The main online film was premiered on youtube.com and on www.besmarterthanjohn.com (which directed users to F-Secure Facebook group). FB fan growth increased at a rate 50% faster than between 1st Sept and 18th Oct 2010. The campaign launch day saw 937% more page views than the previous highest days. Average page views over the course of the campaign were 683% higher than the average between 1st Sept and 18th Oct 2010. The film has got over 14 000 youtube views and the facebook group has over 23 200 members. At the beginning of 2011 the F-Secure internet security 2010 got the "Product of the year" -award on the independent test Anti-virus software website.

We wanted to demonstrate how stupid it is to insert credit card numbers on insecure sites, leave your password details on your computer or send your private photos in insecure networks. We would never give out our personal information so freely in real life, so why do it online?"Be smarter than John" was the launch campaign for F-Secure´s Internet Security 2011. It plays on real life metaphors to accentuate the not very smart things we do in our digital life. A main part of the campaign was an actual stunt done with one actor in Helsinki, Stockholm and Berlin over the course of three weeks. During the stunts we filmed online films, content and pictures for the online site and print campaign. The films introduced the character of John, an everyday normal guy. His behaviour in real life represents what we all do online. The films aired online of Finnish, Swedish, German and UK markets.

Moving from analogue to digital world creates insecurity. This shift also redefines the rules and definitions of security. We all have to rethink what is personal and what is public. Most of us still don´t realise that if your Internet connection is not properly protected, "cyber criminals" can break into your computer and get access to your personal files and information. The target group of Internet security products is not very engaged with them. 1. It is not an interesting subject, people don’t want to know about it. 2. People don’t know what level of protection they have or need from their product until something happens.