SOURCE: Violin Memory, Inc.

Violin Memory, Inc.

May 10, 2016 06:00 ET

Hermes Creative Awards Honors Violin Memory With Gold Marketing Excellence Award for 'Disk Is Dead' Campaign, Which Delivered Key Brand and Lead Generation Results

Company's Creative 'Disk is Dead' Campaign Netted More Than One Million Impressions and 600 Percent Increase in Form Fills

SANTA CLARA, CA--(Marketwired - May 10, 2016) - Violin Memory®, Inc., (NYSE: VMEM), a global pioneer of award-winning all-flash storage platform solutions for primary storage and active workloads has been named a Gold winner in the Hermes Creative Awards program for the company's "Disk is Dead" campaign. The integrated, multi-channel initiative -- which launched in early 2015 and formally ran through October 2015 -- was aimed at driving public brand awareness with the intention of re-invigorating Violin Memory's engagement in the industry-wide flash storage conversation.

The campaign focused on a then controversial -- which is now a widely agreed upon -- position that "Disk is Dead for Primary Storage." The campaign theme was a timely and relevant tie-in, as Violin's technology replaces traditional hard disk drives in corporate data centers.

Violin's marketing team leveraged digital and traditional platforms. During the first seven weeks of the campaign -- which included direct mail, blogs, social content, earned media and paid placements -- Violin secured more than one million impressions within its target IT audience. The campaign also made use of Violin Memory's Levi's Stadium/San Francisco 49ers sponsorship to tie in a national sweepstakes where IT professionals could win several prizes including entry into a drawing to win one of several trips to go see Grateful Dead® during their "final tour." Winners and their guests received an expense paid trip to Silicon Valley to attend the concert in Violin Memory's stadium box with Violin's CEO and Violin's founder. The sweepstakes, which ran in May and June, saw more than a 600 percent improvement in total target audience form fills for each of the two months during which it ran.

The campaign, which also included custom theme-based t-shirts and stickers as well as physical and e-book content, concluded at VMWorld where Bill Walton, well known fan of the Grateful Dead, served as a great tie in to drive awareness and attendance to the Violin booth.

 "Violin Memory is honored to receive a Hermes Award," said Kevin DeNuccio, president and CEO of Violin Memory. "We are incredibly proud of this campaign, the conversation it drove in the industry and the results it generated for Violin Memory."

"The 'Disk is Dead' initiative was a great example of how a marketing team can come together and drive results in a comprehensive and creative way," said Amy Love, Chief Marketing Officer of Violin Memory. "The team recognized a problem -- for Violin it was lack of engagement in conversations that were relevant to the industry -- devised a creative campaign and executed a wide range of initiatives that delivered real, tangible results that went beyond expectations. The execution of the campaign was both consistent and seamless."

The Hermes Creative Awards program is a prestigious, international initiative recognizing creative excellence in all aspects of marketing and advertising campaigns. The program has grown to one of the largest of its kind in the world, with more than 6,000 entries expected for this year's competition. A look at the winners shows a range in size from individual communicators to media conglomerates and Fortune 500 companies.

Hermes Creative Awards is administered and judged by the Association of Marketing and Communication Professionals ( The international organization consists of several thousand marketing, communication, advertising, public relations, media production and free-lance professionals. AMCP oversees awards and recognition programs, provides judges and rewards outstanding achievement and service to the profession.

AMCP judges are industry professionals who look for companies and individuals whose talent exceeds a high standard of excellence and whose work serves as a benchmark for the industry. Winners are selected from 195 categories grouped under advertising, publications, marketing/branding, integrated marketing, public relations/communications, electronic media and pro bono. A full list of winners can be found on the Hermes Creative Awards website at

About Violin Memory, Inc.

Business in a Flash. Violin Memory, the industry pioneer in All Flash Arrays, is the agile innovator, transforming the speed of business with enterprise-grade data services software on its leadership Flash Storage Platforms™. Violin Concerto™ OS 7 delivers complete data protection and data reduction services and consistent high performance in a storage operating system fully integrated with Violin's patented Flash Fabric Architecture™ for cloud, enterprise and virtualized business and mission-critical storage applications. Violin Flash Storage Platforms are designed for primary storage applications at costs below traditional hard disk arrays and accelerate breakthrough CAPEX and OPEX savings while helping customers build the next generation data center. Violin Flash Storage Platforms and All Flash Arrays enhance business agility while revolutionizing data center economics. Founded in 2005, Violin Memory is headquartered in Santa Clara, California.

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