From amazing new mobile tech and self-driving vehicles. To engineering projects of breathtaking scale and complexity. To new sustainable manufacturing. To the astonishing advances in computer gaming, film and animation. Across all these industries, Autodesk's products are making it all possible.
Brand recognition.
Years of tactical, product-focused advertising had made purchasers aware of Autodesk's products. But not necessarily the brand behind them. Resulting in little inherent equity in the Autodesk name.
In short, Autodesk had become the “Self-Effacing Superbrand".
If your customers in one sector don't know your mastery of multiple sectors, they don't understand the broad-based expertise that seperates you from your competitors.
And if your product campaigns don't reinforce your brand, you're missing an opportunity to become the "voice" of your industry
During my 18 months as ideas and copy lead on the Autodesk brand at AKQA, I worked to evangelize a new overarching Brand Platform. That would enable Autodesk to start to establish a unique position for itself.
I also conceived tactical campaigns for new software offerings across a range of sectors, With campaign themes that tailored messaging both to the precise pain-points of key verticals – and the themes of the new brand platform.
For Media & Entertainment: You Can't Live in the Past and Create the Future.
For Manufacturing: Deliver the Difference that Matters.
For Architecture, Engineering & Construction: Removing the Barriers to Better Business.
Campaigns used a broad range of deliverables that included online, offline, on-site, microsite, on-app embedded video and augmented reality.
Building sales and subscriptions across multiple industries. And contributing to a near doubling of Autodesk's share price during my time on the account.
Who was Autodesk the Brand? Our new Brand Platform created implicit equity. But we needed to get explicit.
This viral video was the brand's first expression of that. The video I wrote was strategically designed to move the brand from “generic supplier” to “thought leader” for whole product design industry.
It spoke in visionary terms of the new world that Autodesk's product design tools are enabling. And focused on building a sense of community among design engineers that transcends nations, continents – or sectors.
THIS FIRST BRAND VIDEO GOT A MASSIVE 600,000 + VIEWS ON YOUTUBE ALONE.
A vast number for a B2B Brand. Around as many as Apple's "Made in California" brand video, targeted at a far larger a consumer audience.
•We got across the breadth and depth of the brand.
•Built the idea of a "design community" that crossed nations and sectors.
•The value of that community.
•And Autodesk's place at the head of that community. Not as a supplier, but a thought leader.
•Massively positive response from designers. Both for the Brand itself. And as a brand that stood up for them. And raised their profile and importance.
•Creative Strategy.
•"Big ideas" behind campaigns for Media & Entertainment. Architecture, Engineering & Construction. And Manufacturing industries.
•Copywriting on: websites, microsites, banners, video content, print ads.
Core Team
Mike Kerr ACD/Writer, Tim Guy CD/ Design, Joel Franke: Designer, John Gordon: Designer
"The great thing about Mike is that whatever the client, or whatever the job we were asked to tackle he would bring fresh ideas, and a new way of looking at the problem.. Enjoyable and smart, a rare combination."
JOHN GORDON, Digital Director Brand Design, Nike
