Our digital-first campaign challenged the decades-long dominance of traditional operating systems by positioning ChromeOS as an AI-forward, secure, cost-effective, low e-waste alternative for global IT decision makers considering a switch.
Challenge
We were challenged to convince enterprise IT decision-makers (ITDMs) across EMEA, NA, and JAPAC to rethink their long-standing loyalty to Windows and consider ChromeOS instead.
Many ITDMs stick with Windows because of its familiarity, compatibility, and predictable costs, often overlooking its drawbacks like security vulnerabilities, high hardware expenses, and constant maintenance.
With 2024 marking the end of support for Windows 10—and 42% of devices unable to handle the required upgrades—ChromeOS had a prime opportunity to step in as an AI-forward, secure, cost-effective, low e-waste alternative.
Approach
We launched a 5 month multi-phase digital-first campaign that positions ChromeOS as ‘the OS for a new era’. First, we sow seeds of doubt: surfacing familiar Windows errors that dramatise the weaknesses of their current solution. These were fast-followed by ChromeOS benefits to alleviate these issues. To build reassurance, our campaign also spotlights some of the most significant success stories from enterprises that are already thriving in their ChromeOS era. As part of our campaign effort we also launched an online film which ran across YouTube and LinkedIn, responding to the global tech outage - reinforcing the need for a a modern, cloud-first OS.
