Our brief was to develop a campaign strategy to leverage Aruba’s enterprise level experience, expertise and trust into the small and growing business segment. This needed to demonstrate an understanding of the specific challenges and opportunities in the fast-growing SMB sector. With the output being a defined sub-brand, unifying campaign idea, and messaging that extends across different market verticals and can be applied to a variety of content assets and media.
Planning and strategy
We identified three challenges surrounding this brief. One – the threat landscape was being shaped by the dual forces of increasingly sophisticated attacks which are hard to detect and the proliferation of BYOD, IOT and Cloud which generate overwhelming numbers of false positives. Two – security professionals had a dilemma, needing to open up the network for mobility and digital transformation, yet at the same time protect against attacks. Three – there was fierce competition for the best analysts who can provide a more sophisticated threat response.
The key challenge was the fierce and well-established competitor landscape – all offering similar, often cheaper competitive solutions. In order to develop a compelling campaign message, we needed to identify what set Aruba apart, and why they had authority to be in the small business space. Not only does Aruba believe in the quality of their products, offering a one-year warranty, but they’re a big player in the wired and wireless networking space, recognised by Gartner as a Leader in Wired and Wireless LAN Access Infrastructure for 13 consecutive years. So our campaign proposition was simple – Experience knows best.