Isilon Systems: Just Don't Call It Storage.
Isilon® Systems is the leader in clustered storage. Wait! Come back! It really is cool, we swear! So you can already see our problem: The minute the "s-word" is dropped, the audience's eyes glaze over.
Can you blame them? After years of having phrases like "distributed networking across variable architectures" shoved down their throats, it's not unreasonable to run for the hills at the first sign of geek-speak. So, our challenge was: how do we position something that most people consider one step above plumbing as a competitive weapon?
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Not just a box in a closet.The Mortar360 process surprised us as usual. We learned about our target audience, but just as interesting was the discoveries we made about who our audience isn't. We discovered we wouldn't be selling to your garden-variety IT manager, or your garden-variety CIO. When you're talking about the kind of storage that can power MySpace, or help Cedars-Sinai fight cancer, you really aren't talking about a box-in-a-closet. You're talking about the kind of power that allows visionary thinkers to convert their raw data into useful information–and convert that information into breakthroughs. Now, who chases breakthroughs? Visionaries. And what do visionaries fear more than anything in the world? Mediocrity. Which leads us straight to the Almost Awards. Using a combination of PR, print and interactive, we're telling stories of loss and redemption that cut to the visionary's emotional core. |
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