Every client has a tailored strategy appropriate to its objectives.
As part of Firefly’s ongoing work with EvoSwitch, a next generation, carbon neutral data centre in the Netherlands, the agency was tasked with creating buzz around the group’s fifth birthday. Firefly pitched the idea of using the company’s ‘Next Generation’ strap line to play on the television series ‘Star Trek: The Next Generation’ in order to grab the technical community’s attention. Firefly was given the go ahead to produce five commemorative ‘Next Gen’ themed pictures and a press release entirely in Klingon (to accompany those in traditional languages).
The pictures showed EvoSwitch ‘officers’ protecting the world from alien Co2 while going about the day to day running of a data centre. Each linked in with a core EvoSwitch message, such as a picture of an EvoSwitch employee ‘beaming’ into work using a biometric access control door, which was accompanied by text describing EvoSwitch’s security provisions.
The pictures were featured on the industry’s leading publication, Data Center Knowledge, which reported “Amsterdam provider EvoSwitch has always billed itself as a ‘next generation’ data centre. This week, as it celebrates its fifth anniversary, EvoSwitch is boldly going where no data centre press announcement has gone before.” This kicked off Twitter buzz which saw journalists, analysts, customers and prospects tweet about the carbon neutral data centre and wish EvoSwitch a happy birthday. One senior analyst tweeted “Wowza – that’s cool [Klingon translation] May I have one? Can’t believe I’ve asked for a press release – result, chaps!”.
Journalists and analysts certainly remember EvoSwitch when we get in touch now.