A micro-targeted video campaign featuring breakthrough creative.
Management and technology consulting have historically been dominated by a handful of large firms. These firms have high brand recognition among c-level executives and department heads at many blue-chip companies, but also have many shortcomings. Aspirant has proven to be a formidable challenger to these larger firms because of their experienced teams, competitive rates and results-driven approach. Where they lagged behind their competitors was brand awareness and recognition. The organization enlisted ity Advertising to create online video ads that would cut through the clutter and reach a small but well-defined audience of business leaders.
ity’s creative team developed the campaign based on the idea that Aspirant is the obvious choice for management and technology consulting. The concept of the videos was to start by showing viewers something that is obviously not the norm in an office setting, such as a goat on a conference room table or a zombie at the door, then have the dialogue go on to reveal that what was really most obvious in these scenarios is that these companies should have chosen to work with Aspirant instead of a big-name consulting firm.
Spots included :30 and :15 ad versions. Using digital targeting on streaming services, YouTube and LinkedIn, ity was able to reach a very defined audience to increase Aspirant’s brand awareness in key markets.