Communicating against viruses

It’s not generally known that there are big IT companies from Slovakia. ESET is one of the widely unknown. The developer of antivirus software started small – and sharply expanded all around the world. With support of the PR agency Hochegger|COM and Stefan Weder, ESET also set foot in Austria focusing on a comprehensive communication mix of editorial and advertising measures. Online communication was the main way to go. The successful positioning in Austria was also strengthened working with Die Wederei in later PR years.


Since 1987, ESET has been developing security software that now helps over 100 million users to Enjoy Safer Technology. Its broad security product portfolio covers all popular platforms and provides businesses and consumers around the world with the perfect balance of performance and proactive protection. The company has a global sales network covering 180 countries, and regional offices in Bratislava, San Diego, Singapore and Buenos Aires. 


Touchable (antivirus) software

Antivirus software is something every PC user does not want to get in touch with. Because if a pop up or notification appears on screen it mostly means that there is something wrong. Once a year, the user extends its licence – and that is the moment that is most important to antivirus programm developers like ESET. This is the short moment ESET has to convince the users to switch to its software. Taking that into account, Stefan Weder developed an individually adapted communication strategy for ESET’s market entry in Austria based on small budget and special timing. The direct user communication was pushed via online channels to build a strong community around the brand while B2B awareness was reached via the Austrian CEO as IT security expert.


Strategic communication consulting
PR conception
Media Work
Product and Corporate Communication
Online Communication