Xero is a AUD $3 billion company providing cloud based accounting software to over half a million small businesses in Australia, NZ, USA and the UK. Xero’s mission is “Beautiful Business”.
PENSO developed a campaign around the theme: Switch to Xero. PENSO changed the typical advertising model, by creating a number of different messages that may appeal simultaneously – instead of a single message. These messages were: Switch from your current software, Switching is easy, and Success comes from switching. PENSO created 58 executions. Testing with big data maximised the marketing spend of Xero by identifying the most popular and profitable advertisements in any channel.
It was the most successful campaign Xero has ever run, doubling customer numbers in the five months from launch, from 180,000 to 360,000 users.
Siemens had two key issues: a) People in Australia knew very little about what they did - therefore were reluctant to let them pitch for large scale projects across Cities, Infrastructure, Energy, Health and Propulsion. b) Siemens had secured world famous cyclist and Tour De France winner, Cadel Evans, as their brand ambassador but had no idea what to do with him.