2023 Winner

CASE SUMMARY

GSoft is a Quebec-based B2B software company dedicated to improving the employee experience. The company’s growth strategy relied on penetrating new markets, but the brand was virtually unknown outside of Quebec, particularly in the Greater Toronto Area. Their goal was to promote and position GSoft within a niche market and generate interest in its offering in Ontario’s highly competitive B2B market.

In addition to competing with international leaders such as Atlassian, Lattice and Quantum Workplace, GSoft faced another reality: HR software sales cycles are long, and customers tend to stay loyal to their suppliers to limit complex change management. Their objectives were to increase awareness of GSoft by reaching over 500,000 people outside of Quebec, increase consideration by doubling the number of visits to the site outside of Quebec, and generate at least 30 leads among large Canadian companies.

As B2B marketing is typically conventional and impersonal, we tend to forget that it’s first and foremost about people trying to build business relationships. Qualitative research conducted among our prospective customers highlighted their annoyance at being approached generically, like a number, with no effort
at personalization.

Their goal was to demonstrate that GSoft takes a personal approach to building its business relationships by tailoring plans to each customer and knowing how to earn their attention.

In collaboration with GSoft’s Business Development team, 96 customized messages were developed for their priority prospects. Every message playfully communicated GSoft’s desire to collaborate by using each company’s language. For example: "Dear CN, We know just how to keep your new employees on board and on track. Let’s connect."

Beyond the messages, they made the choice to ultra-personalize their contact points. Each of the companies was contacted with placements near their headquarters and often in unexpected ways. They sent a cake to McCain, coasters to Labatt, a yoga mat to Lululemon, and a Reddit thread to Reddit.

Recognizing the niche and short-lived nature of these tactics, they made sure to capture the entire initiative in a video that was circulated more widely in Canada. The messages were also communicated to prospects through traditional digital communication channels, including LinkedIn InMails and posts, to reach corporate decision-makers more directly.

The campaign successfully introduced GSoft to the Canadian market outside of Quebec and helped it gain recognition in the business world. The video documenting the initiative was viewed over 3.4 million times (with a 47% completion rate), engaging over 690,000 people outside of Quebec (+38% above their target). Visits to the website from outside of Quebec increased by 227% during the campaign period (2 times more than their target). Of the 96 companies directly approached, 63 acknowledged receipt of the “cover letter.” GSoft sales teams have stepped up to the plate and negotiations are underway. In addition, 278 resumes were received from candidates outside of Quebec during the campaign – a first for the company – proving that being bold in your advertising helps attract business partners and talent.

They managed to make a good first impression and open doors so that GSoft can reinvent the codes of B2B marketing from coast to coast.

Credits

[Company Credits]
CREATIVE AGENCY: LG2
CLIENT: GSoft
PRODUCTION COMPANY: Nova Film
POST-PRODUCTION COMPANY: Nova Film
SOUND STUDIO / ENGINEERING: La Majeure
AGENCE MEDIA : Dialekta

[Individual Credits - Agency - LG2]
CHIEF CREATIVE OFFICERS: Marc Fortin, Luc du Sault
VICE-PRESIDENT, EXECUTIVE CREATIVE DIRECTOR: Marilou Aubin
VICE-PRESIDENT, STRATEGY: Sophie-Annick Vallée
VICE-PRESIDENT, ACCOUNT SERVICES: Marie-Christine Cayer
EXECUTIVE CREATIVE DIRECTION: Nick Paget
CREATIVE DIRECTION: Martin Charron, Max Jennis
COPYWRITING: Philippe Coulombe
ART DIRECTION: Hang Tan Tang
STRATEGIC PLANNING: Arthur Rollet
ACCOUNT SERVICES: Marie-Julie Cossette, Camille Joly, Justine Guertin, Philippe Perreault
PROJECT MANAGEMENT, PRODUCTION: Cynthia Lemieux
AGENCY PRODUCTION: Geneviève Demers, Nancy McDonald
MAC ARTIST: Julie Hotte

[Individual Credits - Production/ post-production Company - Nova Film]
PRODUCER: Alexis Dubosc
DIRECTOR: David Poulin

[Individual Credits - Sound Studio - La Majeure]
ENGINEERING: Sylvain Roux

[Individual Credits - Media agency - Dialekta]
MEDIA CO-DIRECTOR: Anne-Sophie Collins
SENIOR MEDIA STRATEGIST: Florence Loranger
MEDIA STRATEGIST: Gabrielle Monssen-Comtois

[Individual Credits - Client - GSoft]
BRAND DIRECTOR : Melody Ouellette
BRAND MANAGER : Amélie Trudelle

[Individual Credits - Freelance]
COPYWRITING: Dominique Bulmer