Campaign Monitor, the leading provider of professional-grade email marketing and automation software for growing businesses, launched a Fall 2016 advertising effort to make a big impact in London, the city with the company’s highest concentration of customers.
Advertising agency barrettSF created the out-of-home campaign, which launched in heavily trafficked London tube stations.
The campaign running across transit posters and turnstiles features a series of panels in contrasting colors that show the silhouette of a person interacting with a laptop or other electronic device. The headlines on these two panels feature contrasting copy, such as “Bye” and “Buy,” “Yawn” and “Yeah” or “No” and “Oh.” The tagline: “Send email your customers can’t ignore.”
“Out-of-home advertising faces the same challenges as email marketing. You have a nanosecond to grab someone’s attention. Campaign Monitor’s technology is bold, simple and modern. Their brand campaign needed to be, too,” Todd Eisner, Creative Director, barrettSF.
Each month, San Francisco based Campaign Monitor powers billions of emails for more than 2 million marketing professionals at 150,000 companies globally, including BuzzFeed, Coca-Cola, Disney, Fitbit, Rip Curl and the San Diego Chargers. The company is the leader in email marketing and automation for growing businesses. Mid-market businesses are the sweet spot.
London was chosen because of its ability to deliver the highest reach of working audiences and creative message impact. It’s where Campaign Monitor has the highest concentration of customers, and the company recently opened its UK headquarters in Shoreditch. Old Street Station was specifically selected for a tube station takeover because a high concentration of relevant companies—such as influential tech firms, startups and agencies—surround the station. San Francisco based Ways & Means was the media agency.
“London is incredibly meaningful to our business, and we’re making a significant investment in the region to support our customers,” said Kraig Swensrud, CMO, Campaign Monitor. “We’re excited to promote the unprecedented growth we've seen in the region and help customers succeed with the No. 1 digital marketing channel, email marketing.”
The advertising effort coincides with Campaign Monitor’s launch of a “point and click” marketing automation tool that empowers every business to easily create personalized email campaigns that customers can’t ignore.
CREDITS:
Advertising Agency: barrettSF, San Francisco, CA
Executive Creative Director: Jamie Barrett
Creative Director: Todd Eisner
Designer: Angie Hering
Copywriter: Phil Fattore
Account Supervisor: Daniel Koblenz
Client: Campaign Monitor
CMO: Kraig Swensrud
Executive Creative Director: Jimmy Cabral
Designer: Mike Twigg
Marketing Project Director: Dustin Finkle
Head of Demand Generation and Marketing Operations: Andrea Wildt