It is a VPN.”
The trick marks the last surfshark campaign, one of the best VPN services according to Techradar reviewers. This time, the position of the cyber security company is crystalline: VPNs are no longer just a technological tool, they are a lifestyle. You run, kitchens and you too. No matter what the VPN does, whenever you do. And well, forget the details too, only “VPN”.
Surfshark’s last initiative seeks to expose an industry that often discourages users with an overwhelmingly technical exaggeration, blurring obvious decisions, namely, protecting their digital identity or not, which should be purely simple.
“By making the message playful and absurdly simple, we are highlighting that a VPN should do its work without excess things,” explains surfshark marketing director, urban regime. “It is important that our clients understand not only how things work, but why they matter.”
While it is common for cyber security products to routinely fall into the technical jargon trap, urban points out that in the interviews of users made by Surfshark, consumers regularly claim simplicity is a priority when navigating the world of VPN, demanding designs of intuitive application and clear and concise language on the website.
During the campaign, a surfshark host injected a more trivial humor into the procedures, involving passers -by with healing reflections in VPN that made them compare VPN with ponies, sharks or sounds strangely. Shoreditch provided “the perfect environment” for the unconventional exclusive approach, and the Kingmurals trick was the glue that “gave life to creative energy,” says Urban.
Attend
This is not the first time that Surfshark has called public attention with stimulating marketing campaigns. A 2.5 -meter bright pink pipe that filters green slim outside the ‘Big Five’ offices in Munich, or the infamous transparent mobile toilet that visited several areas in London, also urged people to reconsider their digital lifestyle options.
However, the last trick reflects a change of direction. The firm is now inclined to the importance of making VPN accessible and reliable, which emphasizes that the VPNs should now be considered as daily.
The measure follows a strong increase in the use of VPN since the mandatory age verification controls entered into force in the United Kingdom and a growing awareness among users of the benefits of using a VPN.
“The new regulations definitely have an effect on VPN’s awareness, especially when they cause conversations about their implications for privacy and cybersecurity,” explains urban.
If the campaign has drilled that house depends on the audience to decide. However, one thing seems safe, at least according to the cyber security company: not using a VPN is becoming a less viable option. And Surfshark is sure that it is they who have the obvious answer.
