Gong, the truth platform leveraging synthetic intelligence to rework income and customer-facing groups, right now revealed the sound of success – comprehensible in any language – in a brand new industrial that can air through the Tremendous Bowl. The spot, highlighting Gong’s means to assist companies improve gross sales, is working (loudly) on NBC and on social media, right here.
The brand new Tremendous Bowl industrial communicates the advantages of the Gong Actuality Platform™ in a enjoyable, visceral approach. “If after seeing the advert you don’t acknowledge the sound of successful, or affiliate it with Gong’s model identify, you most likely had your sound muted,” mentioned Udi Ledergor, Gong’s Chief Advertising Officer. “We love serving to our prospects win extra gross sales and we take pleasure in celebrating them in a enjoyable, loud approach.”
Gong first ran a Tremendous Bowl industrial final 12 months, concentrating on the Seattle, San Francisco and New York markets. The advert helped create the corporate’s biggest-ever gross sales pipeline and robust social media buzz. However how does a B2B saas firm with a reasonably slender buyer base and extremely technical product discover itself promoting to the 100M+ viewers of the Tremendous Bowl? Really, it is sensible for Gong. Our buyer base of gross sales leaders from varied industries additionally occurs to like sports activities. These persons are aggressive by nature and lots of are passionate sports activities followers.
What about the associated fee? Promoting on the recreation is prohibitively costly. A nationwide spot on the recreation can value wherever from 5M up, however that may be a nationwide media purchase. Udi Ledergor, CMO at Gong, selected to purchase media at particular metro areas the place he expects to search out giant swaths of his goal buyer. By focusing solely on these areas, Udi was capable of safe media for a fraction of the worth of a nationwide purchase.
This 12 months’s advert will once more run within the San Francisco Bay Space and increase to the Chicago and Boston markets – a mirrored image of Gong’s rising give attention to new industries and geographies which might be quickly adopting its options.
So what’s the massive thought? Aren’t Tremendous Bowl advertisements speculated to be humorous? Most undoubtedly. You’re mainly pitching to thousands and thousands of followers who’re watching the sport to chill out and have a good time. The very last thing they need is to be bought to. So leisure worth is essential. Gong went to Barrett SF for inventive that will break via the noise. Barrett is an unbiased company began by Jamie Barret, Artistic Director from Nike, Weiden Kennedy and different nice inventive outlets. His staff confirmed nice curiosity in serving to us create this 30 sec spot. “Gong is all about serving to gross sales groups promote extra,” mentioned Todd Eisner, Accomplice, Govt Artistic Director for BarrettSF.. “The truth that the corporate is called Gong gave us license to have fun that within the loudest approach attainable.” The thought was easy and fool-proof: equate the look and sound of Gongs because the sound of successful.
Shot in Los Angeles throughout a second spike in Covid, the set of virtually 100 folks have been all required to have vaccines and put on masks. To make sure a profitable shoot and add loads of comedian reduction, well-known director Harold Einstein was employed to carry the humorous script to life. Harold is well-known for advertisements by Little Caesars Pizza, Kayak, and Geico, amongst others. He introduced a thoroughness to every of the scenes and a humorousness that ensured success.
Upon arriving on set, one factor was obvious, this spot can be showcasing Gongs. The world well-known Gong Store based mostly in San Francisco had despatched down a group of Gongs of all kinds of styles and sizes. There have been Gongs that stood 6’ tall, Gong’s that match into briefcases, one usual onto the wheel of a wheelchair, even a pair of earrings made out of tiny however functioning Gongs. The spot featured a preferred actor strolling by means of his workplace, explaining how he offered Gongs to his gross sales staff to assist them have fun their deal wins. What follows is a chaotic cacophony of Gong sounds that challenged sound limits set by the FCC. No Gongs have been harmed within the making of this spot.
The brand new Gong industrial first ran January 30 through the NFC Championship recreation and is scheduled to run through the Tremendous Bowl recreation on Sunday. The spot is supported by social media efforts on Linkedin, Instagram and Twitter.
Readers can view a video on the making of the Gong Tremendous Bowl industrial right here.