Campaign overview

F5 has a sophisticated technology solution that is difficult to communicate to media and prospects. The company's heritage was as a ‘load-balancing’ solution provider, but now they’re so much more. Hotwire was tasked with educating the ANZ market on new positioning around ‘application delivery’, including the security and cloud-migration and cloud enablement aspects of the solution.

What we did

First we ran one of our collaborative ‘issues factory’ sessions, where our team and F5 got in a room and thrashed out the hot topics and angles we could take to market. From that, we developed messaging documents that identified unique points of view that could allow even the most complicated topics to work their way into mainstream media. From this, we developed and rolled out an in-depth thought leadership campaign centred around guest pieces, media briefings and events that began to shift the needle in educating the media and prospective customers of the possibilities of F5’s solutions and how they are driving today’s application economy.


Whilst delivering applications isn’t easy, we made it easier to understand. After a year, there has been a dramatic shift in not only media awareness of F5, but in the audience’s understanding of how they are driving today’s application economy. Two guest pieces by F5’s ANZ MD ran in national business newspaper, The Australian, whilst key message pull-through across technology, business and channel media improved dramatically to reflect F5’s new positioning. The campaign has increased share of voice amongst its security competitors by 4%.

Global reach.
Local flavour.