Client: Envirosuite
Project type: Global brand campaign
Mining and waste industries are pretty set in their way of doing things, so getting them to embrace new technology isn’t easy. But when there’s first-of-its-kind software that can monitor even the slightest environmental changes in the one reporting platform, that helps to mitigate weather risks and save operation costs, all while improving community and stakeholder compliance, it really is a no-brainer.
We created a campaign that personified the brand with a charming character, whose personality reflects the brand values and product features. Laced with humour, quirks and a certain je ne sais quois, our concept — brought to life through Evie — set Envirosuite apart from anything else that had been done in the industry before. No boring tutorials, no skippable facts. Just a story with characters you can’t not love.
Hello Evie
Business problem: An (environmental software) product is industry leading in its’ capabilities, but the company hasn’t attracted the traction and cut-through with their audiences the product warrants.
Play Lunch solution: Develop a creative solution to showcase the Envirosuite brand in a different, disruptive and human way.
Results: Currently in market, but with more than 260,000 views (and counting), and an uplift across the digital channels in terms of engagement, followers and overall impressions... the clients have already said another brief will be incoming!
Internal campaign
With offices spread across the globe and many teams working in silos, it was important to introduce Evie in an impactful and memorable way to ensure the whole company embraced her, like our audiences did.
So the client asked to develop a multi-stage internal launch campaign that revealed Evie to the team throughout various phases and touchpoints.
Brand initiatives are more successful when those they impact feel involved. To establish this critical sense of pride and shared ownership, we collaborated with team members to create a ‘top secret’ video compilation to build excitement around the announcement.
The second phase was a soft launch of Evie, in incognito mode. A cryptic teaser video was shared throughout the client’s internal channels to further the intrigue.
The final phase was a real-world event that officially launched the campaign to the EVS crew, featuring a goodie box that included some Evie merch and a special message from Evie herself.
A follow-up email thanked everyone for their support and shared a bit of the BTS process.