Cannes Lions

Modern Software Factory

JOHN MCNEIL STUDIO, Berkeley / CA TECHNOLOGIES / 2018

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Overview

Description

Organizations today are faced with competitive challenges that disrupt the norm and redefine business. Established enterprises are often caught off guard and struggle to keep up.

Our insight: Businesses need software to innovate and grow, but obtaining and implementing it is challenging. To deliver superior customer experiences at unprecedented speed and scale, companies need innovative tools integrated within an agile process.

Our idea was to position CA as a Modern Software Factory that is a hub of digital transformation. This magical place is akin to a Wonka factory for decision-makers—it’s where insight, automation, and security work together to create better apps.

Our insights helped us: 1) raise awareness (convey CA’s vision and strategy); 2) engage IT pros and shift their perceptions (show customers how CA helps businesses transform); and 3) help customers get value from their existing CA products and learn more about its portfolio.

Execution

CA’s innovative Modern Software Factory Campaign positioned CA as having the agility of a start-up and the scale of a large enterprise.

In the 30-second “Software Factory Tour” commercials, a guide leads skeptical guests through this magical space “where insight drives experience” and “agile isn’t just a buzzword.” The result? Faster software development, powerful applications, and secure growth in this rapidly changing marketplace.

These rich, entertaining, and purposeful spots cut through the marketing noise and showed our target of Millennials, BDMs, ITDMs, and developers that CA is the clear choice for transforming businesses.

As the campaign progressed, we added video and blog success stories about businesses that built their own Modern Software Factories. We also integrated demand generation efforts with integrated marketing focused on RACM (Retain, Acquire, Compete, and Migrate). These campaigns stressed continuity, global compete, paid search, and our software factory brand alignment.

Outcome

To date, the Modern Software Factory has received more than 1.7 billion impressions across TV, digital and social media. It has gotten 77 million digital video views and 1.29 million on-site engagements.

Company research conducted shortly after the promotional period showed that CA’s customer consideration and familiarity levels increased 10% and 14% year-over-year, respectively. Its web mentions rose 40%.

Additionally, we found favorable measures in the following areas:

• 89% of our target believes CA offer excellent solutions for IT Business Management (up 3 percentage points).

• 89% of our target also recognize CA as a leading edge software company (5 point increase).

• 87% believe CA is a trusted brand.

• 86% see CA as relevant to their business needs.

• 37% “agree completely” (6 points higher than prelaunch).

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JOHN MCNEIL STUDIO, Berkeley

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2018, CA TECHNOLOGIES

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