Asana reviews creative risk for its video marketing campaigns
Asana's Director of Marketing as well as Brand Marketing Matt Maynard, states that the experience they provide is an entrance point to the specific category of their company. The management platform is equipped to assume the responsibility. "There are some circumstances or occasions you would like your brand to be able to establish a connection with."
The most important thing in the Asana video marketing campaign was to help the future customers to see Asana as a way to solve their problems and not as the cause of their issues at work. It was a matter of taking a few creative chances in their way to showcase the Asana branding.
"We employ Asana to provide an online platform for workplace management. It's not a threat for our company... so it's crucial to start with a quick start and think about ways in which the minor issues that arise in the workplace could be solved," clarifies Morgan Keys as the Asana's Art director. The creative team behind the brand.
Do you have a short time frame? Find out the key findings of this research.
| Name of the project | "Tame Your Work Worries" | Asana |
| HTML1 Participants | Matt Maynard, Head of Brand Marketing, Morgan Keys Creative Director Brand Creative Director of Brand Creative |
| The objectives of the campaign | The Asana team was looking for a campaign which leveraged the brand's primary entry point in addition to increasing its visibility and the effectiveness of the message. "Tame Your Work Worries" is a brief video designed to assist future customers recognize Asana and to manage their tasks. The idea behind this campaign is to explain this concept as a way of overcoming the fears of the Sunday Scaries through representations of stress as tiny CG creatures that create chaos within the office, at your home or even in public places. |
| Goals |
* Increase awareness of the brand and enhance mental accessibility
* Assist Asana by providing a crucial element of the entry point into the category Create a sophisticated commercial video campaign that is easily recognizable and enjoyable |
| Resources |
Asana retained their in-house design staff and are leaning toward collaborating with Omelet the Los Angeles marketing agency, Omelet, to create and implement the idea.
The creative team collaborated with a production company located in Toronto known as Skin and Bones to create realistic visual effects together with French video effects company, Mathematic, which renders 3D models. assist in the creation of CG creatures to life. Asana utilized their own software for managing projects and integrations for keeping the project efficiently, organized, and efficient. |
| Key lessons |
Effective communication is essential.
* Be ready to make sensible risk-taking choices using your imagination. * Bring clarity and efficiency to collaboration |
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