overview
Elastic, while used by over 50% of Fortune 500 companies, was still mainly recognized in developer circles. To help them gain brand recognition with executives, we launched their first-ever brand campaign across TV, podcasts, digital, social, and OOH– revealing a world of AI possibility.
Say: Campaigns & Media
Art Direction & Copy
Photo, Video & Motion
Content Production
Media Strategy & Planning
Influencer & Partnerships
Be: Branding & Consulting
Research & Insights
Do: Products & Experiences
Websites & Digital
Challenge
Despite Elastic powering over 50% of the Fortune 500, the brand was still only recognized within developer communities. In launching the brand’s debut campaign, how could we capture executives’ attention while establishing Elastic as essential to our AI future?
Solution
Asking ourselves “Who are the decision-makers?”. We invested time in understanding the executives' unique needs across a spectrum of services.
We conducted an in-depth audience study to pinpoint and understand the CxOs we aimed to reach. To showcase what is possible with Elastic, we created: a world of possibility – bringing this concept to life through a TV commercial and a dynamic website. To maximize impact, we collaborated with media partners to create customized content that cut through the noise and captured executive attention.
outcome
Impressions delivered in first quarter
New site visits from enterprise execs
Unique campaign assets in >6 months
Over-delivery on ad engagement goals