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AnnMonroe

Innovation without the hype

Posted by AnnMonroe Sep 17, 2018

Today, FileMaker launched a new film series, Innovation Without the Hype. Help spread the word by sharing the films.

 

https://www.filemaker.com/workplace-innovation/films/

 

The campaign is part of a larger strategic move to define a new category for the FileMaker Platform as the world’s leading Workplace Innovation Platform.

 

To grow awareness for both our overall brand and the new category, we partnered with an award-winning global marketing agency to create six humorous films. The first three films debut today. Three additional films will be released over the next two months.

 

This campaign is rooted in a desire to stay true to what our brand has been about for more than 20 years – empowering problem solvers to innovate in the workplace, no matter where the workplace takes them.

 

Speak brand truth

FileMaker is a global company with a rich ecosystem of training, support, and partners. The FileMaker Platform is available in 15 languages with 1 million users under active subscription, and FileMaker, Inc. is an Apple subsidiary.

 

What we are not is a flashy startup brand characterized by pastel colors, acres of white space, and dozens of product offerings. The FileMaker Platform makes powerful technologies available to everyone.

 

Innovation Without the Hype films acknowledge this reality.

 

Showcase the Problem Solver vs. Extreme Innovator

Our campaign showcases two main characters: The Extreme Innovator and the Problem Solver. Both are in a pitch-off, presenting ideas for executives’ consideration in a series of board room scenarios.

 

In each instance, a business leader presents a real problem. Our Problem Solver recommends a solution built on the FileMaker Platform, while the Extreme Innovator resorts to hype-driven recommendations that are met with enthusiasm, but are unpromising to say the least.

 

You’ve probably run into an extreme innovator at least once. These people say a lot without saying much of anything, and offer trendy words and phrases in place of real solutions. Problem solvers, on the other hand, apply their creativity to come up with innovative solutions. 

 

In crafting this campaign, we decided to let the executives be swayed in the wrong direction for the sake of giving our audience a chance to be in on the joke. It’s painfully obvious by the end of each spot that the best option is the one presented by the rational mind of our Problem Solver.

 

Tell a story

We engage the viewer with episodes that are all different but yet repeat the same story arch. Repetition is important when trying to reach new users with our brand. We created a series to create this repetition. Repetition and frequency help people to remember our brand.

 

We created these films without actually showing any screenshots of FileMaker. After viewing these films, we introduce the FileMaker Platform with our Workplace Innovation Platform page that leads with an animated video: https://www.filemaker.com/workplace-innovation. We then guide them to discover more about the FileMaker Platform.

 

FileMaker: Innovation Without the Hype.

 

https://www.filemaker.com/workplace-innovation/films/

 

Please share your comments below. We also invite you to join us in promoting the campaign by sharing the video and promoting the campaign using the hashtags.

#FileMaker

#InnovationWithoutTheHype

#ProblemSolversProblemSolver

 

As you may have noticed, FileMaker launched an advertising campaign this month. Help us spread the word by sharing the video.

 

Last year we partnered with a new creative agency to execute a big vision: start a national conversation about FileMaker. As many in FileMaker Community have pointed out, we’re well-loved by our customers, but relatively unknown overall.

 

Since we launched the campaign early last week, more than 2 million people have viewed the video, more than 4 million people have seen campaign-related content, and more than 150,000 people have engaged through sharing, liking, or commenting.

 

To get this conversation started we hired three recognizable actors, placed them on a fictitious root vegetable farm, and imagined how their characters’ lives might be made easier with a custom app built on the FileMaker Platform.

 

The resulting video is funny and quirky – words that you may not normally associate with a company in the B2B software space.

 

We chose to break through the noise by doing something different for three reasons.

 

1. Increase brand awareness

FileMaker Community members like you are brand loyalists and evangelists. You share your enthusiasm and expertise to help others achieve their goals for their custom apps.

 

But many people don’t know about FileMaker. And in recent years, the demand for custom mobile apps has far exceeded resources available to code apps. This has meant that departments in large enterprises and small businesses often are stuck duct-taping together email, spreadsheets and different apps to get their work done.

 

It was time to put FileMaker on the map. If the 70 pieces of early press coverage (see below for a small sampling) are any indication, we’ve done just that.

 

 

We knew that our actors’ familiar faces would start a big conversation and bridge the affinity gap between new customers and our platform.

 

We’re glad to see that it’s started a healthy conversation here in the FileMaker Community too.

 

2. Recruit new developers

Everyday problem solvers thrive upon meeting the FileMaker Platform. We want to connect with more of them. These problem solvers may be professional developers, business managers, or tech-curious people looking for better ways for their teams to work.

 

First-time custom app creators – many with little to no tech experience – use our platform to increase efficiency, reduce scattered information, and modernize processes in daily business operations.

 

In a bid to connect with the next generation of developers, we chose a diverse cast of actors and allowed them to riff from the script and perform in ways that felt natural. We also embraced influencer marketing. The result? Something pretty magical.

 

3. Help with framing

Keyword searches reveal that the people looking for our brand often find us by searching for a database. Thirty years ago, FileMaker Pro began as a database management software, but today it is a much more than that.

 

Today, we’re a powerful, scalable custom app development platform. Users can create a single app and deploy it immediately and seamlessly across computers and mobile devices. On each platform, it acts like a native application, connecting critical data and providing team members real-time information.

 

We want to encourage people to learn about all the amazing things we’re doing, and we know good stories are key to sparking curiosity.

 

Please share your comments below. We also invite you to join us in promoting the campaign by sharing the video and promoting www.beetlord.com using the hashtags #FarmTime and #FileMaker