If you – like many of us – have found yourself considering whether you want to adopt a VPN recently, a visit to London’s Shoreditch on August 20 may well have cleaned things up for you once and for all.
Beaching around Boxpark The day you may have stumbled over the legendary local street artist Kingmurals, hard to work on painting a living mural in front of a curious crowd of viewers and passers -by. Armed with buckets of paint and stencils in hand, the street artist made a pretty bisarr, but finally reaction to all your VPN-related conundrums.
At first glance, the mural’s mix of repeated, philosophical passages might have seen confusing-a crossing between Shakespearean hipster poetry and a crazy ad campaign for the latest lifestyle brand. Except for a fairly conspicuous detail: the term VPN that repeats exactly 23 times with bold, turquoise — as nouns, adjective and verbs.
“When a VPN is needed, our VPN becomes the VPNest VPN to ever VPN,” declares one of the absurd, quirky passages on the giant wall. After lines of surreal talk, however, graffiti reaches an unequivocal conclusion: “Just get it. It’s a VPN.”
The stunt marks the latest campaign from Surfshark, one of the best VPN services according to Techradar’s reviewers. This time, the Cyber Security Company’s position is crystal clear VPNs is no longer just a technical tool, they are a lifestyle. You run, you cook and you vpn too. It doesn’t matter what VPN does as long as it does. And forget the details too – just “VPN.”
Surfshark’s latest initiative seeks to postpone an industry that all too often discourages users with overwhelming technical hype, blur obvious decisions – namely to protect your digital identity or not – which should instead be purely straightforward.
“By making the modest legend and absurdly simple, we emphasize that a VPN just has to do his job without overcomplating things,” explains Chief Marketing Officer at Surfshark, Regimantas Urbanas. “It’s important that our customers not only understand how things work but why they matter.”
Although it is common for cybersecurity products to routinely fall into the trap of technical jargon, Urbanas notes that in user interviews performed by Surfshark, consumers who are regularly simplicity are a highest priority when navigating in the world of VPNs that require intuitive Appdesign and clear language.
During the campaign, a Surfshark host injected more trivial humor in the case, engaging passers-by with quizzic ruminions about VPNs that made them compare VPNs with ponies, sharks or strangely shaped sounds. Shoreditch delivered “The Perfect Environment” to the exclusive unconventional approach, and Kingmurals’ stunt was glued that “brought the creative energy to life,” says Urbanas.
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This is not the first time Surfshark has stirred public attention with thought -provoking marketing campaigns. A 2.5 meter light pink tube that leaks green mucus outside the ‘big five’ offices in Munich, or the notorious transparent mobile toilet visiting several areas of London, also encouraged people to consider their digital lifestyle choices.
However, the latest stunt reflects a shift in direction. The company is now leaning into the importance of making VPN available and reliable, and emphasizes that VPNs must now be looked at as a daily important.
The move follows a sharp increase in VPN use as compulsory age verification checks came into force in the UK and a growing attention among users of the benefits of using a VPN.
“New rules certainly have an impact on VPN attention, especially when they trigger conversations about their consequences for privacy and cyber security,” Urbanas explains.
Whether the campaign has drilled that home is up to the audience to decide. However, one thing seems safe, at least according to CyberSecurity Company: not using a VPN becomes less of a viable option. And Surfshark is sure it’s those who have the obvious answer.
