Martina Trucco - The Atlantic + HPE: Eighteen Zeros

As the "Race to Exascale" began heating up in 2017 after the US Department of Energy awarded research funding to six companies to pursue an exascale computer, we began positioning HPE at the forefront of the conversation.

“Eighteen Zeros,” a beautiful 6:40 min film, introduces exascale computing, how it works, and why this is truly the space race of our time. Featuring exhaustive research, leading experts in the field, and gorgeous cinematography, the film captivated all who watched it.

Read more at The Atlantic: https://advertising.theatlantic.com/case-studies#hpe-2017-eighteen-zeros

Highlights

Over 6MM total campaign views, including over 3MM on YouTube alone.

Fast Company’s “Top 5 Ads of the Week” in 2017

One of The Atlantic's most successful pieces of branded content to date:

- 1,190% above The Atlantic's benchmark for social actions
- 70% above benchmark for average time spent on video landing page

Organic press coverage in Fast Company, Ad Age and InsideHPC, among others.

Broadening our impact with thought leadership and event marketing

Some great examples of how we brought this story to life in other venues, including at customer events:
- Content marketing as part of HPE’s Enterprise.NXT thought leadership content platform: https://www.hpe.com/us/en/insights/articles/exascale-computing-the-space-race-of-our-time-1710.html

- Integration with our newsroom and PR strategy: https://www.hpe.com/us/en/newsroom/press-release/2017/05/u-s-dept-of-energy-taps-hewlett-packard-enterprises-machine-research-project-to-design-memory-driven-supercomputer.html

https://www.hpe.com/us/en/insights/videos/eighteen-zeros-the-power-and-possibilities-of-exascale-computing-1910.html

- Newsroom hub on Memory-Driven Computing: https://www.hpe.com/us/en/newsroom/content-hub/memory-driven-computing.html

At our HPE Discover Madrid customer event in 2018 we created a custom theater space on the show floor to screen the film, as well as an interactive "exhibit" showcasing the potential applications of exascale computing (you'll see one of my former team members, Rebecca, in the video at right).