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CompTIA is a non-profit organization that focused on providing IT training and certifications to employees at corporations. With CertMaster, this was their first product aimed directly at individuals. As such, it wasn’t on the IT professionals’ radar when considering self-directed certification.
Introduce CertMaster as a new way to level up and take your career into your own hands. Using video games as the analogy, we were able to quickly demonstrate the idea of rapid advancement and appeal to an almost universally shared passion in the IT world. In the spot, we placed 42 gaming easter eggs from the past 50 years of gaming. It both demonstrated that CertMaster gets their customer and who they are, but it also gave the audience something to discover upon repeat viewing.
