A “Problemotional” Review of 2023’s Best B2B Video Ads: Phoenix Security
We have to admit, this is our own B2B video ad for Phoenix Security, so we might be a little biased. But hey, we believe in their product, and we think this ad does a pretty fantastic job of capturing the essence of what Phoenix Security is all about: making complex cybersecurity threats understandable and actionable.
Let’s dive into the PESO framework to see how we crafted this ad to resonate with their target audience:
P: Problem/Pain
Overwhelmed by Vulnerabilities: The ad opens with a visual representation of the overwhelming nature of cybersecurity threats. The tangled web of red string, the frantic scribbles, the ominous “Web of Mystery” – it all evokes a sense of chaos and confusion that many businesses feel when trying to navigate the complex world of security.
The Human Element: We introduce Josh, the “Head of Product Security,” who appears stressed and overwhelmed by the sheer number of potential vulnerabilities. This humanizes the problem, making it relatable to anyone who’s felt the pressure of protecting their organization from cyber threats.
Finding the “Real” Threats: The ad poses a crucial question: “What are the true bits? What are the most important? Am I the threat?” This highlights the challenge of prioritizing vulnerabilities and identifying the ones that pose the greatest risk. It also subtly hints at the possibility of insider threats, adding an extra layer of complexity to the problem.
E: Emotion
Anxiety and Tension: The ad’s use of close-ups, fast cuts, and intense music builds a sense of anxiety and tension. We want viewers to feel the weight of the problem and the urgency of finding a solution.
A Touch of Paranoia: Josh’s frantic demeanor and the cryptic messages on the wall create a sense of paranoia. This mirrors the feeling that many security professionals experience when constantly trying to stay one step ahead of attackers.
Relief and Empowerment: The ad’s tone shifts as the text “Don’t let Josh lose his mind” appears, followed by the introduction of Phoenix Security. This offers a sense of relief, suggesting that there’s a way to regain control and navigate the chaos.
S: Solution
Phoenix Security: Unraveling the Complexity: The ad presents Phoenix Security as a solution that helps businesses “detect the thread that connects all your vulnerabilities.” It positions Phoenix as a tool that brings clarity and order to the complex world of cybersecurity.
Focus on Actionable Insights: The ad implies that Phoenix Security doesn’t just identify vulnerabilities but helps businesses prioritize and act on the ones that matter most. This emphasizes the importance of actionable intelligence and a proactive approach to security.
Preserving Sanity: The ad concludes with a reassuring message: “And preserve your sanity in the process.” This speaks directly to the emotional toll of managing security threats, offering Phoenix Security as a way to reduce stress and empower teams to take control.
O: Outcome
A More Secure and Resilient Organization: We advocate that by using Phoenix Security, businesses can strengthen their security posture and become more resilient to cyber threats.
A More Confident and Empowered Security Team: By providing clear insights and actionable guidance, Phoenix Security allows security teams to focus on what matters most, reducing overwhelm and enabling them to be more effective in their roles.
Peace of Mind: The ad ultimately suggests that Phoenix Security brings a sense of peace of mind. By knowing that their organization is protected and their vulnerabilities are under control, businesses can focus on their core operations with confidence.
Overall
This B2B video ad effectively uses the “problemotional” approach to connect with its target audience, capturing the anxiety and stress associated with cybersecurity threats while offering a clear and compelling solution.
By focusing on the emotional needs of security professionals and emphasizing the platform’s ability to bring order to chaos, we successfully position Phoenix Security as a trusted partner in navigating the ever-evolving world of cybersecurity and untangling the web of cybersecurity threats (without losing your mind).
