Clear Communication


PROBLEM: Borland Software was set to present an application to a national conference of IT executives and professionals. The application was designed to speed up the entire software development process by ensuring real-time quality control and client participation. Our client knew the application’s technology and benefits were truly impressive, but they didn’t know how to best introduce it to a historically jaded audience.

INSIGHT: Our client was concerned that the application’s introduction would be lost in the tech conference’s daily hype-fest. Our research revealed that typical messaging presented to IT conference attendees was highly technical, dry — and, frankly, deadly dull.

However, we recognized that the core benefits of our client’s new application were rooted in the very human and personal need to be heard and actually understood. In real time.

SOLUTION: We understood that software engineers and developers are living, breathing human beings. They appreciate being recognized for their hard work, and they appreciate tools that make their work easier. So we created a humorous video aimed straight at the human condition of needing clear communication so we all can evolve. And succeed.

SOLUTION: We understood that software engineers and developers are living, breathing human beings. They appreciate being recognized for their hard work, and they appreciate tools that make their work easier. So we created a humorous video aimed straight at the human condition of needing clear communication so we all can evolve. And succeed.

 

Results


Outstanding client recognition: a standing ovation from conference attendees

Wide-spread tech press articles and good word of mouth

The company was soon acquired by Micro Focus, a UK industry leader, which launched a marketing campaign based on our caveman/human communication motif

Results


Outstanding client recognition: a standing ovation from conference attendees

Wide-spread tech press articles and good word of mouth

The company was soon acquired by Micro Focus, a UK industry leader, which launched a marketing campaign based on our caveman/human communication motif




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