Anti-Hacking Print Ad Unveiled

CrypKey Launches Anti-Hacking Print Ad Campaign

New Ad Designed to Rev Up Interest in Anti-Hacking Software

(Aug. 25, 2003) - Global software security firm CrypKey (Canada) Inc. has launched a new print ad reintroducing the concept made famous by a television station that began its late night news broadcast with the question: "Do you know where your children are?"

To encourage software developers to look to CrypKey for software protection solutions, the ad features a young, rebellious-looking computer hacker and the tagline, "It's 1:00 a.m. Do you know where your software is?"

Designed by Calgary marketing company Third Stage Alliance (TSA), the ad promotes the concept initiated years ago by a U.S. television station that began its 11 p.m. news broadcast with, "It's 11 p.m. Do you know where your children are?" Aimed at the vertical software developer market, the ad attempts to convey a message that is simple to understand and that quickly identifies CrypKey as the expert in software copy protection.

"The ad puts a fresh spin on an established concept as well as on software copy protection metaphors, " notes TSA Vice President Brigitte Molyneaux. "Many of the traditional safety and security advertising metaphors used in the business are things like padlocks, safes, keys, burglars, etc. We wanted to convey a message that is easy for the target audience to identify with and by putting a clever twist on an established idea, we hope it hits the mark."

The ad is really a collaborative effort between CrypKey and TSA, Molyneaux said, explaining that CrypKey CEO Jim McCartney uttered: "Do you know where your software is?" in one of their creative meetings. "We added 'It's 1 a.m.' to create a dark, ominous atmosphere in the ad to convey the increasing lack of product safety due to hackers.

TSA's relationship with CrypKey dates back to 1995. The marketing company has provided CrypKey with advertising, copywriting, graphic design, packaging and technical writing services. Among its technology clients are Emerson Process Management, Enmax (City of Calgary's electric company) and the Southern Alberta Institute of Technology (SAIT).

The new ad will be published beginning in September 2003 in North American technology publications and is currently featured on the CrypKey website.

CrypKey (Canada) Inc. is the world leader in software copy protection and software authorization tools including "CloneBuster" technology, easy licensing, dynamic multi-key encryption and enhanced anti-hacking features for the vertical software market. Based in Calgary, Alberta, Canada, CrypKey has 3,000+ clients including Cadence, Caterpillar, Du Pont, Eaton, Ericsson, Fujitsu, Honeywell, IBM, Microsoft, Minolta, Nokia, Microsoft, 3M and thousands more in 60 + countries. For more information, see www.crypkey.com.

For information, contact:
Ruth Adams
Media Relations
Phone: 403.208.1967
Email: ruth@techpublicity.com