Lexware "Elevator Pitch"
Winner
Excellence in Brand Strategy and Creation
Brand Communication – Digital Campaign
Details
Lexware is Germany's market leader for commercial software solutions. The “Elevator Pitch” campaign focuses on a trio of founders - on the road to success. The three lovable underdogs are determined to elicit the seed capital for their start-up from a tough investor. When their mission threatens to fail despite all their efforts, the Lexware Push, a newly developed brand signal, literally opens the door for them at the crucial moment. At the heart of the campaign story is a TV spot, which is flanked by print and digital advertising in the upper, mid and lower funnel.
The Jury‘s Statement
In a market shaped by interchangeable promises, Lexware opts for a clear communicative focus. "Elevator Pitch" develops the Push as a concise brand signal that holds together story, visual world and benefit-led messaging. The digital campaign carries this motif through all touchpoints with discipline, linking attention-grabbing staging to the target group’s concrete situations. This creates brand communication that does not merely claim differentiation, but makes it visible over the course of the campaign.
