Case Study for Basecamp
After digging deep into Basecamp, considering how they reach their clients, reading blogs and interviews with the owner, Jason Fried, watching the site, Twitter, and of course using the product and observing the benefits and challenges while using the application with a team—my gut and a lot of evidence told me Basecamp would benefit from having a positive emotional impact with there ads. Currently, they have a quantitative approach getting new user; i.e. 5,702 users signed up this week! This is great however research shows people are 50% more likely to respond to an ad that has an emotional appeal.
Defining Target Markets and Goals:
- Target: Workers
- Creating a positive brand association between the workers and the brand.
- Inform new people about the Basecamp brand and capture new users.
- Retaining Users (Basecamp as less users than they did in 2011, so I wanted to infiltrate the loop and keep the users).
Additionally, as a frequent listener to the podcast, 99% Invisible, I had recently heard the Episode, The Sizzle. This episode they dives into brands and sounds—the orchestrated sound of the Apple computer when you turn it on, to the sizzling fajitas of Chili's.I decided on sound campaign targeted at people on their way to work. Here are several benefits to current users and potential users:
- Starting one's day by hearing a Basecamp ad and a positive sound bite, would associate morning activities, getting ready for work, breakfast, commuting, with a positive attitude around the brand.
- Reminder to Basecamp users to open the application when they get to work.
- believed this could help build a positive emotional feeling around the brand Research showed the power of sound and research supported ound based campaign, that could conjure a positive response when thinking about Basecamp.