Pure Storage is a global hardware and software company providing all-flash data storage. Despite being a market leader with an industry-leading customer satisfaction score, Pure Storage have been missing out on 70% of the market due to lack of brand recognition, resulting in a lack of consideration when vendors look to upgrade.
We needed to make Pure Storage famous for something that would create distance between them and their competition; something their audiences could emotionally attach to. We found the answer in Evergreen™, their lifetime subscription-based, non-disruptive upgrades; Pure’s USP. And, because they were first to market with it, it’s something they can own. So Evergreen became the centre of our strategic and creative thinking – and that ownership turned into a place where the competition could not follow, a place where customers who want to live at the edge of storage innovation congregate and flourish.
By utilising Pure’s brand assets, colourways and personality, we embarked on creating a bold, two-month campaign that ‘paints the town orange’ in key metros of New York City (NYC) and London. Supporting our central message with benefits for which Pure is renowned – speed, high performance and sustainability – creates a compelling story that will drive brand awareness and ultimately market share for this unicorn brand.
Welcome to Evergreen
Brand Campaign, Strategy, Media, Customer Advocacy, Digital
The campaign creative centres on a transcendent world where innovation, speed and sustainability reign. A place where organisations move, put down roots, then enthusiastically recommend. A place known as Evergreen. The home of Pure Storage and their clients.
This environment will be brought to life on their website, allowing the audience to step inside the 360° world and interact with such brands as Mercedes-AMG Petronas Motorsport, exploring the benefits which their partnerships entail.
Instantly recognisable with its eponymous orange evergreen forest, pure white landscapes and blue skies, Evergreen is a destination which stands out as the haven for big brands against the cityscapes of NYC and London.
The campaign has just gone live, so we’re awaiting metrics, but our clients seem to like it…
Really appreciate everything you do…the OOH in London looks amazing and to date, nothing but overwhelming positivity has been generated from the local team. The fact that we went live, across the board and on time is testament to your dedication to the cause. Love working with you. Can’t thank you enough