Brand: Google Cloud
Agency: Eleven San Francisco
Country: United States
The most important commercial objectives for this campaign were to gain traction and boost consideration for Google Cloud among IT decision makers at Fortune 500 companies. Instrumental to this was seeing a rise in the perception of Google Cloud as being enterprise ready and as a leader in machine learning and artificial intelligence. Interviews with CIOs constantly surfaced a perception that "Google is just not serious about enterprise customers."1
While Google is one of the world's most iconic brands, Google Cloud is a challenger brand in its infancy. Launched as a distinct division in September 2016, Google Cloud has been trying to get into a game dominated by heavyweight competitors such as AWS, IBM, and Microsoft.