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HPE tames the IT monster with global digital campaign


By Kyle O'Brien | Creative Works Editor

May 17, 2018 | 4 min read

Hewlett Packard Enterprises (HPE) sees that IT issues can be a monster, both metaphorically and literally, in a new campaign called 'Tame I.T.'

Tame I.T.

Tame the I.T. Monster with HPE

The campaign, by Publicis North America, is made to stand out in the tech category with a relatable message for IT customers.

HPE explained that modern IT environments can be complex and difficult to manage. Legacy systems, constant workarounds and third-party solutions can grow out of control. For IT customers, it can feel like a “monster” that takes on a life of its own, disrupting business, slowing innovation and impacting business productivity.

The 'Tame I.T.' campaign brings the IT monster to life as a big, red, furry, disruptive character who personifies IT complexity and specific customer pain points with humor – demonstrating the company's empathy and deep understanding of its IT customers’ challenges.

Chief creative officer of Publicis New York, Andy Bird, commented: “Tech problems are often massive, almost inexpressible and monstrous in scope. We took that simple idea and crafted it into a big smart, creative visual. The red monster simply conveys the scale of the issue and just how quickly HPE provides a solution.”

Each creative execution uses the IT monster to represent a specific pain point and shows how businesses can tame the monster with software-defined solutions from HPE. Those solutions reduce complexity, offering a simple, flexible, easy-to-manage experience that empowers IT to operate at the speed of customers' businesses.

Global head of brand experience at HPE, Marissa Freeman, stated: “At HPE, we obsessively focus on identifying and resolving our customers’ challenges. It is our reason for being. And, what better way to bring to life one of the industry’s monster problems, than with a literal monster. It is a light-hearted interpretation of a deep-seeded problem, injected with a dose of humanity. We believe our customers will not only relate, but smile.”

The global campaign is driven by a digital-first strategy, and the work will appear in the US, United Kingdom, Germany, France, and Japan. Campaign media elements include digital video, display ads, search, social, out of home, broadcast and events.

See the spots by clicking on the Creative Works box below.

Hewlett Packard Enterprise (HPE): Tame I.T. by Publicis North America

By Hewlett Packard Enterprise (HPE)

Overall Rating 4/5

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