Asana discusses creative risk in its video marketing campaigns
Asana's director of brand Marketing, Matt Maynard, states that they believe the perception of being relatable is a way to introduce the industry and their brands. The platform that is used for managing work can perform the bulk lifting. "There are some specific scenarios that you'd like your business to connect to."
The goal of this campaign video was to make future purchasers feel that they can use Asana as a remedy, not as the source of their problems in the workplace. The idea was making a bold move with the manner they presented their Asana brand.
"We offer a platform for management. Working in a workplace isn't an issue for us... consequently it was vital to us at the beginning of our journey to think about how the little issues about work might be dealt with," clarifies Morgan Keys who is the Art Director at Asana. Asana's creative team is responsible for the Asana branding.
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| Name of the project | "Tame Your Work Worries" | Asana |
| Stakeholders for HTML1. | Matt Maynard, Head of Brand MarketingMorgan Keys Art Director Brand Creative |
| The objectives of this campaign | The Asana team was in need of a strategy for marketing that could leverage as an entry point into the category, and increased accessibility of the brand's message. "Tame Your Work Worries" was a campaign on video intended to convince customers to see Asana as an exercise in control of their lives. Its goal was to convey the idea of Asana as a method to control the Sunday Scaries by presenting stress in miniature CG monsters causing havoc in the workplace, at home and in public settings. |
| Goals |
The recognition of the brand is expected to increase, as will accessibility to the general public.
* Accompany Asana with the category's key entry, which is the entry point * Make a complex video advertising campaign that's popular and well-liked by the public. |
| Resources |
Asana kept their own in-house creative team, however they kept it to a maximum and they collaborated closely with Omelet the Los Angeles marketing agency, Omelet in order to develop and then execute the concept.
The group behind the innovative was closely with a production firm called Skin and Bones to create realistic visual effects, as well as French Visual Effects Studio Mathematic which renders 3-D models. Additionally, it assists in creating CG characters that come to life. Asana has also implemented their own management system in order to handle projects as well as integrations, to ensure that the project is efficient, transparent, organized and well-organized. |
| Principal lessons |
* Mental availability is essential.
* Ensure that you are making a calculated risk by combining creativity with risk * Ensure there's clarity and efficiency in collaboration |
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