Thanks to Microsoft Azure Cloud Computing, bulky office server rooms are a thing of the past. So we encouraged and inspired New Zealand businesses to share with us novel, creative ways to reboot the empty space. We did this via a DM pop-up book sent to 500 of NZ’s top businesses, and an experiential elevator stunt at the country’s leading I.T conference. We then chose one participating business – Zespri NZ, shifted their 300 servers from on-premise to the cloud, and rebooted what used to be their server room, into a 1950’s themed drive-in theatre.

We encouraged and inspired New Zealand businesses to share with us novel, creative ways they would reboot their empty server room. We did this via a DM pop-up book sent to 500 of NZ’s top businesses, and an experiential elevator stunt at the country’s leading I.T conference. Both directed traffic to serverroomreboot.com where they input their suggestions. We then chose one participating business – Zespri NZ, shifted their 300 servers from on-premise to the cloud, and based on staff concepts, rebooted what used to be their server room into a 1950’s themed drive-in theatre. Features included custom signage, a refurbished vintage car which doubled as a meeting space, and wall decals that recreated Mt Maunganui (the location of the Zespri office) in the 1950’s. The TV / movie screen was linked to Skype and operable from the car, creating a surprising environment and an interesting story for anyone phoning in.

Experiential

– 6,500+ I.T professionals engaged with the elevators and received flyers

Pop-up book

- 23% DM lead generation (Avg. DM conversion rate is <5%)

Microsite 

- 17% of website visits entered the promo

- 2,500+ online entries

Overall

- 2.7M reach (in a nation of 4.4M)

- USD$322k PR value (for just $18k spend)