Brand Strategy Airtable Marketing

Airtable launches first national ad campaign ‘This is how’


By Webb Wright, NY Reporter

May 30, 2022 | 4 min read

Airtable seeks to position itself as an indispensable platform for collaboration and productivity in the modern workplace.


Airtable has launched its first national ad campaign / Airtable

Cloud collaboration platform Airtable has launched its first-ever national ad campaign, titled ‘This is how.’ In a collection of video spots, the campaign celebrates the creativity and flexibility that teams often have to demonstrate in order to transform ideas into reality. The new spots also, of course, highlight the role that Airtable can play in helping those teams to achieve their goals.

In the new 15-second ads, produced in collaboration with the agency Conscious Minds, a narrator walks us through a number of scenarios in which teams of professionals are relying on Airtable to deliver some high-stakes results.

One of the video spots, for example, gives the viewer a quick-paced visual tour through the bustling office of an editorial team – with Airtable’s user interface on clear display every crucial step of the way. “This is redefining storytelling at the speed of now,” the narrator says. “This is tracking and publishing your content in real time ... This is how.” The music in each of the new ads is fast-paced and upbeat, giving them a sense of urgency and efficiency.

“For our first brand campaign – ‘This is how’ – we looked to capture examples of the real-world transformation that people make happen at work every day,” said a spokesperson for Airtable. “Airtable is a product used across countless industries and disciplines, and we chose to root the campaign in a couple of our most popular use cases so the content shines a light on the unique stories and types of teams that use Airtable, including marketers, content teams, producers, designers, product teams, operators and beyond. Just like in the real world, in this campaign the people using Airtable are the heroes; Airtable is simply a supporting character.”

The variety of environments showcased in the new video spots – which, in addition to the editorial offices, include a design studio, a film set and an event space – underscores Airtable’s versatility, which seems to be emerging as a key aspect of the brand’s marketing strategy. Airtable’s website notes that its platform is used by “80% of the Fortune 100.”

The brand appears to be positioning itself as the dynamic, multifunctional tool that can help to guide teams to success – and that can be particularly useful during this strange moment in history as countless companies across industries work breathlessly to adapt and reinvent themselves to a professional landscape that’s been utterly transformed by the Covid-19 pandemic.

“The last two years have caused so many people to re-evaluate and reimagine their relationship with work,” the spokesperson said. “People are reassessing their careers, what’s important to them, where they work and how they work – including the tools they use. Against the backdrop of increased skepticism of technology’s ability to solve people’s problems, we wanted to deliver a campaign that reminds people of what’s possible with tech when it’s able to unlock teams’ natural innovation and creativity.”

The national campaign will roll out across TV, out-of-home (OOH) advertising, digital, social and audio. The TV campaign will debut during the US Open golf championship in mid-June.

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