Challenge: “Remind busy C-suite guests that we’re the natural IT software choice for a top Formula 1 team. Make it compelling and scannable, or they’ll just trash it on their way out the hotel room door.”
Context:
Freshworks invited select C-suite prospects to VIP trackside events with partner McLaren Racing. These were $10,000 invitations for potential $500,000+ contracts.
Problem:
These execs had already had multiple interactions with Freshworks, but still hadn’t signed on the dotted line. What would get them to make a massive, multi-year IT commitment?
Process:
Our audience didn’t need more product features or slide decks, and didn’t have time for them anyway. This a simple, two-sided printed piece that let these very smart people close the loop themselves.
Solution: an elegantly implied comparison
To pay off the analogy between Freshworks software and McLaren’s race cars, we needed some evocative quotes and eye-catching data points. To select the seven items that appeared here, I went through a ream of interview transcripts, press releases, and other materials (and then fed them into Gemini to make sure I hadn’t missed anything).