Crush: A Riverbed Brand Campaign (2012)

It’s man versus machine. The more data we produce, the more apps, servers, cloud space, and bandwidth we need. Time to push back.

For IT personnel, it feels like a never ending race to stay ahead of technology. More servers, more bandwidth, more, more, more. How do you sell enterprises a solution that actually enables more control without sounding like it’s just another app they have to find space for on-prem or in their cloud?

Featuring heroic photo portraits of customers, dramatic lighting, oversized san serif typefaces and the drama of our brand’s orange spot color, the $6M CRUSH campaign championed the return of control. With bold empowerment mantras, we positioned our IT customers as the heroic men and women now enabled to take control of their IT sprawl. The headlines focused on the primary pain points Riverbed’s technology overcomes. And how the customer now has the power to wrangle the never-ending petabytes of tech sprawl.

OUTCOME: Across six weeks, this campaign drove engagement with the Crush website that produced 1500 qualified individuals that ultimately influenced over 25 closed deals.