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Restore Records Management is seeking to change perceptions the industry is boring with a marketing campaign that utilises humour and an alternative tone of voice to break with tradition.
The sector has a reputation for being conservative in the way it talks to clients and prospects, but by putting people and imagery at the centre of their campaign, Restore Records Management aims to disrupt and challenge.
The campaign was inspired by customer research which showed customers felt the company’s people were their biggest value-add.
It aims to reveal something Restore Records Management’s experts are terrible at in their home life – and juxtapose it with their real skills in the workplace in a comical take.
Managing Director Nigel Dews is portrayed at being useless at dealing with home appliances – but relentless with compliance.
Head of Quality David Reynolds and driver Jo Thompson are comically dressed for a rave – along with a strapline that reads ‘Hopeless at raving. Relentless with saving’.
The campaign features a dedicated website landing page, social media posts, LinkedIn cover image takeover, print ads, website adds, newsletter ads and branded exhibition stands.
Jane Margetts, Director of Marketing and Communication at Restore Records Management, explains: “We wanted to highlight the people in our business in this campaign but do to it with humour.
“So many other companies in the sector speak in the same traditional way, but we aim for our voice to be different. Why should records management be boring?
“The aim is to elevate our brand presence, engage our audience on a deeper level, reinforce our position as a trusted leader in our industry and showcase our products and services in a way that really resonates.”
Restore Records Management is amplifying the campaign with t-shirts with rave culture’s famous smiley face on the ‘relentless’ reverse and sad face on the ‘hopeless’ front, ready for future exhibitions and events.
“By daring to be different and highlighting our people in a new way, we believe we can differentiate ourselves in a crowded market,” said Jane.
For more information visit https://www.restore.co.uk/records/.
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