Internet security provider Norton
, along with Naked Communications
, Stockholm, has launched Top Results
, a free way to personalise search hits for people's names.
Users can choose a desired URL to feature as the first link when their name is searched, such as a Facebook profile or LinkedIn page, and Norton will display a preview of how the search result will appear. Your identity is verified via Facebook, and once approved, the new search results will be published on Google.Contagious Insight
Norton's Top Results campaign is a perfect example of a trend Contagious coined - Marketing as Service Design - with the brand aligning its core values of security, trust and protection with a simple but effective digital tool. The brand has matched an unmet need with its core brand values, and is executing that in a way that uses the existing technology in a smart way. Using Google's ad spaces is a cheap, elegant solution that taps existing media and infrastructure and puts them to great use rather than trying to build its own website.
Beyond that however the brand has shrewdly identified a key concern about people - that they fear a lack of control about their identity online - and created a beautifully simple service that solves it.
And by putting people at the heart of the idea through personalising search results, Norton's guaranteeing people's interest and consequent sharing. In a low-interest category like web security, buzz-worthy, stand out, shareable ideas are worth noting for their creativity. www.nortontopsearch.com/ This story originally appeared on Contagious Feed. Contagious Feed is our bespoke trends, inspiration, insight and analysis service, providing daily innovative marketing intelligence across a comprehensive range of sectors to brands and agencies across the world. For more information about Contagious Feed email@example.com.