‘Access Granted’ Is A Targeted Campaign
A new OOH and digital campaign, created by Liquid Agency for cloud directory platform JumpCloud, shines a spotlight on the brilliant IT minds that kept your company’s apps functioning properly during the worst of the pandemic. Entitled “Access Granted,” the campaign launches in three markets – Seattle, Austin, and Denver (where JumpCloud is headquartered) – and features real-life JumpCloud customers posing in heroic fashion. Next to them is copy with pronouncements such as: “Restore order to your kingdom with but one platform” or “Slay the evils of user login” or “May you be safe in any realm or app,” a nod to long-time JumpCloud messaging around “one directory to rule them all.” JumpCloud is used by businesses use to securely access their technology resources, data, and applications from any device or location.
“Access Granted communicates to the IT community that JumpCloud not only gets who they are as people, but also understands the pressure they’re under at work,” Jennifer Nelson, Liquid Agency Creative Director, says. “By leaning into mythological language, we’re suggesting that JumpCloud has the tools that will make its audience champions within their organizations.” The visual elements in the ads further the “gatekeeper” idea through the use of silhouetted lighting, rich colors, and complex geometric shapes behind the hero image implying a sense of defending something important.
Darin Albers, Liquid Agency’s VP Media, explains that instead of a broader national media buy, JumpCloud chose instead to first launch in specific markets where there is a high volume of tech-enabled businesses. “JumpCloud felt they needed to do something over and above to break through and the spot market strategy made the most sense,” Albers says. “We’re also trying some new things like programmatic OOH in office, residential and entertainment venues and audience-targeted podcast buys, including NPR.”
Liquid Agency is a full-service brand, employee and customer experience agency that got its start in Silicon Valley in 2001 and has offices in Portland, New York, and Santiago.
