Applying Peer Pressure: Lawson Software (Infor)

The Challenge

A strong creative strategy doesn’t have to be flashy to work, sometimes it just has to be honest. Manufacturing organizations risk serious business disruptions caused by the sudden failure of essential equipment, yet many equipment engineers are naturally skeptical of vendor claims about asset management software. The challenge of this assignment called for a creative strategy that could cut through that skepticism: create a genuine sense of urgency among equipment engineers, and make a compelling, credible case for the asset management solution offered by Lawson, without resorting to the kind of overstated claims this audience had learned to tune out.

Our Solution

Our creative strategy leaned into real, pragmatic proof rather than polish: compelling testimonials from customers representing a variety of industries, used to generate leads among existing U.S. and international customers and prospects. Letting peers make the case, rather than the vendor, is what made the message land with an audience that trusts other engineers more than marketing copy. Lead goals were surpassed, a database of qualified prospects was created, and the testimonial-driven creative strategy was applied successfully across different media. See how a similarly grounded, credibility-first approach paid off in our work for MatrixCare.