News
Gyro International takes Borland in bold new direction
31 January 2008 – Gyro International’s San Francisco office announced the global launch of Borland's aggressive new marketing initiative to increase awareness around their SilkPerformer product. Designed to highlight SilkPerformer points of differentiation and capture leads through a non-traditional guerilla approach, the campaign specifically calls out failings of the industry as well as blatant competitor shortcomings. This is a brave new approach from Borland, and there is nothing like it in the market.
Gyro developed the campaign around a fictional performance testing company called TuffRunner, which embodies key industry and competitive weaknesses. TuffRunner is showcased through an infomercial style video and website. www.tuffrunner.com
The campaign leveraged non-traditional media types such as YouTube and other new media, blogs and social media vehicles. Borland was brave enough to take the Performance Testing war to their own website www.borland.com, which has pseudo hacks from the fictitious TuffRunner product. This new approach for Borland is already delivering exceptional results and attention.