Thinkbox
This film reveals how accounting software firm Xero moved beyond functional messaging to connect with the people behind small businesses through trust, humour and emotional storytelling.
Xero entered the UK market in 2008, yet by 2019 their presence in the industry was limited, with awareness falling short of key competitors and impacting consideration levels and trust. They understood that running a business was already taxing and chose to subvert industry norms by delivering empathy, connection and relief through humour, treating customers as people first rather than simply as businesses.
This campaign took us from a distant third to reshaping the category and we’re now firmly competing at the top table with two other competitors, and we wouldn’t be there without this campaign.
Sam Daniels,Head of Brand Marketing, Xero UK
Xero’s three-year brand building campaign was a huge success as consideration, likeability and trust gaps closed, while unaided awareness increased, placing Xero front of mind long before they were needed. They had become industry leaders whose consumer trust firmly placed them there.
This paper won bronze at the IPA Effectiveness Awards 2024.
Film Contributors
- Sam Daniels, Head of Brand Marketing, Xero UK
- Georgina Murray-Burton, Head of Strategy, House337
- David Lucy, Managing Director, December19
You can watch the full film via the player at the top of this page.