Netapp India: Making storage flashy

Data services company NetApp broadened its potential customer pool in India by using creative storytelling.

Campaign details

Advertiser: NetApp IndiaBrand: NetApp IndiaAgency: Text100 Global CommunicationsCountry: India

Situation analysis

Despite enjoying a strong number two market position in enterprise storage, NetApp's brand had traditionally struggled to engage with a broader C-suite audience than the CIO alone.

To do so, NetApp sought to move away from purely product stories to narratives that addressed broader line-of-business pain points – not an easy task when dealing in the relatively technical domain of storage.

NetApp recognized that its Flash storage technology could provide strong storylines around innovation and business ROI, supporting its overall...

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