### $200M Series C Funding & IPO Roadmap

Challenge: When Czech Republic-based AVG Technologies appointed Rocket Science as Global Agency of Record (AOR), the company had just rebranded from Grisoft and was preparing for a major capital raise and IPO. The challenge: differentiate AVG in a crowded antivirus market, align 12 global agencies under a single brand story, and build investor confidence for a Series C fund-raise and subsequent IPO. Differentiation Strategy: Rocket Science developed a brand position & investor message platform that was inspired by a unique crowd-sourced protection feature in the product: every user contributes to protecting the entire community. In effect, “We Protect Us” is how AVG’s community was stronger than competing antivirus solutions, as well as a defensive moat. It personified AVG’s brand promise and created an emotional and sharable hook into the technology. The global message platform unified all touchpoints: product UI, social media, web, and global PR, which established AVG as a community-powered security brand rather than just another generic antivirus tool. Execution: • Implemented global “We Protect Us” brand campaigns and messaging architecture. • Coordinated 12 global agencies & corporate story under one messaging platform. • Delivered a cohesive investor narrative that aligned IPO messaging with the brand. • Integrated theme across earned, owned, and paid media for consistent storytelling.

### 1.3 Billion Downloads and #1 Position Worldwide

Impact for CEOs: This case illustrates how emotionally resonant positioning and earned media can create exponential growth—even with zero ad spend. By turning a product into a cultural movement, Rocket Science grew Adblock Plus into the world’s #1 most downloaded browser extension of all time and an enduring brand. Challenge: Germany-based Adblock Plus engaged Rocket Science to launch their free browser extension in the U.S. market. With no paid media budget and a product that could not rely on traditional advertising, we needed to create massive awareness and adoption at near-zero customer acquisition cost, while also reframing the brand’s relevance in a rapidly evolving ad-tech landscape. Growth Strategy: Rocket Science repositioned Adblock Plus from a utility tool into a protest movement that tapped into a powerful emotional—that consumers were angry about intrusive ads and digital surveillance—and we gave that frustration a unifying voice. To create a place to vent their annoyance, we drafted a “Privacy Manifesto,” modeled in the style of the Bill of Rights, and convened a consortium of influential supporters — including major ad agencies, digital rights groups, and policy advocates — to legitimize and amplify the cause. Execution: • Developed the Privacy Manifesto and protest activation as a global platform for privacy advocacy. • Created viral assets and provocative hashtags (e.g., #BlockYou) to spur online engagement. • Built a high-impact landing page and shareable media hub to fuel organic reach. • Activated a coordinated global earned media and social amplification strategy.

### U.S. Product Launch & Mobile Licensing Deals

Impact for CEOs: This case demonstrates how to transform an esoteric technology into a tangible asset that excites industry partners, press, and investors. By combining academic and design-world credibility with an earned media strategy, Rocket Science positioned AAVA Mobile as a trusted innovator and turned a reference design concept into a Go-to-Market ready product. Challenge: Finland-based AAVA Mobile had developed an innovative modular smartphone hardware platform, with the goal of licensing the technology to major manufacturers such as Motorola, Nokia, and Samsung. However, the company faced a critical visibility gap: its breakthrough existed only as a patented electronics schematic—called a “reference design”—with no tangible product to showcase. Without a physical prototype, media coverage and licensee interest were minimal, limiting AAVA’s ability to gain credibility in a highly competitive market. U.S. Launch Strategy: Rocket Science developed a PR activation to make an invisible technology visible. We partnered with a leading industrial design university to stage a global Product Design Competition, challenging top design students to envision what AAVA’s modular phone technology could enable. This approach simultaneously generated compelling product imagery, press engagement, and industry validation—all without the need for an actual manufactured prototype. Execution: • Partnered with university design departments and faculty to develop competition guidelines and judging criteria. • Hosted an in-person judging and media event to anchor the activation. • Recruited a jury of professional industrial designers and editors from top consumer tech publications to serve as judges. • Produced and released photo-realistic concept renderings of the student designs to the AAVA website. • Orchestrated a press “leak” to build anticipation and ensure coordinated same-day coverage across major outlets.

By: Travis Witteveen, Avira GmbH (acquired by Gen Digital)

In the years that we have worked with Rocket Science, the team has continued to achieve results far above expectations. Their professionalism and wealth of contacts and personal relationships in the market have given our company a competitive advantage that most clients would only hope to achieve. Highly recommended.

By: Hinda Chalew, Valchemy, Inc. (acquired by IBM)

We hired Rocket Science to devise and execute a GTM strategy for a totally new product category. Mark and his team were able to generate the strategy and deliver great results.

By: Gregory Miller, C[IQ]

I've worked with Rocket Science on several client engagements. Mark is a clear thought-leader in communications strategies and how they apply to rapidly emerging technologies -- especially in the areas of digital privacy and cybersecurity.