Commvault Compete Campaign
Turning a perceived legacy brand into a disruptive force
In the midst of the rebrand and repositioning, we needed to amp up Commvault’s presence in the market and shifting the conversation around Commvault being a complex legacy brand. We wanted to achieve this by calling out the competitors’ false claims and outlining how Commvault does it better.
The goal was to CIOs, ITDMs, and Practitioners to choose Commvault over Veeam, Cohesity, Rubrik, Veritas and other newer market entrant competitors by creating a campaign that simultaneously establishes Commvault as the leader in Modern Data Protection while de-positioning the competition and refuting their baseless claims.
The growth of disinformation and misinformation online has triggered a set of truth telling media formats to help debunk lies and untruths.
In some cases, it seems that even B2B customers have become somewhat immune to vendors bending the truth about their offerings. We wanted to find an inventive way to start a conversation about the importance of facts - as well as set the record straight.
Myth-busters and their ilk was the model we used to land on a way to talk about how there is a lack of regulation of “fact” vs. “fiction” in the data protection industry. It’s a compelling and resonant way to cause our audiences to stop, take notice, ask questions, and re-evaluate how important the truth is to them where the security of their company is concerned.
JMS is passionate about creativity, and every member of our team brings a uniquely creative approach to our discipline (whether it’s strategy, design, social media, content, etc.). But we also happen to have a deep specialization in highly technical, B2B enterprise technology.
We firmly believe that B2B enterprise marketing does not need to be dry, boring, or uninteresting — on the contrary, to stand out it needs to be the opposite. Our Commvault client has a similar mentality; represent extremely technical solutions in the most modern, interesting, compelling way possible.