a purposeful view of software
PURPOSE
Our brief was to generate awareness of Zoho One’s comprehensive suite of 40 + business apps across small, medium and large-scale enterprises. Taking on the likes of Microsoft and Google, we were challenged to convince business owners that this product is accessible and revolutionary and would transform how they run their business.
Researching into the motivations and pain points of business leaders, we found that administration was the bane of their lives – yet necessary for successful operation. They wanted to pursue and focus on their purpose – the reason why they chose a particular line of business over another.
Our strategy was to humanise Zoho One’s software suite establishing that Zoho’s purpose is to enable businesses to focus on their purpose; the moments that define why you do what you do. Our 7-film campaign (in development) due to run in the US and UK explores these moments, demonstrating that Zoho understands business success isn’t just an extra zero on a spreadsheet. Its purpose.
EXCITEMENT MEETS ZOHO ONE
The humorous 30 and 60 second spots feature an unimpressed CEO protagonist deadpanning his way through a series of increasingly incredible scenarios – including a spectacular hole in one on a golf course, a surprise birthday party, and the unveiling of a Mount Rushmore style mountain-scape… of his face.
It seems like he’s seen it all before – until he comes across Zoho One and his poker face is broken.
CEOs are targeted with a lot of marketing from business solution products. But the majority of such marketing efforts simply don’t know what CEOs care about the most and hence fail to excite.
Our strategy was to focus on OMG metrics that cause CEOs to act immediately. And when you find out there are 40+ integrated applications to run your business for just a dollar a day, it’s hard to contain your excitement.
