What a time to be data
QUANTUM
Client
Quantum
Services
Identity & Naming
Brand Strategy
Advertising & Conceptual Development
Strategic Messaging & Positioning
Creative Production
The Challenge
Change the perception of Quantum as a data storage company, to the leader in enriching unstructured data.
Strategic Decision
The A-Ha Moment
“My data is way different with Quantum, now there’s so much more I can do with it.”
The Creative
Thinking beyond the traditional data storage category—and knowing Quantum could own the idea of providing customers with a new, fresh, enriched type of data that's “alive”—was all the firepower we needed to create bold, engaging, and completely competition-busting executions.
While other players were talking to the storage folks, we had Quantum go bolder by speaking to those who wanted their data to deliver insights, provide answers, and do so much more. So we developed a myriad of advertising executions, a new website, and a trade show experience that truly welcomed everyone to the Enriched World of Living Data.
For the National Association of Broadcasters trade show, we built a larger-than-life graphic to interactively land the idea of ‘living data.’ Individual call-outs represent metadata: the different kinds of “tags” Quantum users could apply to their data (the example below was for sports video footage).
We also created unique imagery that celebrated specific aspects germane to key industries utilizing Quantum. This provided the opportunity to stretch the creative boundaries of our “Living Data” concept beyond our client’s (and the marketplace’s) expectations.
“From the stunning new visuals to the unique, fresh approach of our logo treatment and tagline, our executive team LOVED it all. Thanks for all the hard work. #nailedit!”
—Natasha King Beckley, Chief Marketing Officer at Quantum
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Mortar Advertising Inc. San Francisco. Advertising. Branding. Creative. Strategy. Marketing.