Best Information Services Integrated Ad Campaign

Hitachi Data Systems (HDS) wanted to build awareness of their software-defined infrastructure (SDI) solutions in a competitive market as well as fill the sales funnel with qualified leads. HDS is well known as a storage provider, but felt they didn’t have the same level of recognition in the realm of SDI. And they hadn’t yet shifted their marketing efforts to the digital space, so they needed a strategic partner to help them concept and execute a new demand generation campaign. HDS and Faction worked in partnership to develop a robust new concept that could carry the brand through two years and multiple integrated campaigns. The SDI campaign established the first design and messaging executions for the “Business in Balance” theme through a series of emails deployed and managed through Marketo, direct mail, web pages and a comprehensive campaign microsite. The idea encapsulates the universal challenge of balancing the needs of IT and business and, ultimately, presents a path to a harmonious solution. Target Audience IT and line of business leaders in the director and C-suite functions, including CIOs and CFOs. Primary: C-suite and IT leadership (VP IT infrastructure, Head of IT Strategy) Secondary: IT and storage teams, including IT managers, directors, etc.

Contributors:

Creative Director :	Dan Schrad
Associate Creative Director :	Geoff Eakin
Associate Content Director :	Dave Flomberg
Designer :	Thomas Hutton
Art Diretor :	Ben Marshall
Writer:	Brooke Wylie
UX:	Natalia Klishina
Account Director :	Mike Swainey
Account Manager :	Melaina Johnson

FACTION

Location: United States