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We get it, tech is complicated. Red Hat needed to address the common challenge our audience faces: IT complexity.
"Keep Your Options Open"
We want build new brand associations with our audience by addressing the real complexities they face with hybrid cloud. We're enabling the discovery and learning of any Red Hat technology, service, event, asset, or partnership with seamless UX.
Homepage hero + pill selector strategy:
With authenticity, empathy, and boldness, our campaign calls out invisible IT limits and presents bespoke Red Hat solutions. This hero spot accomplishes that with: a bold headline challenging cloud constraints; body copy highlighting the openness and flexibility with Red Hat; and pill selectors speaking directly to our audiences’ struggles.
The pill copy is a unique opportunity to identify with users in their frustrations and limitations in their tech. Users select their pain points, and are then presented with solutions to those issues on the Solutions Hub.
By naming each pill as a real-life tech pain point (taken from audience research), we show we understand the challenge(s) they’re up against, and we avoid oversimplifying and masking our audiences' realities. This strategy also helps us avoid putting solutions in front of users before they know what they need. Instead, we start with what they do know: the challenges they're facing right now.
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