95-year-old, Stamford, Connecticut-based business solutions company Pitney Bowes hasn’t had a broadcast ad in over twenty years, but Ogilvy New York is changing that with the launch of a $20 million integrated campaign entitled “Craftsmen of Commerce.”
The campaign includes three broadcast spots, as well as a digital component crafted by Digitas LBi and brand strategy by FutureBrand. It focuses on the how the brand, historically known for its mail and shipping services, can provide technology-focused solutions for small businesses.
“We launched a rebranding effort one year ago with a new strategy around accuracy and precision,” Pitney Bowes senior vice president, brand strategy and integrated marketing communications Bill Borrelle told AdAge. “We have a long heritage at Pitney Bowes in bringing accuracy and precision to the world of commerce. This campaign is an articulation of our brand strategy.”
In the 60-second “The Story of Commerce, Well Crafted,” Ogilvy highlights that commitment to accuracy and commitment and how Pitney Bowes can help small business owners with a variety of services “across the physical and digital landscape.” The ad opens with a montage of cityscapes and a voiceover describing the world of commerce as “filled with complexity and chaos” yet simultaneously “growth and great opportunity.” Presenting the “proven skills of Pitney Bowes” as the solution, the ad touts that the company has helped over 1.5 million small business and 90 percent of the Fortune 500, pointing to the brand’s eCommerce, shipping, location intelligence and other services, ending with the tagline, “The Craftsman of Commerce.” A 30-second spot entitled “Hands” presents a series of employees hands at work as “the hands that drive commerce,” while a third spot “Won’t Be Worried Long” presents a series of troubled business owners who could benefit from Pitney Bowes’ services over a version of “Worried Man Blues,” a folk song popularized by The Carter Family. The ads are running nationally on sports and news networks, in addition to targeted buys running locally.
“We have money put into live TV because we have an awareness issue,” explained Borrelle. “The perception of Pitney Bowes lags the reality of the technology solutions we provide. TV is an effective medium for us to build awareness among b-to-b buyers who are clients or prospects.”
In addition to the TV spots, the campaign’s digital element from Digitas LBi includes video, online ads, website content and a social media component.