Creating a direct line to the customer.
Hot on the heels of an award-winning renaming and rebranding project with us, directworx came to Human_Code to put our special spin on a multi-platform, multi-media marketing campaign for a specific product. The target audience was corporate: cable companies and utilities.
PRODUCT MARKETING CAMPAIGN
“We need to productize and market our transpromotional documents program. We’ve already started with a video, telephone and email campaign—but it needs work.”
“Huh? Transpromotional? Sounds like you have a product that needs a great name. Then you need a concept that can carry the brand—and your key messages—across multiple platforms.”
What had been produced so far was focused on features and benefits. We needed to come up with a compelling reason for the audience to care…on a tight timeline, because the projects were already rolling.
THE AH-HA MOMENT
The campaign was B2B, but the way to truly connect with the audience was to think B2C. We needed to show utilities and cable companies how they could better serve their customers (and make more money) by using directworx’s product. That would get their attention.
Business-to-business doesn’t have to mean bored-to-tears.
It’s easy to think of exciting and engaging campaigns when your audience is the customer. But businesses deserve our creativity, too. We needed a compelling “hook” for the campaign—something that would speak to the cable and energy niches and could be easily adapted for other businesses that send bills, statements and other “transactional documents,” too. But the first task was to come up with a catchy name for the product that was less than 10 syllables long…and fit with the dynamite new directworx brand.
From transpromotional to “billworx.”
“Transpromotional” is a term that’s well-understood by marketing insiders, but to anyone outside of the biz, it’s bafflegab. We cut through the confusion by creating a product name that married the tool the program targets (the bill) with the outcome (“worx”), with the idea being “this product will make your bills work.” The tie to the directworx brand was intentional. And the formula—adding “worx” to the end of the name—could be used for other directworx products, too.
Meet Anna. She’s your customer.
Speaking in the voice of the customer became our cross-platform campaign strategy. It was a sneaky way of skipping past the (yawn) features and benefits and getting to the juicy stuff: the ways that the product would enhance the relationships cable and utility companies have with their customers (increasing the companies’ revenues in the process). The copy for each niche was tweaked in strategic ways to ensure that it rang true, because authenticity was key.
WHAT HAVE YOUR BILLS DONE FOR YOU LATELY?
The customer personas were critical to the campaign, but we still needed to talk about the nitty gritty of the product. The copy used a very engaging, conversational tone, with headlines like “You know more about your customers than you think” and “Dream in colour.” Not only did that keep the reader awake, but it was consistent with the directworx brand, since the company has built its business on strong relationships and collaboration. Friendly, inviting copy was a way of making that aspect of the brand come to life on the page.
WE WORKED WITH THE CLIENT TO CREATE SCRIPTS THAT DIDN’T STRAY OFF-SCRIPT
Our job was to edit existing telephone and email marketing campaign copy and a product video script to ensure they stayed on message. Anna became the star of the video. The email and telephone scripts were rewritten to focus on the key need of energy and cable companies: to look good in the eyes of their customers. The tone of all three was inviting and conversational.
DURATION OF PROJECT
6 months (from kick-off to go live)
- creative strategy and direction
- email campaign copy, customized for 8 different audiences
- telephone campaign script
- video script
- marketing brochures for cable and utility niches, including case studies
- print posters
- website landing page mockup
We wanted to create a campaign with legs. And we succeeded.
Directworx loved what we produced. The senior consultant from the video company crowed that “this is one of the best videos we’ve ever made.” But the true proof of the billworx campaign’s success comes in the form of that old adage: “imitation is the sincerest form of flattery.” An almost-life size cutout of Anna—holding an iPad that plays the billworx video on repeat—recently accompanied the president of directworx to a trade show in the States. And directworx has continued to brand its products using our naming formula and market them using our brochure format, with the latest example being “targetworx,” their direct mail targeting service.