“Earn credibility for a low-recognition product, win share versus bigger SaaS competitors — but don’t just make a logo farm.”
Freshworks’ IT support software was a $400m annual revenue business, but the company and products had very low brand awareness. So for this integrated campaign, the “In IT together” theme allowed Freshworks to capitalize on the brand awareness of many big-name clients. My partner and I came up with the first-person/ball rolling POV to tie the vignettes together, chose which clients to feature to create a sense of flow, and chose the voice talent.