Asana examines creative risk in their video advertising campaigns
Asana's Director of the Brand Marketing department, Matt Maynard, says that an emotional connection is the primary source of their brand. The system for managing work can perform all the heavy lifting. "There are certain circumstances or events which you'd like your company to have a connection with."
The main point of the film was helping prospective customers see Asana as a solution to resolve their problems, instead of the source of their stress at work. That meant taking some innovative opportunities when it came to communicate the Asana branding.
"We are an office management platform. It's not a risk for the workplace to pose a threat for the business... This is the reason why it's crucial for us to in the beginning to consider ways that the smallest of issues at work could be dealt with," clarifies Morgan Keys the Asana's Art Director on the team responsible for creating the company's brand.
Are you working with a limited period of time? Look over the most important elements of the project.
| Name of the project | "Tame Your Work Worries" | Asana |
| Participants | Matt Maynard, Head of Brand MarketingMorgan Keys Creative Director Brand Creative Director Brand Creative |
| Objectives of the Campaign | The Asana team had to develop its own strategy for marketing that capitalized on the category's entry point and boosted the perception of Asana's brand. "Tame Your Work Worries" was a short video campaign that was designed to aid potential buyers understand Asana with having control over your work. The idea was presented as the ability to control the Saturday Scaries through representations of stress at work in tiny CG beings that cause chaos in your home, office or public areas. |
| Goals |
The recognition of brands will rise, and so will the accessibility of their products to people.
* Associate Asana with the primary category's entry point Make a well-crafted video advertising campaign that appeared affluent and likable |
| Resource |
Asana retained their own creative staff to a minimum with a focus on working collaboration with Omelet the Los Angeles marketing agency, Omelet as part of the process of developing as well as implementing.
The creative team worked with a production firm that is based in Toronto called Skin and Bones to create real-world visual effects. They also collaborated with the French video effects firm, Mathematic to render 3D models and help bring CG animals to life. Asana further utilized their own management system when working on projects with other integrations, in order to keep the project clear effectively, organized, and organized. |
| Key lessons |
Communicating effectively is vital.
* Ensure that you are taking calculated risk with imagination * Provide clarity to facilitate efficient collaboration |
This article was originally posted here
Article was first seen on here