Workday's first-ever Super Bowl campaign aimed to disrupt the B2B conversation and expand awareness from the C-suite to the broader population.
Leveraging Universal Insight: Capitalize on the universal corporate compliment 'You're such a rock star.' Question how real rock stars feel about the term. Feature legendary musicians in the campaign. Teaser Campaign: Tease the campaign with a print ad recognizing the Wall Street Journal's Top 250. Eye-catching out-of-home (OOH) ads in key media DMAs. Social media promotion using concert posters idolizing Workday's audience. Super Bowl Ad and Apology: Utilize the Super Bowl, the biggest stage, for the campaign. Deliver a message from rock stars asking the corporate world to stop using the term. Post-Super Bowl, run a full-page print ad in the Wall Street Journal with an official apology to the rock star community. Internal Amplification: Organize promotional activities within Workday to amplify the rock star theme. Commit to the theme with signature rock star flair.
Brand Impact: Surpassed corporate communication goals and engaged internal and external communication channels. Significant impacts on brand familiarity, opinion, and consideration to use Workday. Campaign messaging outperformed legacy messaging. Earned Media and Buzz: Earned media efforts secured 4.35 billion+ media impressions.
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