A new campaign’s central theme is that unexpected things – such as spills, theft, or a virus – come without warning and could cause the irrevocable loss of digital data, like photos, files, music and videos saved on computers.
Carbonite (NASDAQ: CARB), a leading provider of online backup solutions for consumers and small and medium sized businesses, today, Feb. 20, unveiled an advertising campaign created by its new advertising agency, Arnold Worldwide.
It comes with a message for consumers: there’s no warning when you lose your files, which is why you need Carbonite. Featuring new television, print, radio and digital creative, the integrated campaign illustrates that computers need backing up, and that Carbonite is the solution for data protection.
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Across the campaign components, various depictions of warnings predict impending loss. In each case, the warning serves to illustrate how there is no actual warning in real life when data loss occurs.
“Every day, people lose cherished family photos, important documents and many other files due to an unexpected event. Carbonite was founded on the belief that devices that store your data should be backed up, and that online backup is the best way to do it,” said Tom Murray, senior vice president of marketing, Carbonite.
“We want our customers to know that there is an easy, automatic and affordable way to backup files so that they can be easily recovered in the event of a loss.”
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The radio and TV ads will feature this message in a voiceover to further impart the significance. In the new TV commercial, a bride and groom receive warnings that they are “about to lose everything.”
Rounding out the campaign are print ads, which include a spilled cup of coffee that spells out the warning, “Your Laptop Will Take a Spill,” and an airport departure screen that displays the message, “You Arrive. Your Laptop Doesn’t.”