Martina Trucco - HPE + DZNE: Closer to a Cure for Alzheimer's

The human brain remains a complex mystery. But, if we dare to dream big—and have the proper tools and data to fuel those ambitions—we may one day discover cures for diseases as devastating as Alzheimer’s. At the German Center for Neurodegenerative Diseases (DZNE), more than 1,000 neuroscientists are using the latest technology to identify bio-markers that can predict the onset of Alzheimer’s.

Using HPE Memory-Driven Computing architecture, researchers have the ability to identify patterns within vast collections of data 100x faster than ever before, accelerating progress towards finding a cure.

This powerful story that I produced in partnership with CNN’s Great Big Story team, became an integral part of our corporate campaigns in 2018, not only showcasing the potential for HPE’s ambitious bet on Memory-Driven Computing with a real-world case study showcasing our collaboration with Germany's DZNE, but also tying in closely to HPE’s brand purpose: “Advancing the way we live and work”.

Our DZNE story became the basis for a 15-second spot that we ran online, in select TV markets and OOH (out of home) ads.

Integrated Campaign and Content Marketing

We featured the video in a story that dives deeper into the technology on our Enterprise.NXT platform (the thought leadership platform for which I provided editorial direction for 3 years):

https://www.hpe.com/us/en/insights/articles/systems-medicine-the-cure-for-alzheimers-may-come-from-a-leap-forward-in-high-performance-computing-1711.html

HPE Newsroom: Fighting Oblivion With a New Kind of Computer:

https://www.hpe.com/us/en/newsroom/blog-post/2017/04/fighting-oblivion-with-a-new-kind-of-computer.html

DZNE Customer Case Study:

https://h20195.www2.hpe.com/v2/GetDocument.aspx?docname=a00018750enw

Executive Briefing Center - San Jose, CA

As part of HPE's new HQ building in San Jose, I led the creation of an interactive Innovation Showcase for customers and partners, featuring an immersive and interactive display with this campaign story.

Event Marketing

At our flagship customer event, HPE Discover 2018, we featured a series of portraits painted by an artist with Alzheimer’s, to illustrate the importance of working together to accelerate the race toward a cure.

We also featured a live demo showcasing the groundbreaking results we achieved, running our customer’s algorithm in real-time at the show.

DZNE Leaders join HPE Fellow and VP Kirk Bresniker onstage during the keynote session of HPE Discover in June 2017.