FCB Garfinkel launched a new business to business campaign for Vonage, promoting the brand’s ability to help businesses reach their potential, with the 60-second “The Business of Better.” The campaign marks the agency’s first work for Vonage since being named agency of record back in April.
The spot opens on a man interrupted by an unexpected guest while working in his small home office. His guest describes how Vonage revolutionized home phone service while ripping off the man’s shirt to reveal a better one underneath. As they walk into the next room, the small business owner is surprised to find that he has employees. Over the course of the ad his business keeps expanding, while the Vonage spokesman describes how Vonage services helps businesses big and small get better, ending with the tagline “The Business of Better.” While the tagline works well for the campaign and the approach visualizes how Vonage can help businesses fairly well, it can’t help but come across as a bit dry and repetitive with its 60 second runtime. In addition to the broadcast spot, the campaign includes online ads, radio spots, print ads running in business publications and a social media activation calling on companies to share their stories with the hashtag #BizBetter.
“The goal of the campaign is to demonstrate how Vonage, known for revolutionizing home phone service, is now also a leading provider of cloud communications for business,” Vonage chief marketing officer Ted Gilvar explained to AdAge. “This is a brand campaign designed to help us scale the business side of our portfolio,” he added. “What’s important is that our solutions can grow with a growing business. So if you are a business owner with a home office, or maybe you need one, two or five lines today, as your business grows, our service scales with you.”