Challenge
Sun Microsystems needed to create awareness of the arrival of the Project Blackbox, the world’s first virtualised data centre in a shipping container in Australia. As the global launch occurred a year before, the challenge was to generate a compelling news angle that would secure journalist attendance at an event close to Christmas.
Solution
n2n communications created an event to give journalists the opportunity to visualise Sun’s data centre capabilities. To encourage journalist attendance, n2n took a creative approach, highlighting the transportability of Sun’s data centre on the journalist invitation with mock ups of Project Blackbox in iconic locations like the Sydney Harbour Bridge and Bondi Beach.
The event gave journalists valuable face-time with the Sun management team, including tours of the data centre by Sun’s MD, providing Sun the chance to drive key messages about Project Blackbox.
Result
A total of 22 journalists and analysts came to see the Project Blackbox unloaded from the ship and took a tour. By offering the opportunity to interview Sun executives, take photos of the new data-centre-in-a-box and attend a cocktail event, n2n communications secured more than 30 pieces of coverage on Project Blackbox.
