Spotlight Story : Fortune Cookie: Not your typical hardware ad
The "Fortune Cookie" ad for Axis StorPoint CD-ROM Server was the first ad in the storage industry that did not actually show the hardware. After all, how exciting can a bunch of server drawers look like, even if you use the best photographer in town? Instead, we opted for the clean design with almost no text and a catchy headline.
The results: the ad ran for 9 months in three key industry publications. It contributed to building Axis brand equity in the channel and among the end users, which translated into a 20% market share gain for the company.
