Microsoft SQL Server SSD Appliance
https://www.microsoft.com/ja-jp/sqlserver/2012/ssdappliance.aspx Client Objective/Challenge A Nikkei media report made it clear the advantages of servers from Oracle, Microsoft’s main server competitor over their own server solutions. In response Microsoft combined with 3rd party suppliers such as DELL and HP to release a range of custom products to offer even more reliable server and storage solutions. I was tasked to art direct the the communication plan. Creative Solution In order to improve awareness and relevance to IT specialists and decision-makers we began our consumer-journey from a traditional print media touchpoint stressing both the feature and the benefit in an equally weighted message - Super-high speeds, with no tuning and 10 times the performance. Finally with a significant reduction on price, a key concern for the target; our creative delivered a balanced message, from print to web, including digital content, to successfully raise the profile of “SQL Server SSD Appliances”. Results The campaign out-performed the target by approximately 12 times, with 120M impressions.