Red Hat Enterprise Linux 8 - Hello World

Red Hat is the linux operating system leader in the enterprise technology market - but the marketplace has becoming increasingly crowded and competitive. As we grow our portfolio and position ourselves to be leaders in hybrid cloud infrastructure, cloud-native app development and management & automation, it is absolutely essential that we protect our base of business, while capturing mindshare for the rest of our portfolio. We hadn’t had a major update to Red Hat’s flagship product in 5 years - and the marketplace had changed a lot in that time. The product launch for Red Hat Enterprise Linux (RHEL) was a hugely important release for the company, and we crafted the creative campaign for it accordingly. Our primary communications objectives were to:

Showcase innovation to help our customers and prospects see that Red Hat continues to innovate and reinvest in RHEL - the OS the cloud is built on.

Help audiences understand why their choice in OS is so important. The OS choices they make will have lasting impacts on their infrastructures. We want them thinking about what’s important in an OS, because RHEL delivers in every respect.

Ultimately, we wanted them to choose RHEL as their OS for net new public cloud deployments, for net new database and AI/ML deployments. And when they make the move to hybrid cloud, we want them choosing RHEL.

The Red Hat Open Studio (internal creative team) worked closely with business unit stakeholders, product marketing managers and leadership to craft and deliver an omni-channel campaign. To achieve the global impact we were striving for, we worked with our internal localization teams to go to market with creative assets in 8 languages from day one.