Syniti - migration monsters
2019
Creative & campaign strategy
Syniti are a leader in enterprise data management and migration. It’s no secret that as a CTO, a data migration on this global scale is a complex undertaking - that can even be career making (or breaking). As part of a series of ABM and content campaigns, Syniti needed to communicate their 8-step process for data migration, that not only de-risks these projects, but also simplifies them.
Making data migration simple: The Migration Monsters
Engaging with both influencers and decision-makers, it became obvious that in order to demonstrate the simplicity of choosing to partner with Syniti, we had to strip back all the technical language and inject some fun into what can become such a huge responsibility.
The golden question was ‘How would you describe your data migration process to a 5 year old'?. And hence, the Migration Monsters were born.
Partnering with a local college to create the character visuals and artwork, the Migration Monsters became an e-book which told the tale of the risks and perils throughout a data migration, and how Syniti’s products are the magic powers to overcome the beasts.
Knowing your monsters, and what do about them
Recognising that many of the CTO / COO targets in our ABM campaign had young children that often read stories of this nature, the campaign offered a light-hearted approach to an incredibly arduous task.
The ABM campaign was run with printed copies being sent to key target customers, as well as supporting social campaigns to encourage downloads of the e-book. The campaign saw success in the UK and European regions which lead to it being adopted by the North American marketing team too, as part of their content campaigns.
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