A huge knot of cables, screens, folders and documents. Inside, several employees try to coordinate and carry out their tasks without being clear about what the others are doing. This is “El Enredo”, the campaign with which Factorial presents its new global positioning and begins a new stage as an artificial intelligence tool to simplify management and improve the efficiency of companies.
Created by the creative agency Fuego Camina Conmigo, the company once again uses humor and absurdity to represent the difficulties of working in organizations in which processes, teams and tools are not connected. Duplicate spreadsheets, manual data ingestion, outdated information or teams that depend on multiple tools on a daily basis.
It is a recognizable situation that can lead to the loss of time and resources and an inefficient activity and for which Factorial assures that it has a solution in its proposal, which has evolved from human resources software to an artificial intelligence agent for business management. The message is conveyed in a metaphorical spot produced in August that stands out for its craftsmanship.
“‘El Enredo’ is our way of showing the chaos that companies experience every day: a thousand tools to do the same thing, misunderstandings and people acting as a bridge between teams instead of focusing on their work.“commented Sara Carmona, Global Creative Director of Factorial.” At Factorial we have once again trusted in the power of telling stories through humor to explain that we are now the AI for companies. Because if we don’t make people identify with the problem, it’s impossible for them to care about the solution.“.
For its part, the agency claims the use of humor and visual exaggeration as a way to reflect the company’s knowledge of the organizations’ frustrations and to build a differential positioning. “The metaphor we have built for this campaign is delirious and far-fetched but, curiously, many of us have felt like this at some point at work, entangled in a tremendous mess in which no one knows what the person next to us is doing.“said Carles Gómez, Creative Director of Fuego Camina Conmigo. “With this, we not only want the campaign to be noticeable, but for the brand to build a truly distinctive tone that resolves a universal tension: how absurd work can be.”.
Communicate a new way of managing companies
The advertisement represents the second part of a broader campaign that began to be activated in September and which had as its starting point a 948 square meter canvas located on Paseo de la Castellana (Madrid). The creativity, with all the inverted copy, used the difficulty of reading as a resource to capture attention and, at the same time, intended to transfer to the act of reading the advertisement itself the difficulty that a company faces when working with disconnected information, tools and processes.
Factorial also transferred its message to other spaces frequented by the business audience it addresses. In Sant Cugat he took the action to a golf course by introducing some personalized balls among the players’ balls with messages addressed to CEOs; and in Sant Feliu de Guíxols he activated a sailboat whose white sail functioned as an advertising medium.
All of this continues the deployment of his communication tone, which he has been developing for more than a year together with Fuego Camina Conmigo. It has been reflected first in “Poor Managers” and then “Papeleo”, both united by a creative and casual approach to the tensions of the world of business management.
The campaign communicates a broad brand movement. And over the last few months Factorial has carried out an evolution of its positioning with which it wants to boost the perception of the company beyond its traditional link with human resources management. Now it is presented under the concept “AI for companies” to demonstrate its updating and the incorporation of new functionalities to connect people, processes and artificial intelligence agents in different areas of organizations.
