Ahh, Finally Friday!

What a week it has been! This week’s B2Banter has some recent campaigns from Workday and Flockfreight and an older one from Adobe which, ahem, might have been created by BlueMelon... But hey, you have to be proud of your work or what’s the point, right?

Anyway! Let’s get into them.

??? Adobe The Future of Digital Experiences

Adobe, a pioneer in digital experiences, seeks to inspire and transform the world through creativity. Recognising the essence of memorable experiences, they aimed to enhance the accessibility, creativity, and relevance of their US-focused reports for the APAC audience. To achieve this, Adobe sought a partner with expertise in the APAC region, ultimately finding an ideal match in BlueMelon due to their local knowledge, creativity, and design proficiency.

Why was their campaign spicy?

??Localised Personalisation of Reports: Adobe aimed to tailor their reports for a local APAC audience. By identifying industry-specific applications from reports and creating tailored solutions for Australian businesses, they made the content more accessible and engaging. Tailoring content and events to resonate with the APAC audience demonstrates the importance of localisation for engaging and appealing to specific regional markets.

??Engagement Through Real Insights: For Adobe's Experience Makers Live event, Adobe captured real reactions and insights from the Australian audience regarding brand personalisation. The resulting video provided a genuine and engaging glimpse into audience perspectives, adding a layer of authenticity to the event and making it more relatable for the local market.

??In-Depth Market Research and Audience Understanding: The campaign included extensive research into the Australian and South Korean creative markets, understanding the post-pandemic challenges faced by creators. Conducting interviews with local creators added a personalised touch to the Future of Creativity report, showcasing a deep understanding of the APAC market and tailoring the content accordingly. Conducting in-depth research into local markets and understanding their unique challenges and needs is critical for tailoring B2B campaigns effectively.

?????? Workday - Rockstar

The Workday Super Bowl ad campaign redefined B2B marketing with a bold and creative approach. Featuring music legends like Ozzy Osbourne and Billy Idol, the campaign challenged stereotypes surrounding 'rockstars' in the corporate world. Using sarcasm, humour, and direct statements, it brought a refreshing and unexpected tone to the typically reserved B2B space.

Key spicy ingredients:

??Challenging Stereotypes and Norms: The campaign aimed to challenge the stereotypes and norms surrounding the term 'rockstars' in the corporate world and B2B campaigns. Through the use of humour, it questioned the true meaning of being a 'rockstar' and challenged the stereotypes and norms associated with professional titles.

??Sarcastic Humour and Bold Statements: The use of sarcasm and bold, direct statements in the ad, such as Ozzy Osbourne's sarcastic remark, added a bold and humourous touch. This approach deviates from traditional serious B2B campaigns, making it stand out and memorable.

??Debut In-Game Ad at Super Bowl: It's a bold move for Workday to make their first appearance with an in-game ad during the Super Bowl. The Super Bowl is renowned for high-stakes advertising, and Workday's decision to participate shows their eagerness to compete on a grand scale and reach a wider audience of consumers and businesses.

????????? Flock Freight - Quantifying a Load

The Flock Freight advertising campaign took a daring and creative approach in the B2B sector. Featuring actor Steve Burns, known for his iconic role in Blue’s Clues, the ad humorously tackles the challenge of quantifying logistics issues with the term "f**kload."

Key ingredients?

??Unconventional Language Use: The campaign pushed boundaries by incorporating unconventional and explicit language ("f**kload") into a B2B context. This bold language choice defied traditional norms, attracting attention and sparking conversations.

Note: regardless we love to see breaking the norms, we don’t encourage swearing for all brands but for some, it can really work! It’s best to do whatever fits best with your branding and tone of voice.

??Addressing a Serious Issue with Light-heartedness: The campaign effectively addressed the serious problem of supply chain inefficiencies and wasted space in trucks using a light-hearted and humorous approach. This demonstrated creativity in tackling critical industry issues without resorting to a traditional, serious tone. Addressing serious issues in an entertaining manner doesn't diminish the importance of the subject; instead, it can make the message more memorable.

??Partnership with Maximum Effort: Teaming up with Maximum Effort, known for its innovative and humorous campaigns, showed a bold choice in selecting a creative agency that would challenge norms and generate attention-grabbing content. Collaborating with creative agencies known for innovative campaigns (like us, shameless plug) can inject fresh perspectives and enhance the impact of a B2B advertising strategy.

That’s all from this week’s B2Banters, what did you think? If we have missed your favourite B2B campaign please let us know!

Have a spicy weekend,

The Melons