Hitachi Data Systems (HDS) is a b-to-b company that provides storage infrastructure platforms, storage management software, and storage consulting services.
"The battle that Hitachi is currently facing is there are four different ways to purchase and implement storage virtualization," says Steve Zivanic, senior director of corporate communications at HDS.
Its challenge was to differentiate itself from competitors in a way that was both entertaining and humorous.
Strategy
The campaign focused on the rivalry between placing storage virtualization in the controller (HDS' approach), ...