ABOUT

From security nightmares to outdated tech stacks to shadow AI, IT professionals face daily frustrations. In these moments, they have two choices: give in to the rage or find a smarter way forward. Box, a leading B2B cloud content management platform, empowers IT teams to turn exasperation into efficiency by simplifying complexity and enabling seamless collaboration.

TMW Business was challenged to develop a campaign that boosted Box’s visibility in the UK, engaging IT decision-makers while shifting perception from a utility-based solution to an emotionally resonant brand. Our goal was to drive impressions, increase brand awareness, and build pipeline growth – all while standing out in a sea of dry, feature-driven messaging.

Rather than adding to the noise, we embraced humour. Our insight? IT rage is universal. Instead of ignoring it, we acknowledged it by turning it into a campaign that made our audience laugh. And so, ‘Don’t Get Angry, Get Box’ was born.

We enlisted comedian Michael Spicer to personify IT frustration, positioning Box as the antidote to their rage. The campaign deployed a multi-channel strategy across video, social, and digital platforms, reaching IT professionals where they were most engaged.

The results were something to shout about – in a good a way! We exceeded all targets, including gaining​​​​ 3.7M+ impressions, 10% uplift in brand awareness, and 113% of the landing page visitor target. More than just a campaign, ‘Don’t Get Angry, Get Box’ turned IT rage into real business results and proved that sometimes laughter really is the best medicine.