When you find out that a competitor's product has the potential to cause damage to a cat's eyesight, you pounce on it. (Pardon the pun.)
Pets do NOT like going to the vet. We used this universal truth to create an arresting image to sell Schering-Plough's new ear cleaning system. The image we shot for this ad actually ended up going viral amongst pet owners.
Chefs want the best ingredients for their kitchen. We helped this artisinal mushroom grower get some buzz for their business with this mailer.
HHP was at the leading edge of image-based scanners. We knew fear was the main reason warehouse managers kept going back to their Symbol laser scanners, so we had some fun with it.
Years later, when we actually competed for the Symbol account, one of the Symbol brand managers in the room told me she had these ads tacked up in her cubicle. Why? Because she both loved and hated them. We won the Symbol account.
A year after we won the Symbol account, the company was purchased by Motorola. Each ad reflected "HELLOMOTO Attitude."
Sometimes the best way to tell people what you are is to tell them what you're not.
When FedEx bought Kinko's, they wanted to tell businesses that they represented a better alternative than buying printers year in and year out. We invented the term "NeedSourcing," and helped elevate Kinko's beyond their reputation as the corner copy shop.
Believe it or not, there are people who work in churches whose job it is to buy church supplies like candles. These ads helped Cathedral build a brand in what is essentially a commodity market.
A little irreverance in such a reverent environment never hurts.
WHO SAYS B2B HAS TO BE B2BORING?
Not me.
In my career, I've worked on many B2B accounts, in categories that covered everything from veterinary health care and wireless mobility to food service and religious supplies.
In each instance, I applied the same level of creative thinking that I did to consumer-focused accounts. The reason why is simple:
Just because someone purchases something for a living doesn't mean they want to read advertisements filled with speeds and feeds. You need to connect with them via messages that are relevant, engaging, and yes, even entertaining.
Here's a selection of some of my favorite B2B work from years past. All were successful at generating inquiries, boosting sales, and building their respective brands.
Most importantly, they're all proof positive that B2B doesn't have be B boring.