Case study
Aruba focuses on powering businesses around the world via devices that scale.
Aruba launched Aruba Instant On (AIO) in 2019 to meet a need in the evolving SMB market: Providing enterprise-grade Wi-Fi to meet the rapidly growing needs of small businesses.
The challenge
With COVID-19 bringing about rapid change, SMB owners needed to digitally transform to keep up with demands. They needed an enterprise-grade network that didn’t require an enterprise-sized IT department. Thus, AIO — with a shockingly simple setup — was born.
The solution
We eschewed the “speeds and feeds” tech jargon of Aruba’s competitors and emphasized the ease with which small businesses could upgrade their Wi-Fi. This was achieved by personifying an Aruba access point as an affable and charming “spokesman” who would be the voice of AIO across all touchpoints. This was complemented by a unique, ownable look that stood out from the look and feel of competitors’ messaging.
Our activation framework consisted of a mix of paid media and social, influencers, and foundational organic review site efforts that stretched beyond the US — from UK radio to Hong Kong bus wraps to Australian video bumpers. All this helped AIO become a big deal for small businesses.
The Aruba Instant On work is a source of pride for those that support SMB... We’re definitely punching above our weight class with this campaign.
Shannon Byrne, Senior Director, SMB Marketing, Aruba
The results
The results
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