ZOHO Brand Awareness Campaign
Client
Zoho Corporation GmbH
Sector
IT/Software
Partnership
Since 2024
The client
Zoho is a privately held company that offers a comprehensive, user-friendly software suite for companies of all sizes. The focus is on long-term customer benefit and a high level of data protection. Zoho distinguishes itself through a fair pricing structure and high-level customisability – making it especially attractive to small and medium-sized companies, as well as large corporations. The company also relies on in-house solutions instead of acquisitions.
The assignment
The agency requirements included not only strategic and conceptual expertise but also solid experience in the areas of out-of-home, print advertising and digital marketing. Zoho's target groups are upper mid-sized companies and corporations.
In the pitch, the Ruess Group clearly stood out with its content know-how and many years of relevant experience.
Services
- Concept for increasing brand awareness in Germany
- Planning and implementation of photo shoot
- Design of visuals and advertising motifs with copy
- Nationwide media planning in out-of-home, digital and print
- Creation, for 43 years, made by the Ruess Group
Strategy
The campaign focuses on Zoho's key unique selling points (USPs), including:
- Philosophy: Zoho differentiates itself from competitors by being a privately held company that focuses on long-term strategies and customer value rather than shareholder interests. Privacy and creating value for customers are at the core of its business.
- Customisability and ease of use: Zoho offers highly customisable solutions that enable businesses to tailor the software to their unique needs. The intuitive user interface ensures that onboarding is minimal for new users.
- A comprehensive suite: Zoho offers a wide range of applications that cover various business areas such as CRM, email and project management – all integrated into a single, seamless ecosystem.
- Affordability: Zoho is known for its cost-effective pricing model, making it an attractive choice for small and medium-sized companies, as well as large corporations.
The USPs were adapted to the advertising formats in text form. We also decided on a photo shoot instead of using stock photos to highlight Zoho's uniqueness and to benefit from image motifs from a single source.
Realisation
The campaign is running in several phases over the course of 2024 and encompasses a variety of touchpoints.
Out of Home: Citylight advertising in the main train stations of Munich, Frankfurt, Berlin and Stuttgart, at selected suburban train stations, as well as airport advertising
Stuttgart Airport
Berlin Airport
ICE advertising: Over 40 displays on the Munich-Hamburg route
Print ads: Presence in leading business newspapers such as Handelsblatt and Wirtschaftswoche along with selected trade media.
Landing page
Mobile devices
Online marketing: Targeted digital advertising measures on handelsblatt.de, wiwo.de, impulse.de and specialist portals.
Photoshoot campaign motifs
Great fun for everyone!
