Blue Yonder is an American software and consultancy company headquartered in Scottsdale, Arizona and owned by multinational conglomerate Panasonic. With offices in nearly 40 locations in major cities in the United States, Asia Pacific, Canada, Latin America, Europe, Australia, and the Middle East, with 5,900+ employees worldwide.
The objective of the campaign was to support Blue Yonder’s continued focus on sustainability and to promote how they help companies to decrease the negative environmental impact of their transportation operations by using their Transportation Management Solutions (TMS) software.
Increasing a company’s sustainability credentials is a boardroom topic and there are many industry challenges for our target audience; changes in regulations that can lead to fines, increasing costs of transport, delays in supply chain caused by driver shortages etc
The target audience was primarily Blue Yonder customers, across 3PL, Retail and Manufacturing industries. Given the target audience was such a specific part of a demographic, we didn’t want the animation to be condescending by oversimplifying the software solution, or being too cartoony or naive, so a balance had to be struck between being creative and professional.
We worked very closely with Blue Yonder to capture particular visuals which were representative of who they are. Once we pulled the visuals together the challenge was to represent them in a particularly eco-conscious way. We did this through the use of animated recycled materials, which the client was really enthused about.
We then created a separate, 15-second ‘teaser’ animation from scratch for their secondary target audience, to attract people who aren’t yet aware of Blue Yonder, pointing back to the website and LinkedIn page via breadcrumbs throughout the internet.
This formed a brilliant basis for their LinkedIn and 6Sense retargeting campaign, capturing initial interest in the first phase, so that Blue Yonder could continue to nurture lead generation. The animation is part of a wider Transportation Management System campaign but played a starring role in getting engagement and drawing interest.
This has also brought attention from Partners, Accenture and Microsoft to run joint sustainability/TMS campaigns with them too. Blue Yonder have continued to promote the video across various channels and it has now been translated into French and German, to be used in 1:Many and 1:1 campaigns. We have since created bespoke, static ads inspired by the animation to further drive landing page views and TMS interest.
– Creative Director, Blue Yonder
- 62k video views
- 3.3k ‘teaser’ video views
- 98.3k impressions
- 73% view rate
- 11.22% completion rate
The overall animation has met, and exceeded, Blue Yonder’s objectives and expectations. The client stated that we interpreted the brief brilliantly and what could have been a very dry, product-focused script and visual, has been turned into a beautiful brand animation, that conveys the message succinctly in an eye-catching style. We’ve since been informed that the Corporate team would like to adopt the animation look and feel for the overarching Blue Yonder sustainability story.
Blue Yonder took a creative leap with our stylistic approach and we’re grateful for the trust they placed in us to produce our collective vision for the video. The Blue Yonder team were a pleasure to work with every step of the way. Our collaboration and united partnership has resulted in a piece both Bold Content and Blue Yonder are very proud of.
– EMEA Campaign & ABM Manager, Blue Yonder