merit
Atlassian, a global leader in collaboration software, sought to break through a market dominated by tech giants like Microsoft and Google. While its products like Jira and Trello were well-known, the Atlassian brand itself lacked recognition among enterprise IT Decision Makers (ITDMs). The "Impossible Alone" campaign's creative idea centered on the insight that true productivity comes from better teamwork, not squeezing more out of individuals. By spotlighting iconic teamwork moments and partnering with influential voices across platforms like Madison Square Garden and major podcasts, the campaign positioned Atlassian as a champion of collaboration, driving significant improvements in brand perception.
Atlassian, a global leader in collaboration software with over 300,000 customers, faced intense competition from giants like Microsoft, Google, ClickUp, and Monday.com. While products like Jira, Confluence, Trello, and Loom were widely known, Atlassian had relied on a bottoms-up growth model and lacked brand visibility, especially among enterprise IT Decision Makers (ITDMs) who preferred familiar brands.
The challenge was to elevate Atlassian’s recognition within the enterprise market and differentiate it from competitors focused solely on productivity. Atlassian needed to shift perceptions with a people-first message, emphasizing that true productivity stems from teamwork, not individual effort. The goal was to increase brand awareness and position Atlassian as the premier provider of collaboration tools for companies seeking meaningful outcomes through teamwork.
Atlassian launched the "Impossible Alone" campaign to address its brand recognition challenge, positioning itself as a champion of teamwork by showcasing collaboration as the foundation of all major achievements. The strategy focused on two objectives: highlighting the teams behind significant accomplishments and partnering with influential voices known for promoting collaboration.
The integrated media plan targeted ITDMs through brand videos, podcasts, print, outdoor ads, sponsorships, and events. Atlassian partnered with Madison Square Garden, featuring behind-the-scenes interviews during Knicks and Rangers games to showcase teamwork. They also celebrated NASA’s achievements with a Times Square takeover and ads in the NY Times for astronaut Frank Rubio’s return from space.
Collaborations extended to podcasts like "How I Built This" and "Pivot," and Scott Galloway recorded a live "Prof G" episode from Atlassian's Austin HQ. The campaign exceeded expectations with a +19% lift in brand perception, and improvements across six of seven brand metrics, including +19% awareness, +24% favorability, and +21% consideration.
