At a time when the employee experience is a key topic of discussion at companies, GSoft, a Canadian technology leader specializing in the development of software for businesses, has seized the opportunity to launch a gutsy advertising campaign in collaboration with lg2. The multi-execution, pan-Canadian campaign Dear Canada speaks directly to Canadian organizations to encourage them to adopt digital solutions that make work easier, more human and more efficient.
“At GSoft, we’ve been improving our clients’ employee experience with our software for over 15 years. But not many people know it. With this direct, hyper-personalized campaign created by lg2, we hope to get the attention of companies we admire and would like to partner with. Even in B2B, you can shake things up creatively.”
Melody Ouellette, Brand Manager, GSoft
The Dear Canada campaign plays off the standard letter of introduction in wild postings, digital displays and social media (primarily LinkedIn). In total, nearly 60 organizations – all potential GSoft clients – were exposed to personalized messages.
Customized taglines speaking directly to the target were clearly displayed outside the offices of Canadian companies or those doing business here, such as TD Bank, Canadian Tire and The Brick. The idea was to be strategically present at places frequented by the business community.
The campaign ran in three major Canadian cities: Toronto, Montreal and Vancouver. The first saw hyper-targeted, contextual placements at businesses on Yonge-Dundas Square. Activations took place in downtown Montreal and at the corner of Robson and Granville Streets in Vancouver.
These advertising stunts aim to build GSoft’s brand awareness and position it as a reference for Canadian companies looking to improve their employee experience. The campaign’s main executions have been edited into a video that will be broadcast to the business community on social media from June 17 to July 8.
“When a client is brave enough to get behind concepts that push the envelope, it really makes you want to roll up your sleeves. We went with an approach that is more in your face without being objectionable.”
Maxime Jenniss, Creative Director, lg2
GSoft is the independent software company behind a family of products focussing on distributed work and using the digital revolution to change the employee experience. Its goal is to make work simpler, kinder and faster. One software at a time. Specifically, it helps companies get the most out of Microsoft with ShareGate. It helps managers grow their teams with Officevibe. And it ensures every onboarding is a memorable experience with Softstart. Every day, it finds better ways to work.