The leader in backup and data protection solutions for the IT channel named runner-up in direct campaign category for its marketing campaign featuring the Atari gaming console
CHELMSFORD, MA – January 29, 2016– Intronis, the MSP unit of Barracuda and leading provider of backup and data protection solutions for the IT channel, today announced that its direct marketing campaign featuring the Atari gaming console was recognized by Ad Age in the direct campaign category in the 2016 B-to-B Best Awards.
Presented by Ad Age, the leading global source of news and intelligence for the marketing and media community, the B-to-B Best Awards celebrate the most innovative and creative work produced by B-to-B marketers and their agencies across the full spectrum of media, from print and online to outdoor and experiential. Campaigns were judged by Ad Age editors on their creative merits. For the full list of winners, visit adage.com/btobbest2016.
“We are proud to be recognized by Ad Age for the success we achieved through our direct marketing campaign that features the Atari gaming console,” said Richard Delahaye, Director of Marketing, Intronis, the MSP unit of Barracuda. “The people we wanted to reach with this campaign are busy IT business owners who are constantly being bombarded with emails, phone calls, and other marketing efforts. We knew that to get their attention we needed to make a big splash. So, we dug deep to find something that would connect on an emotional level and make us stand out from the competition.”
Launched in March 2014, the Intronis direct marketing campaign leverages the nostalgic appeal of the ‘retro-cool’ Atari game consoles to build awareness around Intronis business data protection solutions among IT solution providers across North America. The campaign began with 50 Atari units, and since that time, Intronis has delivered more than 1,500 Atari units, with an outstanding return on the campaign.
“Creating an emotional response is hard to do in B-to-B, but that’s what you have to do to deliver extraordinary results. We feel this direct marketing campaign has been such a great success because it reminds our recipients of why they fell in love with technology in the first place,” continued Delahaye.
“What we’re seeing more and more is advertising that not only stands out as great B-to-B work, but as great work plain and simple,” said Ad Age Editor Ken Wheaton. “The successful advertisers in the space know that behind the second B in B-to-B, there is still a person making decisions and they have to connect with that person in order to close the deal—whether it’s via print, video, digital, or even non-traditional activations.”
As the MSP unit of Barracuda, Intronis provides data protection solutions for small businesses, delivered exclusively through the IT channel. The Intronis ECHOplatform securely protects physical and virtual data with native support for physical imaging, VMware, Hyper-V, Exchange, and SQL, all through a re-brandable central management console that integrates with major RMM and PSA tools. With Intronis’ fixed-fee storage pricing per SMB account, IT service providers are able to streamline their pricing strategy and simplify their account management. Intronis was acquired in October 2015 by Barracuda. Learn more at barracudamsp.com.
About Advertising Age
Advertising Age is the leading global source of news, intelligence and conversation for the marketing and media community. Ongoing coverage of strategic topics like CMO strategy and data-driven marketing is complemented by breaking news on digital, social media, and more. The 85-year-old media group also produces original rankings including the 100 Leading National Advertisers, 100 Leading Media Companies, and Agency A-List.