How does a cybersecurity leader expand its story from vulnerabilities to business risk?
Creative Idea: De-Risk Your Business.
Qualys has been the recognized leader in vulnerability management for over a decade. With the launch of the Qualys TruRisk Platform, the company set out to tell a bigger story — one centered on risk reduction, not just detection. To help introduce this new positioning, nez&pez developed the theme line: “Measure, communicate, and eliminate cyber risk. De-risk your business.” We unveiled it at QSC Americas, Qualys’ flagship cybersecurity conference, through a high-energy launch campaign that included a keynote hype video and De-Risk World, an interactive gaming experience built for Disney World’s audience. Post-event, we extended the story through ad campaigns, lead-gen content, and product visuals that unified every message under one promise: De-risk your business.
Case Study Video
Event Experience & Installations
This experience translated Qualys’ strategic repositioning into a physical, participatory environment. De-Risk World was designed to help security leaders understand cyber risk in tangible, business-relevant terms—moving the conversation beyond vulnerabilities and into measurable outcomes. By combining narrative design, interactive gameplay, and event storytelling, the activation made an abstract platform feel concrete, memorable, and credible in a crowded cybersecurity conference environment.
De-risk World Passport Booklet
See the Action from QSC North America
Product-focused Lead Gen Campaign
Following the event launch, the “De-Risk Your Business” platform was extended into a cohesive lead generation system. Campaign visuals, motion assets, and product-centric creative translated complex security concepts into clear, engaging stories aligned with buyer priorities. This ensured the new positioning carried through paid media, demand generation, and sales conversations—maintaining consistency while driving interest and conversion.
This engagement reflects how nez&pez partners with cybersecurity leaders during moments of narrative expansion and market repositioning.
When this engagement works best
You’ll see the strongest results when:
- A B2B or cybersecurity company has strong product-market traction but lacks a clear, compelling narrative
- Positioning, brand, and go-to-market efforts are fragmented across teams
- Speed and senior-level decision-making matter more than high-volume execution
- The goal is clarity, alignment, and momentum—not incremental optimization
Results:
This engagement helped reposition Qualys from a vulnerability-centric security vendor to a platform-led leader focused on measurable business risk. The rebrand was a major success, transforming how Qualys tells its story and how the market perceives its value. The “De-risk your business” message became the company’s unifying brand platform, extending beyond QSC Americas into product campaigns and lead-gen efforts worldwide. The activation increased awareness, inspired strong engagement at the event, and positioned Qualys as the cybersecurity brand leading the conversation around measurable risk reduction. This project was delivered as a fixed-fee, senior-led engagement focused on positioning, creative alignment, and go-to-market clarity.