The International Broadcast Conference (IBC) in Amsterdam is always an important week in the diary for Isilon Systems. The company specialises in the supply of scale -out storage to Media companies and others who have a requirement to store and access high levels of unstructured digital data. This year the event sees Isilon introduce One to the world.
One is an avatar; av robotic incarnation of the Isilon brand symbolising the ease with which customers can scale Isilon products to meet their needs – and transform their business. One has been created and animated for giant screen presentation at this year’s show by axongarside.
We also designed and built the Isilon stand. The design of the stand itself imaginatively incorporates Isilon’s distinctive rings making full use of a great logo in a way never previously achieved.
Isilon has always been very successful at distinguishing its technology from alternatives in the storage market but this stand design together with the launch of One brings new levels of personality and differentiation to Isilon’s branding.
Avatars have become an increasingly used tool in B2C marketing. Think of BMI’s Tiny for example. Many B2B companies have shied away from this approach perhaps thinking that their products and services are too serious for such antics.
We take a different view of
B2B marketing. Yes of course, considered purchasing is a serious business but buyers look for market leaders and in difficult times, companies in which they have confidence in. A bespoke avatar used correctly is a great way of demonstrating confidence and inspiring staff and customers alike - quite apart from getting yourself noticed in a crowd of relentless predictability. axongarside’s
My Genius work or Maginus software, recognised in being shortlisted for this year’s
B2B Awards, has already demonstrated the very positive impact that such an approach can have.
One demands to be brought to life through animation. As search engines increasingly favour video, it is becoming an increasingly effective B2B marketing tool in driving traffic to the corporate website. Isilon’s animation will enjoy an effective shelf life beyond the exhibition stand. Far from being an expensive option this animation is well placed to deliver a great R.O.I into 2011.