RDX Super Drag and Drop

Autumn 2012 through Spring 2013


With this campaign, we wanted to communicate the new, high speed USB-3 interface for HP’s family of RDX rugged removable backup devices.

We also wanted to increase general awareness of the core benefits of RDX amongst small businesses (typically one server) on two key points:

  • Why RDX is superior to other storage technologies, especially USB and DAT tape
  • Why simple price tag comparison is not a good criteria for judging RDX – relative to other desktop USB hard drives, RDX is a more expensive solution

The Super Drag and Drop campaign proved to be a dramatic and memorable way of achieving the marcom objectives and supporting our overall business goals.  It was enthusiastically received by channel partners and, along with other focused marketing activity and sales incentive programs for resellers, helped contribute to a doubling of sales during HP’s FY13 financial year.