Xero, the global small business platform, has launched a global brand campaign, showcasing how small business problems can be solved in simple and beautiful ways.
The strategy, creative and media was created by the in-house team at Xero. Production company Eight was engaged for video production and photographer Steve Boniface for stills. The campaign has launched across the UK, Australia, New Zealand, the US, Canada, New Zealand with South Africa and Asia to come.
Instead of taking 90 seconds to preach a manifesto, Xero is using everyday scenarios to show how the often complex tasks of managing a small business’ finances can be done in as little time as possible. Staying true to its brand promise – beautiful business – Xero is taking the drudgery out of paperwork and accounts making it seamless, simple and smarter for its customers.
The campaign focuses on the absurd lengths small business owners go to do their books when they could just tap into using Xero – online and ‘real time’ technology. A suite of six scenarios pay homage to common film tropes, so less time on ‘the setup’ and more time for solving the problem. Each scenario brings a different Xero feature to life; simplifying repetitive, complex tasks so business owners can focus on what matters to them.
Xero launched its positioning ‘beautiful business’ branding two years ago to align with its move to becoming a global platform for small business owners and their advisors.
Says James Kyd, executive general manager, marketing, Xero: “Xero is more than just software for accountants. It solves real business problems for everyday businesses in a beautiful way. While we frequently like to show our real customers and celebrate the small business economy, we want to highlight the advantages of embracing technology and the significant benefits it delivers to small businesses.”
Two characters take on different guises in each of the scenarios. One always has a typical business problem, albeit with a rather unusual solution. The other is a helpful citizen who just happens to know a whole lot about Xero.
The integrated campaign is running across digital, TV, outdoor, podcast networks and radio. The decision to run the campaign broadly reflects the multi-channel consumption by modern audiences and further builds on the Xero brand in key regions around the world.
In Australia, the ads focus on three of the six scenarios and demonstrate how tasks like running payroll or doing your invoicing can be made more beautiful when done on Xero. This is the first TVC for Xero in Australia.
Says Vladka Kazda, marketing director – AU: “It’s been a fascinating time for small businesses in Australia over the past couple of years, particularly with the introduction of Single Touch Payroll, making it mandatory for employers of all sizes to digitally report wages and superannuation to the ATO each time they pay their staff. Government-led initiatives like STP are driving a wave of adoption of online accounting software like never before. This year, we’re also seeing the introduction of e-invoicing, so now is a better time than ever for us to be in-market across a range of channels showcasing to small businesses how business admin is more beautiful on Xero.”
Executive GM – Marketing: James Kyd
Director, Brand and Community: Penny Elmslie
Head of Campaign and Strategy: Mitch Lawson
Brand Projects & Campaign Manager: Alex Haigh
AU Marketing Director: Vladka Kazda
AU Marketing Manager: Abbie Allen
ECD: Shane Hurt
CD: Verity Dookia
Creatives: Sam Sweetman, Alex Downey, Sloane Doherty
Executive Producer: Fraser Clark
Producers: Suzanne DeZeuw, Frank MacFarlane, Tracey Flett, Myra Anderson
AU Producer – Ben Crowe
Production Company: Eight
Director: Steve Saussey
Producer: Claire Kelly
Executive Producer: Lib Kelly
Sound: Franklin Rd
Photography: Steve Boniface
Media Agency: Noisy Beast
Group Media Director: Ben Lynch
Senior Media Account Manager: Amy Robinson