Hewlett Packard Enterprise had high awareness, but outdated perceptions as a legacy data storage vendor. HPE missed the first cloud wave, and they couldn't miss the next one, which was accelerated by COVID-19.

The pandemic brought a renewed focus on innovation for enterprises, with 10 years of digital transformation happening in just a few months; most companies switching to remote work practices; and 5G networks increasing tenfold. There is an explosion of data and new business models at the edge.

As the data and technology world changed, we needed to reframe perceptions about HPE as more than a legacy infrastructure vendor. Enter Greetings from the Edge. A new platform that positions HPE as the edge-to-cloud solution. And one that made this complex idea — that to really take advantage of insights, organizations need a platform that connects the edge to the cloud — not only simple, but exciting and inspirational.

Greetings from the Edge is a tour of the world that could be if only everyone understood this new way to mine and process vast quantities of data in real time (something that edge computing from HPE enables). Through films, print, digital display and even a VR experience, viewers are invited in to a world full of possibilities. Where apps and data connect seamlessly to create connected experiences at the edge – enabling businesses to make better decisions and stay ahead of the curve. Where the products in a grocery store change to fit your needs, where doctors keep pace viturally with their patients, and virtual information and entertainment is right there when you need it.

Businesses were just starting to adopt edge-to-cloud data processing, but in typical tech innovation timelines, we knew it wouldn't be long before it became the standard. It was already top-of-mind for our audience of tech-forward Business and IT executives. In fact, an estimated 80% of data will soon be processed at "the edge" in the next three years. HPE needed to get in and define edge-to-cloud before anyone else did, setting themselves up as the definitive category leader.

Our strategy was a single-minded focus on The Edge, as the sharp wedge to define and own the E2C platform. We wanted to jump rails out of the category-speak of techs and specs, and reimagine the Edge as a world of possibility where businesses are transformed.

In this anthem film, we see a world full of possibilities. Where apps and data connect seamlessly to create connected experiences at the edge – enabling businesses to make better decisions and stay ahead of the curve. Where the products in a grocery store change to fit your needs, where doctors keep pace viturally with their patients, and virtual information and entertainment is right there when you need it.

The campaign successfully shifted perceptions and relevance of HPE with our audience. 70% of viewers were more likely to associate HPE with “Edge to Cloud” and “Edge”-related terms; 60% of viewers were more likely to associate HPE with Cloud Services & Cloud. Top emotions after viewing the ads were “inspired” and “informed;” respondents shared anecdotally that they felt HPE was striving to create a better future for all. Behaviorally, the campaign performed with 50% higher engagement rate average than benchmarks on paid social, and 2-3x the engagement rate on organic social. And as mimicry is often the best indicator of success, we saw competitors begin copying our lead and leaning more heavily into Edge language in their own communications!