RingCentral
Business Goal(s): Awareness, Consideration
WFH. Hybrid. RTO. Work’s changed. A LOT. What hasn’t changed is the need for teams to stay connected with each other and clients. My team at Monks and I helped RingCentral, a Gartner Magic Quadrant leader in UCaaS (Unified Communications as a Service), address an awareness problem by creating a human connection with IT decision makers through a humorous brand relaunch campaign featuring cowboys and theee Cesar.
I led and completed a robust research phase that included surveys, focus groups, and 1:1 stakeholder interviews to identify key insights that informed a sharp creative brief.
Creative Strategy
Identifying the insight that IT Decision makers don’t just want a best-in-class product that meets their needs, they want a partner who understands the mess of daily life. A partner who can help bring clarity and control to chaos.
Creative Development
Developing key brand messaging and launch copy.
Briefing and collaborating with creative directors to create Zak & Zach brand spokes-duo (both played by famous comedian Morgan Jay), and the initial brand relaunch TVCs that were comedic period pieces, a la Netflix.
GTM Planning
I designed a multi-platform launch strategy, creating a unified brand experience that built familiarity and recall with audiences at every stage of the funnel.
As a result of our work, RingCentral saw a hike in awareness, and still stands up against mainstream competitors such as Google, Zoom, and Microsoft with a continuing 10-year Gartner Magic Quadrant leadership position.