How does a cybersecurity startup make people care about security awareness training at RSAC?
Creative Idea: A Delightful Exchange
Legacy security awareness training has a reputation—and not a good one. Generic, repetitive, and disconnected from real behavior, it’s become something many in the industry quietly resent. Fable saw an opportunity to flip that dynamic. Instead of telling attendees how their approach is different, we built an experience around a simple, human truth: people hate legacy training because it doesn’t work—and everyone knows it. That insight became the idea: A Delightful Exchange. Ask for something honest. Give something meaningful back. By inviting attendees to share what they dislike about security awareness training and rewarding them for doing so, we turned a passive booth visit into an active, memorable, and cathartic interaction that demonstrated Fable’s human-first approach to managing risk.
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.