The target audience was technical decision-makers, a group that tends to be sceptical of traditional advertising. Generic corporate messaging wasn't going to work. We needed something that would land with people who spend their days debugging dashboards and wrestling with data pipelines.
We leaned into the setting. The campaign ran at airport baggage claim, so we played on travel metaphors that doubled as data pain points. "Got data baggage? Reclaim control" worked on two levels. "No fog. No delays. Just good data" did the same. Each ad was playful enough to catch attention but specific enough to resonate with the right people.