Client Overview: 

Rackspace is a technology company with a deep focus on hosting, data management, and security solutions that offer 24-hour live support for all your integrated service needs.

Role:

Creative Director, HTML5 animation 

The Ask:

Develop a dual brand awareness and demand generation campaign to shift the perception of Rackspace being merely a web hosting company to more of an integrated services partner to companies using AWS or Azure as their platforms.

Campaign: 

“Conversation”

Concept Description

Our research leveled up a handful of very insightful observations that helped shape this concept:

• The IT audience trust people more than they trust marketing.

• They consume a lot of content and have next to no time for marketing.

• They don't like being talked down to.

• They haven’t always had good experiences with vendors solving their problems. 

• They’re under pressure.

Having a human conversation centered on common pain-points designed in a way that stood out from a sea of servers and stock photography was crucial. We have seconds to get your attention to try and communicate “We're better than your brand name technology stack—and we have something that they don't: Real people who answer the phone 24/7/365”.