The Brief

Autonomy makes software that makes sense of stored data, so not surprisingly the federal government are a key target and potential user of this innovative product. Just Media were briefed to think of ways to target this specific audience in an efficient manner and work with Autonomy’s marketing team to generate a wide variety of relevant media ideas.

The Solution

Just Media recommended a strategy of ‘surrounding the audience’ and selected a variety of media vendors which could offer direct access to this highly sought after audience. Product-related print advertising was placed in vertical government technology publications, brand-building outdoor advertising was placed in Washington DC metro stations and airports and finally highly targeted online advertising was placed to promote a series of specifically related events. The campaigns have also been updated and amended regularly whilst remaining consistent in target and objective, allowing the audience to be taken on a brand journey over time.

The Results

Autonomy bolstered visibility and recognition of their brand and solution in a key vertical sector. Meetings with important government decision-makers were established. When one high-ranking official was asked how he came to know Autonomy, he recalled the company’s metro station advertising. In addition, Autonomy secured significant technology deals with multiple Federal agencies, which now incorporate the Autonomy solution into their infrastructure.