Bank on NetApp

copy / campaign development 
ooh / digital / social

As part of a new brand identity rollout, NetApp was looking for new, creative opportunities to showcase its latest positioning as the Intelligent Data Infrastructure Company — and NYC was the perfect backdrop to reach new and existing financial services clients. In conjunction with ringing Nasdaq’s closing bell, NetApp purchased multiple OOH placements in some of New York City’s most famous locations — including the iconic virtual billboard at One Times Square.

I worked as Lead Copywriter to create a simple, on-brand marketing message that could make an impact in one of the world’s noisiest locations. 

Inside the creative process:
Key placements:

  • One Times Square

  • Nasdaq Tower & Nasdaq Marquee

  • Grand Central Station

  • BoA Building

  • Lincoln Tunnel

Banking on simplicity.

The marketing team’s messaging must-haves for this campaign were simple: a punchy tone, a finance-focused angle, and the tagline “intelligent data infrastructure.”

The real challenge came from the environment. In addition to Times Square, our ads would go live in elevators, on train platforms, and along subway corridors. We needed to fit our brand story into those brief moments baked into New Yorkers’ daily routines.

I came up with the “Bank on NetApp” headline because it quickly and effectively establishes NetApp as a brand you can trust (with that necessary nod to finance). We used animation to alternate between “Bank on NetApp / Bank on intelligent data infrastructure” to drive the point home that NetApp is synonymous with intelligent data infrastructure.