AUTODESK. ACCELERATING BETTER DESIGN
Autodesk was a major supplier of 3D design software across multiple sectors. But tradtionally they’d put their whole marketing budget behind their products. As a result, everyone knew the products. But not necessarily the brand behind them.
We aimed to change that. With Autodesk’s first brand campaign. Designed to move Autodesk out of the shadows - and onto center stage. As the one player large enough, broad enough, deep enough - and experienced enough - to represent the ambition and vision, importance of the design industry - in our modern world.
Autodesk. Accelerating better design
Our answer was Autodesk’s first brand campaign. Based around the theme: Accelerating Better Design.
PHASE 1.0
In the first phase our aim was to get businesses to understand the sheer breadth and depth of Autodesk’s expertise in the future-shaping 3D design field.
LANDING PAGE
The campaign was developed around a landing page on Autodesk.com. It showcased the sheer depth and breadth of Autodesk’s 3D design expertise. Visually, it had a tiled theme. Which enabled you to view the infinite possibilities Autodesk was enabling in today’s world. It allowed you to drill through by industry, outcome or project.
Enabling businesses to understand not just Autodesk’s contributions to their sector, but across a vast range of sectors. From film, gaming and entertainment to architecture, engineering and construction to modern manufacturing – Autodesk was the brand creating the 21st Century.
MEDIA EXECUTIONS
Online and offline media focused on the breadth of ways Autodesk was accelerating better design - and so a better world - across all areas of modern life. All media drove users to the landing page, where they could find out more.
VISUAL DIRECTION
The visual is a representation of a 3D design process. It begins with points. These are connected with lines to form a wireframe plane. Going through processes of material and simulation. Then 3D planes are rendered in a fully virtualized form. Wireframes bridge different industries and challenges. Like a train to a plant, a bridge to a speaker - and so on.
Banner: Highways
print: transport
banner: bridges
print: speakers
banner: power
FACEBOOK: FAN PAGE
Like other media, Facebook pushes the user to our landing page, where they can experience content, technologies and outcomes most fully.
phase 2.0
Phase 1 was about raising awareness of Autodesk as a brand. Phase 2 was about moving the perception of the brand from “supplier” to “thought leader”. One key element in this were projects like the Autodesk 3D iPad Experience (also on this site). And Autodesk’s first Brand video - which received a universally positive response. And 600,000 YouTube views among its design engineer target. A massive number for a B2B brand.
Outcomes:
Our work on the brand - and product campaigns for key verticals - helped drive brand awareness and usage. Delivering record sales. And a record share price.