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...