VMware’s IT Survivor

Most Australian IT professionals know VMware as ‘the virtualization company’; the company which broke down servers into smaller “virtual machines” to boost efficiency in datacentres the world over. Most professionals outside of IT don’t know VMware at all. But after diversifying its portfolio to include an “End-User Computing” division, VMware saw a need to swing brand perception from being about a single highly-technical innovation to a far broader portfolio, one with major tangible benefits for both IT and non-IT professionals alike.
Text100’s challenge was to articulate to non-technical and IT audiences the benefits of VMware’s Horizon enterprise mobility platform. Its goals were to create awareness, generate new leads, and drive stronger sales and uptake of Horizon solution in Australia.

Planning & Execution

1. Partner with LifeHacker (Allure Media) to offer readers the chance to be an “IT Survivor” – completing a series of remote-working challenges, using VMware Horizon, during a week-long stay on remote Magnetic Island.

Text100 partnered with LifeHacker due to its editorial focus on helping readers balance work and life more efficiently; its audience of tech-savvy (but not always technical) professionals from many industries; and its quirky tone of voice.

2. Send Angus Kidman, LifeHacker’s editor, to preview the IT Survivor experience using VMware Horizon on Magnetic Island – inspiring remote-working envy (and competition entries) from readers.

3. Sow conversations around remote/flexible working through online media relations around VMware research and case studies.

4. Sustain digital content across owned, earned, and paid channels to drive awareness and entries to the IT Survivor competition.

5. Send the IT Survivor to the island, proving (through live-tweets, blogs, and v-logs) that you can be productive while on a lusciously remote tropical island.

6. Leverage the IT Survivor’s experience as a case study and conversation-starter for VMware’s sales and marketing units, including as a mini-documentary shot on Magnetic Island.

Effectiveness / Results

• Entries: 884 competition entrants (target of 500)
• Leads: Supported more than AU$17m in end-user computing sales pipeline
• LifeHacker partnership: more than 18,000 visits to editorial content by more than 14,000 readers; nearly 3000 click-throughs to VMware from advertising
• Earned Media: 13 articles across print, online and radio
• Social Media: more than 1000 shares on social media for a single awareness- building customer story

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The Campaign Asia-Pacific Team