Deceptively Spacious marketing campaign

NetApp needed to find a way to promote their latest piece of clever storage virtualisation software. This firmware took a 1Tb server box and turned it into a 2Tb box… essentially, bigger inside than out, a little like a certain blue box seen on TV.

The carefully worded and visually crafty campaign, that avoided some fiercely protected trademarks and copyrights, lasted a year and regenerated itself as everything from a tactical desk drop box with working blue light, to life size exhibition replicas. The campaign struck the right chord with the target audience and NetApp achieved phenomenal results, creating a sales pipe of over £10+m.