Objectives

Cognition was commissioned to devise a campaign which would capitalise on the loyalty equity that Apple had built up and position UD as the best alternative.

We identified the target market as creative agencies that have a need for fault-tolerant storage for the protection of their valuable data.

Following a thorough assessment of the market, Cognition selected MacUser magazine as a prime media vehicle for winning the attention of creative professionals and Apple users. 

Achievements

• Turnover doubled in the first six months of the campaign
• Substantial PR coverage including a double page spread competition
• Unprecedented demand from Europe now takes UD into 12 European countries
• UD has attracted new reseller partners who are high quality in terms of size and influence