ZOHO Brand Awareness Campaign

Client

Zoho Corporation GmbH

Sector

IT/Software

Partnership

Since 2024

Zoho is bucking the trends in Silicon Valley and taking its own unique approach to product development. As a result, the company has launched more than 55 products developed in-house over the last 25 years – with more than 15,000 employees and 100 million users around the world.

To increase brand awareness, Zoho was looking for an agency to create and implement a targeted brand campaign. This is where we came in.

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

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.

Online marketing: Targeted digital advertising measures on handelsblatt.de, wiwo.de, impulse.de and specialist portals.

Photoshoot campaign motifs

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