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Gong, the fact 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 may air throughout the Tremendous Bowl. The spot, highlighting Gong’s capability to assist companies enhance gross sales, is operating (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 profitable, or affiliate it with Gong’s model title, you in all probability had your sound muted,” stated 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 powerful 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 individuals are aggressive by nature and plenty of are passionate sports activities followers.
What about the price? Promoting on the recreation is prohibitively costly. A nationwide spot on the recreation can value wherever from 5M up, however that could 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 in a position to 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 develop to the Chicago and Boston markets – a mirrored image of Gong’s rising deal with new industries and geographies which can be quickly adopting its options.
So what’s the large thought? Aren’t Tremendous Bowl advertisements presupposed to be humorous? Most undoubtedly. You’re mainly pitching to thousands and thousands of followers who’re watching the sport to calm down and have a good time. The very last thing they need is to be bought to. So leisure worth is vital. Gong went to Barrett SF for artistic that will break via the noise. Barrett is an impartial company began by Jamie Barret, Artistic Director from Nike, Weiden Kennedy and different nice artistic retailers. His group confirmed nice curiosity in serving to us create this 30 sec spot. “Gong is all about serving to gross sales groups promote extra,” stated Todd Eisner, Accomplice, Government Artistic Director for BarrettSF.. “The truth that the corporate is known as Gong gave us license to rejoice that within the loudest approach potential.” The thought was easy and fool-proof: equate the look and sound of Gongs because the sound of profitable.
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 aid, 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 could be showcasing Gongs. The world well-known Gong Store based mostly in San Francisco had despatched down a set of Gongs of all kinds of sizes and shapes. There have been Gongs that stood 6’ tall, Gong’s that match into briefcases, one normal 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 via his workplace, explaining how he offered Gongs to his gross sales group to assist them rejoice 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 throughout the NFC Championship recreation and is scheduled to run throughout 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.
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