Mercury Interactive makes software that tests the big, complex software that enterprises create for themselves. Our client already had 80% of the software testing market, selling individual testing tools to corporate software engineers. The only way to get more sales was to expend the entire market… so the client’s ambitious strategy was to make “comprehensive software testing” a top management policy. Our creative assignment: Get software testing out of the IT basement and up into The Boardroom of global enterprises.
The art director found these striking photographs in a photo magazine and we wrote headlines and copy bridging the images to the issues of software testing. The ads were striking in technology media and so effective running in 1998 that the campaign was extended through 1999 to capture the emerging e-commerce market.
The campaign was later honored as “Best of Show” in the Silicon Valley ADDY Award competition versus all the year’s creative work by the Big Name – and Big Budget – tech giants.