The Motiv8-developed campaign aims to encourage IT professionals to adopt Brocade's storage area network (SAN) solutions.
Brocade sells its solutions through original equipment manufacturing partners, such as IBM, Hewlett-Packard and Compaq. These companies typically bring the products to market using their brand names.
According to Chris Fjelddahl, managing director at Motiv8, the agency took this into consideration when designing the campaign as Brocade channels all communication of product information, offers, education seminars and support services via these partners across Asia.
"Besides a few notable exceptions, the use of local languages in Asia is an absolute must.
"Especially so for IT-related material, understanding drops off significantly if messages are presented in a second language, said Fjelddahl. "Yet, we keep seeing major brands going in with English only."
He added that Motiv8 had used simplified Chinese, Korean and Japanese languages to reach Brocade's target audience.
