Unwrap innovation
SHI
$14B IT solutions provider addressing business, government, health, and education audiences.
He drives a sleigh.
Don’t ask Santa for technology.
SHI’s first televised commercial, generating brand awareness, interest in our partners’ devices (Microsoft, Intel, HP), and trial a new whimsical voice for the company.
My role:
Concepting
Scripting
Creative Direction
Co-Campaign Management
Copywriting on All Campaign Deliverables
Challenge
Pronunciation Issue: SHI is frequently mispronounced as "She" instead of S.H.I.
Lack of Commercial Television Presence: Our previous video content was primarily confined to YouTube,
Addressing Value Proposition: People often ask why businesses wouldn't order technology directly from giants like Microsoft, Amazon, or Apple? (SHI partners with these companies and others, offering tailored solutions and services, and providing ongoing support.)
Creative Insight
Used Santa as a metaphor for our role in the IT acquisition process, giving children not just what they want (toys) but also what they need (probably new socks)
Leveraged ROI data from other companies’ Christmas campaigns to strengthen business case
Introduced new playful tone, a marked shift in our brand voice
Successfully pitched creative direction to C-Suite, securing immediate approval for campaign development
Outcomes
Secured six-figure funding from Microsoft, Intel, and HP after pitching them the script and integrating their devices into concept
Wrote the 30-second ad as well as two supplemental 15-second ads (A and B), staggered in release to retarget audiences and maximize performance
Achieved 25M impressions across Connected TV platforms, YouTube, YouTube TV, LinkedIn video, and more
Strengthened partner relationships, resulting in increased investment commitments for subsequent campaigns
Seamlessly integrated partner technology products into storyline while maintaining creative integrity
