Creating the market for Virtual Cloud Networks

Client

VMware

Overview

VMware has led the market in virtualisation and cloud computing technologies over the last decade. But, with emerging models for designing and deploying modern applications, in addition to software-defined networking and new models in security provision, VMware recognised that it had a strong story to tell to specific vertical markets.

Recent technology acquisitions combined with pioneering new architectures could be fused to create new capabilities. New visions for accelerating and securing digital transformation were now possible – but the problem was a lack of resources that formalised these new possibilities. Sales teams were unable to articulate the value of these ‘future states’, let alone the specific benefits to the business in key segments.

What we delivered?

The Rubicon Agency was approached to develop a suite of market briefings to establish and articulate notions such as Virtual Cloud Networks (VCN). These were intended for a selection of vertical markets, but commencing with the Financial Services industry.

The briefing explored the challenges faced by Financial Services businesses dealing with the disruption and market transformation from digital native fin-techs. Alongside these competitive market challenges, the briefing explored the changing dynamic for developing and delivering modern enterprise applications, and how a VCN should be considered for a future solution.

The campaign was supported by a suite of posts as well as teaser, trailer and summary videos for social sales stimulation.

What did the campaign achieve?

The campaign was something of a break-through for the team, being a new model to enable sales and drive strategic, elevated conversations with key clients. Additionally, the effects of direct customer touch and influence with thought leadership content were recognised as a way forward for future endeavours.