Zonal
Standing out, with the use of camouflage
A unique, body-art-led campaign that cast the limelight on Zonal’s unique employees – by painting them into the background.
Putting people in the spotlight
At a tough time for hospitality in general, and with a host of lookalike competitors joining the market, hospitality tech provider Zonal retains a key advantage: excellent customer service, and support staff that really get what the industry is all about. To stand out, they needed a campaign to thrust their people into the limelight, showing the hospitality world what makes this family business unique.
From support staff to starring roles
‘We’re here for you’ was a campaign with a difference, in that it served as both an awareness and employee engagement campaign. By painting actual Zonal support staff into the back of typical hospitality scenes, we showed customers how Zonal’s people-first tech and ‘always by your side’ approach is the best around. Using employees as our actors also served to mobilise the workforce behind this uniting message, stirring up enthusiasm and buy-in at a crucial time.
Hitting the market with a human touch
This multi-channel campaign was rolled out across print, digital ads, email and through channel partners. Using Zonal employees enabled us to show the lengths Zonal is willing to go to for their customers, and resulted in blooper footage that truly humanised the brand. It also gave Zonal’s account managers the opportunity to increase their social presence by sharing the activity with customers – something that has had a positive, ongoing effect. This campaign was something entirely original in the space, drawing buy-in from internal employees while completely redefining how Zonal frames its offering.
Behind the scenes with the creative team
“We are a family company, and it’s our people-led support and trusted tech that sets us apart. This campaign is such a unique, creative way of articulating that – we’ve not seen anything like this in our industry, that’s for sure!”
Tim Chapman, Chief Commercial Officer, Zonal
Selbey Anderson Group of agencies