Problem:
VMware wanted to build a campaign that would raise awareness and generate high-funnel leads.
Solution:
We decided to create something fun and engaging and ran a contest in the Spiceworks Community of IT professional. The campaign and contest was based around the idea that VMware understands the day-to-day problems of IT, more specifically, that their job is constantly under attack by endless end-user requests. This makes it difficult for them to get the more long-term and strategic projects taken care of. The contest asked IT to tell VMware what it would take to help them “win their IT battle."
The Shoot:
I came up with the idea for the scene and hopped down to the army surplus store the same day to pick up some props for the shoot (my credit card got flagged… apparently dropping an $800 deposit at an army surplus store was not in-line with my spending habits). I art directed the shoot the next day.
The Ads:
After the shoot, I worked on the color correction and composite of the main scene for the ads. We then took out individual models to build on the concept and add variety to the campaign.
Results:
The contest was the top performing contest in the Spiceworks Community that year and received a lot of positive user feedback. The campaign pulled in more than twice the amount of estimated participants.
