As the single largest consumer of IT, the federal audience was a key target for the Brocade “Goodbye Status Quo” campaign. With four D.C. Metro station dominations, newspaper ads and drive-time radio ads choreographed around main commuter routes during two critical time periods for federal budgeting, the campaign came to life in conversations around reducing CapEx, OpEx and waste – priorities that aligned exactly with key messages coming from Brocade sales.
Quantitatively, the campaign performed extremely well: 3,597,029 impressions and a 31% increase in engagement. Anecdotally, it did even better. Originally designed to generate awareness and consideration, the feedback from Brocade’s federal sales team was immediate, citing customers quoting the campaign verbatim and using the language to start new conversations within their departments.