The Brief

Storwize V7000 is IBM’s new mid-range storage whose standard package offers premium performance and options of high-end level storages, and therefore, high performance with outstanding storage capacity under convenient maintenance. In order to optimize moment of truth for customers upon the launch, we needed to create a captivating communication impact while effectively delivering innovations brought to the industry by Storwise V7000.

Creative Execution

The biggest merits that we count on the new storage, Storwise V7000 is providing flexible capacity with compact size. To demonstrate the difference, we made a 3D DM Box which has the same shape as the real Storwise V7000. Also for DM, we are not only informing Storwise V7000’s objective perspective, but also transforming the Storwise V7000’s images with interesting and moving stories by ‘a ship in the bottle’.

Describe the creative solution to the brief/objective.

To captivate attention at first sight of Storwize V7000 presented by sales force, a mock-up Storwise V7000 3D DM was developed. Inside the compact-size 3D DM were 2 content material – (1) DM with ‘Ship in a bottle’ concept (inspired by a story of sailors yearning for ocean, who eventually makes their dreams come true by making a miniature ship in a bottle) to create emotional association of Storwize V7000 with something that stores beyond our imagination, and (2) a mini size 16GB USB memory stick for extended impression of Storwize V7000’s compact feature with high performance.

Results

The DM successfully created interest among TA about the newness of Storwize V7000. 17 leads were generated via faxback within 6 months, and their estimates totaled $872,000. According to performance stats, the result was double the average IBM performance by a DM in support of product launch. Positioned as the best in class, Storwize V7000 is now growing faster than any other competitive storages in mid-range storage market.