Cegid | A very techy elevator operator

Cegid is the European leader in business management solutions for different sectors: finance, accounting, human resources, SMEs, entrepreneurs and retail. In this campaign, they wanted to work on the consideration of their products, bringing their solutions to different audiences and markets (Spain, France, Portugal, Italy and Germany).

How could we create 30" pieces that talked about such technical benefits without becoming product demo videos? How could we stay true to the brand's humorous tone, but with messages that speak from the product and impact each of the audiences?

We were dealing with very different audiences and markets, so the first challenge was to analyze in depth the issues faced by each of the targets in order to create stories that would connect with them. In addition, we needed to find a visual coherence (that was modern, aligned with the innovation present in Cegid's solutions) and a perfect balance between product benefit and a sense of humor.

That's how we reinvented the classic figure of an elevator operator to create Amadeo, an unusual, modern elevator operator who is always on the cutting edge of technology and our main character for the eleven spots. His thoughts lead us to learn about the problems of each of the characters he comes across in the elevator: from an entrepreneur, to an accountant, financial directors or retail professionals, and it will be Amadeo himself who will provide them with Cegid's concrete solution.

The result? A campaign with a common visual universe for the eleven stories, based on a problem-solution approach but with a fresh, unique and techy touch. A total of eleven videos for five international markets (France, Portugal, Spain, Italy and Germany), accompanied by a photo shoot to develop graphic pieces adapted to the media plan.

This campaign, originally conceived for the digital environment, has been such a success that it has been shown on television in France.