EMC Corporation, a world leader in information management and storage.
EMC needed a turnkey campaign toolkit for their Backup, Recovery and Archive Solution for use by their global network of channel partners (resellers). It was important that the creative be relevant and appropriate in North America and beyond.
1. Find the common thread: Tapping into common pain points, Pomerantz came up with a campaign that uses powerful imagery and missing letters in the headlines to identify with the anxiety felt by IT teams when faced with failed backups and missing data.
2. Make ‘em chuckle: The images used throughout the campaign gave a humorous spin to a serious subject, making the campaign and the subject matter approachable instead of ominous.
3. Give them what they want: EMC’s channel partners like options. We developed a complete toolkit of awareness-building and event-based marketing materials including postcards, email blasts, landing pages, banner ads and print ads. Each marketing piece included an area for the partners to co-brand with their content and logo.
4. Go global: The campaign was translated into multiple languages and distributed for use worldwide.
The campaign generated thousands of qualified leads in North America alone. It was well received by partners worldwide and is considered one of the most memorable, effective channel marketing campaigns executed by EMC.
Pomerantz also won multiple awards for the campaign creative.