THE BRIEF Interxion UK wanted to produce a vibrant and impactful campaign to raise awareness of its London data centre campus, particularly to businesses operating in London. Interxion is the only data centre campus located within Central London and wanted a campaign that focused on three key value propositions of Location, Interconnection, and Excellence.
To bring these values to life, they wanted to create a striking online campaign, supported by a suite of content assets and driven by email, paid-for and social that would stand out amongst a crowded and somewhat traditional market.
HOW IT WAS DONE First Base supported Interxion in developing the strategy and content to execute the campaign, as well as focusing heavily on a creative concept that would ensure it stood out and grabbed the attention it deserved. With the creation of a bold landing page, accompanied by equally striking content assets, emails, social graphics and Google AdWords banners, First Base created a colourful and impactful campaign that helped Interxion meet its marketing and business goals.
First Base was asked to create a ‘stand-out’ and memorable visual theme for all assets associated with the campaign, something that turned heads in what is traditionally a relatively safe and uninspiring market. First Base saw this as a great opportunity to do something different, and to utilise what is in fact a very broad set of brand guidelines that Interxion have.
THE RESULT The campaign centered around a main campaign-specific landing page that would house the necessary content assets (infopaper, brochure, blogs, case studies etc) and provide a central point for all digital comms thereafter to point to. Email, PR, Social and Paid-For all served the strategic purpose of directing prospects to the DCL landing page. The creative theme was carried through across all content and touch points so it was clear to the audience, whatever stage of the journey they were at, that it was all DCL-related.
In terms of delivery, content and creative were turned around within a four-week period through November 2016, and handed over to the internal Interxion marketing team implement through December ready for a January launch.