How does a cybersecurity startup make people care about security awareness training at RSAC?
Creative Idea: A Delightful Exchange
Legacy security awareness training feels like the thing everyone avoids—generic, repetitive, and disconnected from real behavior. The problem isn’t that people don’t understand security. It’s that the experience doesn’t respect their time. Fable didn’t need to explain why training matters. They needed to show a better way. So instead of pushing messaging, we built an experience around a simple, human truth: people hate legacy training because it doesn't work, and everyone knows this. That became the idea: “A Delightful Exchange.” Ask for something honest. Give something meaningful back. And turn a passive booth visit into an active, memorable, cathartic interaction.
Bringing the rebrand to life in the real world, for the first time
This activation was the first live expression of Fable’s new brand. Every element worked together to create a cohesive, recognizable presence. Not something that blended into RSAC, but something that felt distinct, human, and immediately different.
Smart Vending Machine Experience
A simple prompt turned into a powerful interaction. Attendees were invited to share what they dislike about security awareness training—then receive something delightful in return. A small exchange that created recognition, release, and reciprocity. The experience was brought to life through a set of custom characters, each rooted in a familiar frustration with legacy security awareness training. Instead of abstract complaints, attendees saw their own experiences reflected back in a way that felt human, self-aware, and memorable.
Pre-show Social & Character System
We extended the experience into pre-show social to give audiences a preview of what they had to look forward to at the booth. Familiar frustrations, reimagined in a tone that was honest, human, and delightful.
This engagement reflects how nez&pez helps cybersecurity brands create meaningful, human-centered experiences during high-attention moments like RSAC and Black Hat—where connection matters most.
When this engagement works best
You’ll see the strongest results when:
- A cybersecurity company is introducing a new brand or category and needs a clear, memorable first impression
- The goal is to create engagement and conversation, not just drive traffic
- The product challenges outdated behaviors or assumptions, such as legacy security awareness training
- Success depends on creating a moment people remember—and talk about
- The team values participation and experience over traditional booth presentations
This type of activation is especially effective for events like RSAC, Black Hat, and other high-density cybersecurity conferences where attention is the primary constraint.
Results:
This engagement helped introduce Fable Security to the market with a differentiated, human-centered brand experience that stood apart from traditional RSAC booths. The “Delightful Exchange” concept became a unifying platform across booth design, interactive experience, and social content, reinforcing Fable’s position as a new approach to security awareness training. The activation increased booth traffic, created meaningful one-to-one engagement with attendees, and generated strong recall through participation and conversation. By shifting from presentation to interaction, Fable established itself as a cybersecurity brand focused on behavior change—not just compliance. This project was delivered as a senior-led creative engagement focused on experiential design, brand launch, and go-to-market differentiation.