Eaton | IT After Dark
IT pros work long hours. Even moreso during COVID lockdown.
Our promotion gave them something fun to fill not only 9-5, but also 5-9.
When the world went remote, fast, IT infrastructure cracked under the pressure and our audience disappeared into their jobs. Behind the deservedly-celebrated frontline workers were backline IT pros keeping the world running. This 8-bit content hub celebrated their geeky interests with de-stressing resources, time-saving tools, and fun escapes like our 2D platformer game. The effort shattered benchmarks with an all-time high of 65% brand familiarity and a 40% lower CPA than the prior year.
The Elements
IT Sleep & Stress Survey – the first of its kind in the US, focused specifically on IT stressors, which helped IT pros feel solidarity with their peers — and Eaton.
Dynamic Content Hub that changed throughout the day and night, to give IT pros the help, or break, that they needed, when they needed it.
Retro Game that exalted IT pros as heroes (with Eaton as their secret weapon), and cleverly built brand familiarity.
Children’s book, to get those tiny IT pros to sleep faster.
Desk toy hotline complete with jokes, flattery, and more!
Role: Creative Director
Art: Chrissy Raftery, Corinne Hom
Copy: Zach Deluca