silver
Opinionated
This campaign helped Miro stand out from other collaboration tools and position them as a leader in the category. Our broadcast spot starts with a simple scenario: a monster is attacking the city. Immediately, we see a team hop on a Miro board to brainstorm solutions. As they tackle the problem, they also demonstrate Miro’s effectiveness as a tool. In addition to this spot, the campaign featured two TV spots, digital video content and OOH that show you can solve anything together, on Miro.
Despite Miro having 35 million users, there is still a sizable audience who hasn’t tried visual collaboration software.
Research showed corporate software adoption starts with actual users, not executives who make purchasing decisions. We wanted to speak to them.
The challenge here was introducing that audience to an unfamiliar product. We wanted to show off Miro’s feature set - including text, images, video, sticky notes, flow charts, and more – and show how people across an organization could use it in different ways. To show how Miro can actually be used to accomplish great things.
The campaign was successful not only at growing awareness with the broader audience of “knowledge workers” Miro was targeting, it was also a smash internally.
Miro immortalized our monster with a set of stickers in the app, also featured in lower funnel ads for the year following. They made hoodies, onesies, even a birthday cake with him! For a fledgling company in search of an identity, the monster became a unifying force, finally giving form (and personality!) to what their purpose really is.
There are no cultural nuances necessary to understand the work. But if you’re familiar with 1960s/70s Japanese kaiju films like Godzilla, you might appreciate some of the details. We pored over characters and set design references from the era to create a world that was inspired by these films, but also stood on its own. The effects were all done practically in the style authentic to that era, complete with helicopters on fishing poles and a man in a rubber suit.
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