Based in palo alto, ca, vmware is the global leader in virtualisation. Vmware technologies is the driving force in the emerging market known as cloud computing. With a large transformation occurring in the market, robin matlock, vice president, corporate marketing at vmware, knew the time was right for a new marketing campaign.

“VMware’s virtualisation technology is enabling companies to deliver IT in a much more optimal fashion,” said Matlock. “We identified the need to reach a more senior-level audience who may not be as familiar with VMware as mid-level IT managers are.”

The objectives for the campaign were twofold: (1) to increase awareness of VMware with CIOs and their top staff in commercial and enterprise accounts, and (2) to position VMware as a critical, enabling player in cloud computing.

“The new effort wasn’t without its share of challenges. But GyroHSR remained committed to producing an effective finished product and never lost sight of the ultimate goal,” said Matlock. “The GyroHSR team was very resilient and kept striving to make the campaign better and better. We now have a campaign that we are really excited about - on a global level.”

“Move Beyond” illustrates how VMware is pushing the boundaries of traditional IT into the future by transforming the way in which IT serves the business. Moving beyond means moving past the limits imposed by the cost and complexity of today’s IT infrastructures. Visually, the campaign builds on strong VMware branding elements to depict VMware’s new IT approach and the pragmatic path to the cloud it provides to its customers.

The campaign was launched to senior business IT and senior IT influencers through an integrated approach including print, online, events, out of home (OOH) and social and is scheduled to run through the end of the 2010. Although it’s still too early to share the level of success in the market, initial results are very positive. The team at GyroHSR built a sophisticated graphical dashboard to ensure a comprehensive view of the results of the campaign on an ongoing basis. The dashboard provides data on up to ten key metrics - both on a campaign aggregate level and broken down by region (North America, EMEA and APJ). Additionally, groups within VMware have embraced the campaign - incorporating the theme and creative into their own work and the way in which they talk about the company.

“There is no question that ‘Move Beyond’ has been met with great support,” said Matlock. “The team at GyroHSR can be proud of the campaign they developed and we are looking forward to seeing strong results throughout the rest of the year.”

The aim of the ‘move beyond’ campaign is to bring to light the benefits of cloud computing while positioning vmware as the leader in cloud computing for enterprise it in a way that helps the brand own the desktop virtualisation market in 2010