There were two key things at play when it came to formulating some campaign ideas:
1. The enterprise storage vendors NetApp wanted to displace are the big boys who, some would say, have been abusing that position and making their customers' lives harder than they needed to be.
2. The audience for the campaign was CIOs and CTOs. Notoriously tricky to engage and often the least receptive to obvious "marketing" approaches.
So, something different needed to be done to grab the attention of the target audience and tell the story about why they should consider a switch in enterprise storage vendors.
With that focus on what needed to be said and who the audience were Sharper came up with "Escape: The Big Bad Vendor", an 8-bit, retro style online game (that you can still play right now if you want www.escapethebigbadvendor.com)
Why this idea?
The target audience will predominantly be men of an age who will remember these 8-bit, retro-style games from the first time around meaning we can invoke a heavy dose of nostalgia, and through the game we can quickly and succinctly sow the seeds of why escaping their "big bad vendor" is a great thing to do.
Coupled with an on-page leaderboard (so people can compete against each other and themselves) as well as some nifty in-game data capture mechanisms (for further follow up), SCC and Sharper pitched the idea to NetApp...