Talking in code was a campaign created for Google Cloud to launch their new AlloyDB product to a global developer-first audience.
Aimed at an audience rarely targeted in advertising, we knew we had to approach it in a ‘language’ our audience would notice.
The campaign needed to be inclusive yet speak directly to our audience in a way they felt seen and understood. It needed to speak to human truths around developer-centric feelings, worries and ambitions. The copy and designs had to feel on brand, yet be tailored to this expert (and somewhat cynical) audience in a way that didn’t feel too much like direct marketing.
Our research informed us that addressing and acknowledging the current developer and ITDM pain points iwth standard PostgreSQL while offering exciting and inspiring solutions was the best way to convert our audience; and so this is what we centred the whole campaign around.
