Campaign details

Advertiser: NetApp India
Brand: NetApp India
Agency: Text100 Global Communications
Country: 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 objective of achieving the #1 spot in the Indian market.

Target/audience analysis

NetApp sought to expand its influence beyond CIOs and CTOs to the broader C-suite, whose influence on technology decisions continues to grow.