CP+B Miami Wins Vonage, Launches #ItsAboutTime Campaign

By Patrick Coffee 

Disruption!

Your least favorite buzzword can finally apply to video calls…according to Vonage and its newest creative agency partner, Crispin Porter + Bogusky Miami.

The client, long known as a phone service provider, wants to become more than that. In its own words, it would rather be seen as an “an industry-leading cloud communications company for business.”

When The Young People want to communicate with the greatest convenience and intimacy, they usually turn to such ostensibly free services as FaceTime or Google Hangouts. But what about those of us who work for a living?

Two new ads by CP+B promote the Vonage Business offering by playing off a very true fact: personal methods of communication almost always outpace those we use at the office after our bosses sign multi-year contracts with the companies behind the software.

The first spot “Mars Landing” focuses on making that quick switch to video.

The next spot “Intelligent Office” concerns every agency creative’s favorite pastime: scheduling and attending internal meetings.

As the tagline puts it, using better business software is about (saving) time.

CP+B isn’t the first agency to help this client redefine itself in recent years. Vonage last launched a review in December 2014, leaving JWT to go with what was then known as FCB Garfinkel last April.

The account stayed with FCB Garfinkel for only one year, leaving before the office rebranded itself as FCB New York. CP+B won the business in a competitive review but does not have AOR status as the client has declined to name an agency of record at this time. It’s not currently clear which agencies competed against CP+B in the review.

As a Forbes post about the campaign notes today, one key to marketing success lies in making fun of the industry you’re disrupting even if your own service confirms all related stereotypes. It remains to be seen whether Vonage’s product will actually be demonstrably better than the many, many mediocrities flooding the b2b software/communications technology market.

Credits

Client: Vonage
Chief Marketing Officer: Ted Gilvar,
VP, Brand Strategy: Duane Smith

Agency: CP+B
Executive Creative Director: Gustavo Sarkis
Associate Creative Director (CW): Jeff Siegel
Associate Creative Director (AD): Alvaro Ramos
Associate Director of Content Production: Sloan Schroeder
Integrated Producer: Jackie Maloney
Strategy Director: Samantha Alonso
Strategist: Natalia Davila
Account Director: Adam Barger
Content Supervisor: Tatiana Estrada
Sr. Business Affairs Manager: Lisa Gillies
Executive Business Affairs Manager: Natalie Greenman

Production Company: Moxie Pictures
Director: Frank Todaro
VP / Executive Producer: Karol Zeno
Head of Production: Paula Benson
Producer: Laura Heflin
Filmgroup: Service Company
Executive Producer: Nathan Miles
Editorial Company: Work Editorial
Editor: Bill Smedley
Executive Producer: Marlo Baird
Producer: Jamie Perritt
Method Studios: Post EFX
Lead Compositor: Noah Caddis
VFX Supervisor: Ben Walsh
Executive Producer: Robert Owens

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