New ‘vignettes’ remind B2B players that Vonage does more than residential telco
Vonage has kicked off a new brand marketing campaign with a series of short films that aim to emphasize that the company is more than a traditional telco provider — it’s a full-service B2B technology provider. According to the spots, it might even make your pizza delivery experience more seamless.
One year after Joy Corso was appointed chief marketer at Vonage, the American cloud communications provider has today launched a new brand platform designed to refresh the brand’s image and drive B2B growth.
The new brand platform, “Vonage Does That,” aims to highlight the fact that Vonage isn’t just a residential provider — it’s a full-service organization offering unified communications, contact center services and communications APIs.
“‘Vonage Does That’ is all about showing where we build better connections for our customers,” says the brand’s chief marketing officer Joy Corso. “It embodies the shift from a residential home phone service provider into a B2B company and a global leader in business cloud communications by reinforcing that Vonage powers many of the apps, software and business communications people use every day.”
Kicking off today with two 10-second films, the new campaign seeks to bring a fresh, new appeal to the 20 year-old brand and highlight its range of services by spotlighting relatable and all-too-contemporary experiences — such as video chatting with colleagues, using telehealth in lieu of visiting the doctor’s office and receiving text updates from food delivery services. The content was shot on-site in Los Angeles.
“You can't do anything interesting unless you have something interesting to talk about. The research that the team did [suggested] that customers...care less about product features and more about how they work in the real world,” says Paul Hirsch, president and chief creative officer at Doremus & Co., the B2B agency behind the project (whose clients include Shell, LEGO Education and FM Global). “So we took that insight to tell our story through these ‘slice of life’ vignettes that show where Vonage makes a difference for their customers.” Hirsch says that the B2B space “gets awfully technical” — the team’s goal was to cut through the noise and deliver accessible, relatable messages about how Vonage can work for B2B customers.
Corso agrees that developing marketing for business audiences comes with its own unique challenges. With “Vonage Does That,” the brand tailored its tactics with business audiences in mind. “In the past, we’ve taken a more attention-grabbing approach, but we wanted this work to feel grounded in the mindset of a B2B audience,” she says. “With B2B advertising, there’s a fine balance you have to strike between grabbing people’s attention and nailing a tone that’s right for business audiences. We made sure that any stories we told, any ads we produced, were rooted in what we learned through research and brought to life in a consumable way. We landed on a creative campaign that effectively communicates tangible business use cases while delivering the message through relatable, engaging stories.”
Targeted at business decision-makers and developers, the brand marketing initiative will include a total of seven short films. It could help usher in more sales for the company, which has reported strong growth of late. In the second quarter of 2021, Vonage Holdings Corp saw revenues increase 13% year-over-year, driven primarily by a 22% lift in revenues from Vonage Communication Platform.
“Vonage Does That” will roll out across connected television (CTV), online video, promoted social and other channels.