The Sense of Humour to Make it Memorable
Challenge
After buying 2 of the largest local business management software groups in the market, Cegid became the leader in Iberia but, at the same time, unknown in Spain and Portugal. At Serviceplan, we had to find the best way to make it known in both countries, making sure that the audience clearly understand its business model (what they are and what they do).
We have to tackle a campaign for various targets, with different levels of awareness depending on who you are addressing (both target and country) and also different levels of understanding of what Cegid does, even how it is pronounced (in the case of the Spanish market).
"In this campaign, where the brand name was difficult to remember and pronounce, we decided to go for humour, even adding a touch of surrealism. The result is a campaign that tackles the challenge in a memorable way, thanks to a disruptive communication for the category".
Executive Creative Director
Serviceplan España
A brand awareness campaign for Iberia (Spain and Portugal)
Solution
A complex situation that requires a notorious, different and unique campaign that leverages on the brand and not just on the products. First of all, we carried out an in-depth analysis to understand the environment, the key messages of competitors and the challenges of the different targets involved to find the best approach and stand out in a market with well-established competitors.
For this reason, we created a specific tone (intelligent, simple and approachable ) with a very strong use of their corporative colours (bright blue and orange) capable of impacting a wide variety of markets and targets.
We defined a strategic platform that responds to the client’s tensions and connects directly to the benefits with an emotional approach.
With that strategic platform, we developed two different videos adapted to different business units aligning the messages to the local context. On top of that, we designed other materials with a global message and a specific content for each target.
Key Takeaways
#1
Finding a unique tone and approach to make the message noticeable and memorable.
#2
In B2B where we are used to rational insights, the emotion gains importance.
#3
Personalisation and adaptation to answer the local needs.
