AWARDS 2013, CATEGORY 18: April-Six for VMware

September 27, 2013

Shortlist best international audience campaign: ‘Real World Advantage - EMEA campaign agency’

VMware EMEA is tasked with engaging an audience that spreads from Turkey and Sweden to the UK and Spain. The cultural differences and linguistic challenges this creates are substantial.

We not only had to create marketing that would persuade an international audience but also that would persuade regional VMware marketeers that the campaign would work in their country and was worth adopting.

VMware’s Real World Advantage campaign was created from its inception with an international audience in mind. Our brief was to create a campaign that would transform VMware’s reputation and increase sales in the lucrative Small and Midsized Business (SMB) space across EMEA in a total of 17 languages.

The creative theme developed had an location neutral ‘Real World Advantage’ badge. We also shot imagery that would be culturally relevant across the regions, such as pizza and soda.

We ensured that we used budgets wisely and allowed for all our Call To Action pieces such as Tech Tips and eBooks to be delivered in local languages as well, as our experience shows this increases campaign success.

The various campaign elements rolled out over 10 months across EMEA and achieved an exceptional ROI for any VMware campaign. These details were provided to judges in theoriginal submission but are commercially sensitive and therefore confidential.