Putting DE-CIX’s People at the Heart of the Internet’s Story
DE-CIX
WITHOUT YOU
Telling the people-powered story of the Internet's evolution
PROBLEM
DE-CIX, the world’s leading internet exchange, has been a part of the internet’s evolution for 25 years. DE-CIX’s impact on the world of technology and global connectivity would never have happened if it weren’t for one thing: its people.
To celebrate and share the contributions of employees, clients and partners, DE-CIX wanted to capture its full quarter-century story — from being among the first internet pioneers to becoming a global leader. These efforts would further solidify the company’s external reputation as a premiere global interconnection hub.
SOLUTION
DE-CIX partnered with WE to create an integrated communications and marketing campaign that would showcase its stories: WITHOUT YOU. The campaign included a dedicated microsite, and was amplified by highly targeted earned, paid and owned media marketing activities across DE-CIX’s core markets — EMEA, the U.S. and East Asia. This content included quotes, interviews and infographics, illuminating the development of the internet from a technical and cultural perspective, and providing a central, human-focused narrative for DE-CIX’s history.
WITHOUT YOU culminated in a live virtual anniversary show. More than 600 participants attended to share personal anecdotes of how DE-CIX fostered interconnection, highlighting the company’s indelible contributions to the digital world over the past 25 years.
RESULTS
DE-CIX’s chronicled history — shared by a multitude of voices across multiple channels — affirmed DE-CIX’s pivotal role in the history of building the internet, and shone a light on its current role as the world’s leading interconnection hub. WITHOUT YOU campaign results included:
- Reaching 36 million people across all channels in Europe and the U.S., with coverage in leading business and tech publications, including Frankfurter Allgemeine Zeitung, Datacenter Insider and Süddeutsche Zeitung.
- Over 800,000 engagements on social media, including 100,000 IT decision-makers.
- Over 75,000 visited the campaign’s microsite.
- Over 600 people attended the Virtual Anniversary Show to celebrate DE-CIX’s 25th birthday.
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