C3 convinces Bluebeam with the Orga Beast
Bluebeam ensures project communication in real time: the software takes the construction project from paper to digital, closes communication gaps between the trades and thus leads to faster project completion without delays.
With the development and implementation of a 360° content marketing campaign, C3 accompanies Bluebeam’s brand positioning, initially in the German market. The approach: less product communication, more emotional storytelling. The messages are conveyed through a personification of the product: the “Orga-Beast”.
“With the emotional campaign around the Orga Beast, we are breaking completely new ground and hopefully attracting a lot of attention in the construction industry. If our test campaign is successful, the Orga-Beast will accompany us for a while, because his mission is to free the entire construction industry from paper chaos. So he’s got his hands full, we can look forward to that. “, announces Sylvia Voss, Marketing Manager Central & Western Europe at Bluebeam.
Sarah von Derschatta, Managing Director at C3, adds: “We thought of the B2B communication for Bluebeam differently from the very first second: to draw attention to the challenges of the industry with humour and a wink. Already in the pitch, the Orga Beast developed a following in both teams – now it finally gets to go out into the world.” Until this could happen, a lot of attention to detail went into the monster from the construction site: “Together with Bluebeam, we thought carefully about which characteristics the Orga Beast should have and then translated these visually,” says Morris Spors, Executive Director Visual Experience, who is responsible for the design.
The test campaign – beastly 360 degrees
In May, the Orga Beast was first brought to life as a 3D rendering and then with the first campaign roll-out. Among other things, various OOH poster motifs and a new stand for trade fairs and congresses were conceived, designed and produced. A food truck in Berlin invited interested parties from the construction industry to eat together and engage in dialogue. Online and digitally, the campaign was played out with organic posts on social media as well as display ads with a wide reach. The landing page formed the core of all campaign activities. In the next step, the test campaign will be evaluated and the results will form the basis for the upcoming master campaign in the DACH region.
