Big People

A brand awareness campaign inspired by industry insights.

Big People

A brand awareness campaign inspired by industry insights.

The challenge.

SD Worx is a Belgium-based provider of Payroll & HR software and services with over 70 years of experience and 65,000 customers across the globe.

Although they are well-established in the UK and Ireland, and already had a large customer base, SD Worx was still relatively unknown in this market, so they asked for our help. The brief was to develop a brand awareness campaign, targeting payroll and HR decision-makers and influencers.

The latest insights informed our approach.

We started by researching changes in legislation and developments in technology, and acknowledged the global demand for talent. From this, we came to a clear conclusion. Our industry insights revealed that the way in which people expect to work and be paid is placing huge pressure on companies. Businesses needed to adopt a far more employee-centric approach.

Led by this insight, we developed a distinctive campaign that aligned SD Worx with this notable industry shift. We tapped into the needs and aspirations of the target audience and their employees.

The concept behind the campaign creative was simple – people are the biggest asset in a business. Well, we took this literally… The Creative team crafted bold, attention-grabbing headlines and eye-catching imagery featuring oversized people. Each execution focused on a different work-related environment and we played around with scale.

Seeing the big picture.

These stand-out ads set SD Worx apart from their competition and worked well to further elevate their affinity with employee-first businesses.

More detailed content and high-profile customer testimonials validated this position, with a campaign microsite highlighting SD Worx’ credentials in this area, and their intelligent, secure, in-the-cloud solutions and services.

It was a real team effort, where we utilised Torpedo’s in-house talent. To drive people to the campaign page, we created a series of static and video adverts. The Creative, 3D and Motion teams all worked together to ensure the executions looked the part and met the brief.

The campaign was rolled out across the industry press and social media and yielded excellent results, achieving over 490,000 video views and over 4,000 unique website visits within the first three months.