By Egotist / /
SAN JOSE, CA — When much of the working world shut down due to the pandemic, one sector of business that was tested like few others was IT. Now a new OOH and digital campaign, created by Liquid Agency for JumpCloud, the cloud directory platform that businesses use to securely access their technology resources, data, and applications from any device or location, shines a spotlight on the brilliant IT minds that kept your company’s apps functioning properly while little else at the time was.
Entitled “Access Granted,” the OOH/digital campaign launches in three specific markets — Seattle, Austin and Denver (where JumpCloud is headquartered) — and features real-life JumpCloud customers posing in heroic fashion. Next to them is copy with playful pronouncements such as: “Restore order to your kingdom with but one platform,” “Slay the evils of user login,” and “May you be safe in any realm or app”, a nod to long-time JumpCloud messaging around one directory to rule them all.
“Access Granted communicates to the IT community that JumpCloud not only gets who they are as people, but also understands the pressure they’re under at work,” Jennifer Nelson, Liquid Agency Creative Director, says. “By leaning into mythological language, we’re suggesting that JumpCloud has the tools that will make its audience champions within their organizations. This is what really resonated with the client.”
The visual elements in the ads further the ‘gatekeeper’ idea through the use of silhouetted lighting, rich colors and, perhaps most strikingly, complex geometric shapes behind the hero image implying a sense of defending something important.
Darin Albers, Liquid Agency’s VP Media, explained that instead of a broader national media buy, JumpCloud chose instead to first launch in three specific markets where there is a high volume of tech-enabled businesses with bold placements designed to get attention. The placements include a domination throughout Seattle’s Capitol Hill transit station, the largest wall spectacular in the city located across from the stadiums Lumen Field and T-Mobile Park, home to the city’s NFL, MLB and MLS teams, as well as numerous billboards, kiosks and buses/train wraps across Austin and Denver.
“JumpCloud felt they needed to do something over and above to break through and the spot market strategy made the most sense,” Albers says. “We’re also trying some new things for them like programmatic OOH in office, residential and entertainment venues and audience-targeted podcast buys, including NPR.”
“JumpCloud makes it easier for IT to securely connect their employees to all the resources they need to do their jobs. And from a marketing perspective, we knew we needed to partner with an agency that not only understood our business and customers, but also how to credibly engage with IT teams through a clever campaign,” Cate Lochead, JumpCloud’s CMO, says. “Liquid Agency really understands how tech people think.”
About Liquid Agency:
Liquid Agency is a full-service brand, employee and customer experience agency that fuels growth, creates value and captures ROI. We leverage the power of brand to solve today’s most difficult business challenges by designing experiences for brands and their customers and employees — experiences that all connect with the heart of an organization’s real meaning and purpose. The company got its start in Silicon Valley in 2001 and offices in Portland, New York and Santiago. By embracing their roots, they paired design thinking with a lean, startup mentality. They make it fast, and they make it real, through a powerful and agile approach called Silicon Valley Thinking®, providing speed to market in a time of rapid change. The result is measurable business growth, and brands people believe in. https://www.liquidagency.com/