Making partner recruitment impossible to ignore
Partner recruitment is one of the hardest challenges in the cybersecurity channel. Exclusive Networks needed a way to make prospective Fortinet partners stop, engage and understand what the relationship could offer – so Asteryx turned the opportunity into an interactive tarot experience people chose to explore.
The Challenge
Partner recruitment is notoriously difficult. The audience is specialist, difficult to target and already exposed to familiar vendor messages built around programme benefits, incentives and sign-up prompts.
Exclusive Networks needed something that could earn attention before it tried to explain the offer – and then make the benefits of becoming a Fortinet partner feel relevant enough to explore.
The campaign had to be distinctive without becoming a gimmick, and interactive without losing the commercial reason to join.
The Idea
We put the future in their hands.
Asteryx turned partner recruitment into an interactive tarot reading.
A bespoke set of Major Arcana-style cards mapped familiar tarot meanings to Fortinet and Exclusive Networks partner benefits. Users selected three cards and received a tailored reading built around future growth, support and opportunity.
The experience was designed as a genuine reading rather than a themed landing page: custom cards, three-card combinations, decision-tree logic, animation and partner-benefit messaging all worked together to make a serious business proposition feel curious, distinctive and worth exploring.
How We Brought It To Life
The creative deliberately moved away from familiar cybersecurity clichés. The result felt unexpected in the channel while still keeping the partner opportunity at the centre of the experience.
Recruitment strategy and campaign concept
Bespoke tarot identity and custom Major Arcana card system
Interactive three-card reading and decision-tree logic
Fortinet and Exclusive Networks partner-benefit messaging
Interactive landing-page experience and animation
Monthly News in the Channel double-page-spread creative
Supporting social and digital campaign assets
Impact
70+ partners onboarded during the 2025 campaign year
More than 70 Fortinet partners were onboarded during 2025, the year the recruitment campaign was live.
The campaign also won Best Campaign – Digital Print 2025 and generated 679 clicks across a specialist cybersecurity partner audience – strong evidence that the creative earned attention and engagement in a difficult recruitment category.
The creative idea proved flexible enough to influence related ‘destiny’ and future-success activity in other European markets, extending the thinking beyond the original UK campaign.
Why it mattered
This campaign did not make partner recruitment easy. It made the proposition worth paying attention to.
By replacing another conventional recruitment message with something people could actively explore, Exclusive Networks gained a more distinctive way to show prospective partners what the Fortinet opportunity could mean for them.
It turned a difficult recruitment message into work people wanted to stop, explore and remember.
