ABM campaign.
Leadership, Creative Strategy, Ideation, Concept, Design, Creative Writing, Launch Planning
The challenge
The customer knew they had to move forward with some sort of digital transformation and optimize their supply chain. Digital transformation can seem ambiguous and they didn’t know exactly what it meant or how to go about it. They are completely associate and customer focused so their main concern was being able to do so without compromising their values and beliefs as people and as a company.
The solution
Create a genuinely empathetic campaign that addresses their fears and concerns head-on. Make it clear that Blue Yonder will be their partner in their transformational journey, not just a software provider.
People, culture, past, and philosophy.
People, culture, past, and philosophy.
People, culture, past, and philosophy.
People, culture, past, and philosophy.
People, culture, past, and philosophy.
During discussions with the sales team, I stressed that we needed to show that Blue Yonder understood the customer personally – their people, their culture, their past, and their business philosophy. Failure to do so immediately would kill any possible opportunity.
We worked with the sales team to gather insight of what they would be talking with the customer about and how we can help with that message. The wheels started turning.
A simpler time.
A simpler time.
A simpler time.
A simpler time.
A simpler time.
To help them feel more comfortable and ease them into thinking about undergoing a digital transformation, we wanted to honor where they started by evoking a sense of nostalgia. To accomplish this, we started with some beautiful black and white imagery.
Represent a transformational journey.
Represent a transformational journey.
Represent a transformational journey.
Represent a transformational journey.
Represent a transformational journey.
A combination of black and white and color was introduced throughout the campaign and presentation to represent where the company started, the journey they have been on, and the road ahead. Newer model vehicles also started appearing to help with the transformation idea.
We’re more than your partner. We’re your customer too.
We’re more than your partner. We’re your customer too.
We’re more than your partner. We’re your customer too.
We’re more than your partner. We’re your customer too.
We’re more than your partner. We’re your customer too.
To help establish an even stronger connection, some of the sales team (and myself) recorded testimonial videos talking about our experiences with the customer. To deliver authenticity, the videos were done on our phones, without scripts. These videos went on the custom landing page we created for the customer.
Presentation slides we filled with quotes from associates regarding their experiences with the customer as well.
Let's make the complex - simpler.
Let's make the complex - simpler.
Let's make the complex - simpler.
Let's make the complex - simpler.
Let's make the complex - simpler.
To sum up the entire idea, we ended with a state-of-the-art car - in black and white. This was to drive home the point that they can accomplish what they need to do without having to compromise where they came from and what they believe in.
The power of this concept / execution is that it proved we get them.
The power of this concept / execution is that it proved we get them.
The power of this concept / execution is that it proved we get them.
The power of this concept / execution is that it proved we get them.
The power of this concept / execution is that it proved we get them.
We showed we understood the heart and soul of the company and were genuinely interested in being their partner for digital transformation.
Results gained real traction.
Results gained real traction.
Results gained real traction.
Results gained real traction.
Results gained real traction.
We achieved executive reach and digital engagement.
The customer absolutely loved the whole vibe and journey. They appreciated the lengths we went to to show we understood them and their company culture. Meetings have been very successful and discussions are ongoing.
Creating piece of mind - one video, landing page, and drive down memory lane at a time.
Creating piece of mind - one video, landing page, and drive down memory lane at a time.
Creating piece of mind - one video, landing page, and drive down memory lane at a time.
Creating piece of mind - one video, landing page, and drive down memory lane at a time.
Creating piece of mind - one video, landing page, and drive down memory lane at a time.
Fun fact: Route 66 crosses 8 states and 3 time zones.
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