The R.O.I. Group
Return On Imagination.
Western Digital A Brand Repositioning Story. Product PC Hard Drives Problem In a world full of parity PC storage products, how do you raise awareness, preference and demand for WD hard drives? Strategic Insight • End-Users: People are passionate about their data. They get emotional about losing it. Just ask anyone who’s had their hard drive crash how they felt. Reliability is the single most important product attribute. • The Channel: Resellers also demand reliability because there’s no profit in repairing or exchanging drives. Strategy • Reposition the brand as the ''world's most recommended and reliable brand of hard drives'' by leveraging WD's absolute commitment to R&D and engineering to ensure the reliability of their drives. • Use true stories of real people trusting their life's work to WD drives to reinforce and personalize the message of reliability. • The new tag line, ''Put Your Life On It'' reinforced the new positioning. Tactics Print ads in end-user computer enthusiast publications, trade pubs and reseller pubs; online banner ads and a variety of sales and marketing collateral materials. Target Audience CIOs, IT managers, engineers, computer resellers, end-users. Budget $6 million Results • Brand awareness increased 21%. • Brand image and preference up 17%. • Stock price doubled and spilt. About This Ad This ad was part of a national brand campaign repositioning Western Digital as the world's most recommended and reliable brand of hard drives. The ad acknowledges individuals keep their lives on their hard drive. And, reassures them their life’s information is absolutely safe on a Western Digital hard drive. To view more campaign samples, click “Gallery” at bottom, left. |
