BOSTON, February 20, 2012 –
Carbonite, Inc. (NASDAQ: CARB), a leading provider of online backup solutions
for consumers and small and medium sized businesses, today unveiled an advertising campaign created by its new advertising agency, Arnold Worldwide, with an important message for consumers: there’s no warning when you lose your files, which is why you need Carbonite. Featuring new television, print, radio and digital creative, the integrated campaign engagingly illustrates that computers need backing up, and that Carbonite is the solution for superior data protection.
The campaign’s central theme is that unexpected things – such as spills, theft, or a virus – come without warning and could cause the irrevocable loss of digital data, like photos, files, music and videos saved on computers. Carbonite delivers superior data protection to keep users’ files safe, with automatic online backup at an affordable price.
Across the campaign components, various depictions of warnings - which would not ordinarily appear - predict impending loss. In each case, the warning serves to illustrate how there is no actual warning in real life when data loss occurs, which is why you need Carbonite. The radio and TV ads will feature this message in a voiceover to further impart the significance. In the new TV commercial, which can be downloaded here: http://cbnt.it/yQFwhf
, a bride and groom receive warnings that they are “about to lose everything.” Rounding out the campaign are print ads, which include a spilled cup of coffee that spells out the warning, “Your Laptop Will Take a Spill,” and an airport departure screen that displays the message, “You Arrive. Your Laptop Doesn’t.”
"Every day, people lose cherished family photos, important documents and many other files due to an unexpected event. Carbonite was founded on the belief that devices that store your data should be backed up, and that online backup is the best way to do it,” said Tom Murray, senior vice president of marketing, Carbonite. “We want our customers to know that there is an easy, automatic and affordable way to backup files so that they can be easily recovered in the event of a loss.”
"We live in an always-connected world in which people’s very lives and livelihoods are tied to their computers and content,” said Pam Hamlin, President, Arnold Boston. “As we continue to save more information digitally, we’re exposing ourselves to greater vulnerability and loss. People currently have a false sense of security about the way their data is protected – if it is protected at all – and don’t realize how vulnerable they are until they lose everything. We wanted to demonstrate how easy it is to take action and protect your files with Carbonite, now and into the future.”
### About Carbonite
Carbonite, Inc. (NASDAQ: CARB), is a leading provider of online backup solutions
for consumers and small and medium sized businesses. Subscribers in more than 100 countries rely on Carbonite to provide easy-to-use, affordable and secure online backup solutions with anytime, anywhere data access. Carbonite's online backup solution runs on both the Windows and Mac platforms. The company has backed up nearly 200 billion files, restored more than 7 billion files and currently backs up more than 300 million files each day. For more information, please visit www.carbonite.com
, or facebook.com/CarboniteOnlineBackup
About Arnold Worldwide
Arnold is a global communications company and one of the top five most creatively awarded agencies of the past decade. We are proud to represent a diverse portfolio of clients, including Aetna, Amtrak, Carnival Cruise Lines, CVS/pharmacy, Dell, Fidelity Investments, The Hershey Company, Huntington Bank, Jack Daniel's, McDonald's, New Balance, Ocean Spray, Panasonic, Pearle Vision, Progressive, Sanofi-Aventis, Southern Comfort, Titleist, truth®, Tyson Foods, Unilever, Vertex, Volvo and many other great brands. Arnold delivers services across all communication touch points -- advertising, digital, promotions, direct, design, branded content -- and is part of Havas Worldwide with offices in Boston, New York, Washington DC, Toronto, London, Amsterdam, Prague, Milan, Madrid, Moscow, Lisbon, Sydney, São Paulo and Shanghai. www.arnoldworldwide.com