Arctera had recently inherited the Backup Exec platform, a once dominant player in data protection that was starting to lose share to modern startups. And they wanted to make some noise about their new and improved product, so they could start reclaiming customer confidence.
Playing off the real-life fears of their core audience—the businesses who know the doom of data loss—we developed an in-your-face national campaign that positioned Backup Exec as the solution to all their data worries.
