Name of campaign: “Suitemates”
Launch date: April 2010
Creative credits:Exec VP-marketing, development and service operations: John Sicard; director-corporate marketing: Kirsten Watson; production: Drama 3/4
Why we liked it: This production is like “The Godfather” of b2b online video. It shows the rest of the b2b marketing world what it’s possible to do with the form. It’s also a tour de force of branding for Kinaxis, an enterprise software company. This comedic series of six videos tells of the merger of Bilk ERP and SoftMoore, which forms a new company, Bilk-Moore, designed to run roughshod over its customers. Comedian Kevin Pollak plays the slimy head of SoftMoore, who celebrates the merging by saying, “Double the redundancy and double the price.” Actor Ray Wise plays the sadistic CEO of Bilk, who says of the team of attorneys that lost their court case, “I wanted to have them all flayed, but there was too much red tape.” While branding its competitors as wholly unconcerned with customer service, Kinaxis believably presents itself as the opposite. Plus, the company shows it has a pretty good sense of humor.