Ahead of its biggest product launch of the year, Arcserve found itself losing ground to newer, cloud-native market entrants that had quickly become media darlings. To push its way back into the spotlight, Arcserve needed a creative launch campaign that would cut through the noise, gain media attention and cement the company’s spot as a business continuity and disaster recover (BCDR) leader. Its objectives:
- Gain share of voice back from competitors that were viewed as nimbler and more innovative, specifically Veeam and Rubrik.
- Position Arcserve executives as data protection experts among media and potential buyers.
- Reach a global audience of IT decision-makers and channel partners in North America, the UK and France.