Power Drive

Sharper B2B

Impossible to miss enterprise storage.

Collaborating with Sharper B2B who originated the campaign concept to create Power Drive - developing the creative vision, visual universe and interactivity that transformed their idea into a digital experience.

Enterprise storage isn’t exactly known for being sexy. Power Drive decided to shake that up and transform a complicated technology based proposition into something that everyone could understand, touch, play with – and yes, actually want to play.

The target audience were senior IT buyers across the UK who make decisions about how their company stores and manages data. The challenge was cracking how to speak to their world in a way that resonated without being patronising.

We personified PowerStore devices as racecars to take our customers on a journey that turned enterprise storage into high-speed, adrenaline-fueled racing rivalry.

The challenge was presenting an interactive experience that spoke motorsport’s visual language while remaining as accessible as a video game. We endowed each device with its own personality and performance attributes to give customers reasons to explore the full range without sacrificing fun.

What makes IT decision-makers tick?

Audience analysis revealed unexpected human commonalities. Underneath layers of technical accountability were interests unrelated to business tech—except where people interact with it. Motorsport and gaming immediately jumped out. Casual gaming, specifically. That common ground became our creative angle. We could offer more than an explanation of the PowerStore lineup. We could let the audience experience the tech for themselves.

Serious technology. Playful thinking.

Power Drive turned a complex B2B technology story into an interactive experience that delivered measurable commercial results.

4,500 Unique site visits
Target: 2,500

2,400 Game plays
Target: 1,000

£1.447m Pipeline value
Target: £500k

103 Unique form fills requesting CDW follow-up
Target: 50

By connecting what the audience knew with what they enjoyed, the campaign didn't just make enterprise storage more engaging, and it created a measurable route from interaction to commercial opportunity.