Realtime visibility of everyone working in your business, pioneered in healthcare launching globally
Mayden specialise in creating software that allows healthcare organisations around the UK to provide life-saving services. Being innovative software developers, they built Orbit, a bespoke system, to help manage their own internal workload and provide real-time visibility across the business. They saw potential in the Orbit system as a product, but were unsure where it would sit in the marketplace – or who their audience would be. They approached AUK to position the product and create a compelling campaign.
Competing products that offer the range of functionality that Orbit does are aimed at enterprise level companies (with over 500 employees), therefore we defined Orbit’s niche as the ‘mini-enterprise system’. Perfect for small to medium sized businesses. The software offers everything they need (timesheets, CRM, content management, storage, invoicing and reporting), but without the large price tag of competitors like SAP and Oracle.
Traditionally B2B campaigns can produce less than inspiring creative. At AUK we believe that you are ultimately talking to people, not faceless businesses – so we apply a creative approach to B2B that helps develop content that resonates with audiences.
Our creative brought to life the concept of ‘Doing more with less’, allowing SMEs to get maximum impact from Orbit’s mini enterprise system. Crafted visual metaphors helped to quickly convey this complex message in a series of quirky concepts.
These were designed to grab attention quickly – to encourage people to pause scrolling through their LinkedIn feed, before reading the copy that would explain the proposition. Once we had their attention, we drove them to the revamped website, where they could gain a deeper understanding of the product features and benefits.
We developed a motion graphics video that encapsulated the functions of the product in an entertaining and concise way. Promoting these through a targeted LinkedIn campaign, we drove highly engaged traffic to the website.
We helped Mayden unlock the value in their Orbit software and our quirky creative interpretation of the benefits of the product drove new sectors to their website to find out more.
“Creative for a B2B audience doesn’t have to be dull. We are never selling to businesses, but people within those businesses. And people prefer a human approach.” CEO, Mayden
Branding, Creative, Media, Social & PR, Strategy, Technology