Repositioning Europe’s largest cloud service provider… with a difference.
The challenge
The cloud, but not as we know it
As Europe’s largest cloud services provider, OVHcloud delivers public and private shared hosting and server solutions. Although it has an international presence, with datacentres and operations in 140 countries, the brand lacked awareness beyond it’s home nation of France. To get ahead, OVHcloud needed make a name for itself in the regions key to its growth with a brand repositioning and activation campaigns in target territories. In a competitive market full of leading global players including Amazon Web Services, Google and Salesforce, OVHcloud needed to shake up the status quo.
Our solution
The world needs different
A brand concept that celebrated diversity, individuality and freedom created a distinctive position in a sector defined by challenges around data sovereignty, privacy, governance and inflexibility. It was a strategy born from our extensive research into target territories, identifying audience pain points and defining the core messaging pillars that answered them.
The creative idea of ‘The world needs different’ recognised and spoke to a powerful desire for the cloud to be on the user’s terms and match their goals, with an eco-friendly, adaptable and autonomous approach, which would disrupt competitor offerings. We created a suite of visual brand assets for digital activation from stills to motion, and developed tailored brand messaging for UK audiences for the first regional campaign launch.
The outcomes
Ahead in the cloud
With a campaign launch in the UK, we targeted specific media that our C-level audience was most actively engaged with, including strategic DOOH placements around London, leading newspapers and publications such as The Economist and specialised tech websites, and social platform activation.
In Wave 1, the campaign was already overperforming on brand uplift, more than doubling the CTR, and securing two million more impressions than targeted. Placement in The Guardian and The Economist helped with brand legitimacy and video placement online saw big engagement with C-suite audience.
And this was just the start. With ‘The world needs different’ still ongoing, we’re currently adapting the campaign to build on these incredible results and continue to make the difference.