The dream of many professionals can be to lead their area and direct teams. But the reality of the work of managers and directives is almost never what he imagines. They can feel alone, isolated and, on many occasions, tired. More tired than other profiles. But Factorial, Spanish Business Management Software Company, he says he has a solution in his new European scope campaign.

By the hand of the creative agency Fire walk with mehe has launched “Poor managers”, With which not only its software stands out, but also positions itself as an ally and caregiver of the managers. The spot, with production of Cousin, It presents a false humor documentary in which a manager is given voice, who moves the viewer how he makes his job feel and the possible management failures.

“The title entails benefits: recognition, status, maybe even an increase. But also entails stress, pressure, lack of communication, endless meetings and constant exhaustion“, expresses the brand next to the announcement.”Ascending to someone does not make it a leader. But give it the appropriate tools, training and support? That changes everything”

The campaign was activated on April 10 with executions in digital environment, connected television and exterior advertising in Spain, Portugal, Germany, Italy and France. The European communication scope aims growth in other markets, where the company does not have a position as established as in Spain.

Humor, also for B2B advertising

The objective has also been present since the ideation of the creative concept, which has sought to connect with people through humor and relevance, and a universal approach. “Factorial already had a daring and emotional tone, but more linked to local issues and that could not fit into other countries”, Explains Natalia Carranza, director of Fire Strategy walks with me, in statements to Reason.WHY. “There was a challenge with maintaining that tone and getting it equally deep and effective when moving it internationally”

In this sense, they have worked to find universal and identifiable insights, being one of them the fact that, according to a Microsoft study, 53% of managers claim to feel exhausted at work, five points higher than that recorded by other employee profiles. When addressing the usual tensions of the companies and talking about the other face of the management, but without victimizing the managers, the brand achieves connect emotionally.

“We have made factorial to be software with increasingly connected tools, but that would not help if we don’t know how to connect with people“; said Sara Carmona, Global Creative Director of Factorial, in an agency statement.”We have always believed in the power of telling stories and that is just what we wanted to do with this campaign; tell the managers of the world that there is a solution to their problems”

From Fuego walks with me explain that the campaign has been addressed from a “tragicomic realism” approach and looking for get away from rationality and technicalities that many companies in the category use to communicate the functionalities of their products. “In B2B it is thought that reason dominates, but work awakens many emotions”, Says Natalia Carranza to this medium.”In addition, the factorial public is not technical, and may not understand the attributes of the software. But he does understand what he helps. And highlighting the emotional benefit we are also highlighting the practical benefits”

Fire walks with me continues to grow

In the same way that the campaign is an international and brand impulse for factorial, it also implies it for fire walking with me. With this work, the first of the advertiser agency, expands its creative capabilities with the incorporation of B2B clients, and is reinforced as an agency capable of managing Multimercado projects.

“This campaign involves our incursion into B2B. And it is especially interesting because it is a company that wants to build brand. That is not usual and it is an example to follow”, Tells us the agency’s strategy director.“At the international level it projects us as an agency, and encourages us to refine our creativity to be more universal”

With this, Fuego walks with me continues your career of progress. It should be remembered that it has been among the Creative agencies with better performance In the last edition of the National Creativity Awards, awarded by C de C, as well as the Agency with the most awarded customer portfolio.