Armetic in Fauda
Fauda’s fourth season, one of the most successful and talked about series in the history of the Israeli television industry, aired last week on yes and will then air on Netflix. Beyond its loyal viewers, the one who has been waiting for its airing with great anticipation is the Israeli cyber company Armetic, which occupies a place of honor in the script, during a process that combines PR and content and is woven into the plot.
In terms of exposure and ratings, the connection to Fauda on the yes and Netflix platform puts Armetic on the main stage. The first episode of the previous season, the 3rd, broke all the viewing records of previous seasons with a record rating of 12.6% and a million views within 48 hours. The unprecedented success of the program, which has made it a household name in the world, will help Armetic expand its awareness of its cyber protection product not only among the knowledgeable but also to the general public, in Israel and abroad. Between Armetic and Fauda was built and designed according to the company’s dimensions and plot needs. So the narrative of protecting a business or security organization, serves both sides and is connected to what is actually being done in Armetic on a daily basis.
For example, the first scene in which the company appears (in the second episode), one of many kinds, takes place in a typical operating room, surrounded by screens that monitor what is happening in real time. Amid fears of a possible attack, one of the staff points out that “Armetic says that their system is currently scanning our entire cloud environment. They do not recognize any indication of an attack.”
More in-
The exposure that Fauda allows to wide and diverse audiences, is for Armetic a creative cracking to the challenge that most high-tech companies face – how to break the niche bubble ceiling of the high-tech world, and cyber in particular, and reach a wide audience that may never have heard of. The choice of Fauda, an action drama that also received rave reviews in its fourth season, also serves as an effective tool in the “employer branding” segment, giving company employees a respectable dose of “single pride” – not a trivial matter in an area that invests many resources in talent hunting. Beyond recruiting employees, the appearance of the cyber company in a series with a high media profile may also contribute to recruiting new customers.
Shai Morag, co-founder and CEO of Armetic: “As someone who grew up in Israeli intelligence, the collaboration with the creators of Fauda was both nostalgic and exciting. The intelligence and cyber work is usually done behind the scenes, and the opportunity to present it in front of the stage Amy Ariel, VP of Armetic Marketing: “Almost a year ago, when the idea first came up, it was clear to us that this was a move that we must participate in. In an industry where the threshold of excitement is being eroded every day, not every day we have the opportunity for an innovative creative move that includes working alongside a strong brand like Fauda, which can simultaneously expose and promote the local industry. ” And automatic monitoring of all existing digital assets in organizations (such as business entities, hospitals, government entities, etc.) spread across multiple cloud platforms, prioritization and risk management, detection of abnormal operations and automatic correction of malfunctioning configurations exposing the organization to cyber attacks.
All of these help significantly reduce the risk of losing sensitive organizational information and hacking of various kinds, whether it is for profit groups, industrial espionage, malice or on behalf of countries and terrorist bodies. The company was founded in 2019 by four serial entrepreneurs: Shai Morag, Sivan Kriegsman, Michael Dolinsky, and Arik Gumanovsky, whose previous companies were acquired by Microsoft, Palo Alto Networks and other international corporations. The company employs about 150 people and its offices are located in Tel Aviv and Boston. To date, Armetic has raised capital from many entities including: Accel, Forgepoint Glilot Capital .Partners, Norwest Venture Partners Qumra, .Target Global.
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