Xero's 'Chasing Payments' Uses Adele's Hit Song to Attract Clients
Erica Francis — July 14, 2016 — Marketing
References: chasingpayments & designtaxi
UK-based accounting software company Xero turned Adele's 'Chasing Pavements' into a musical parody called 'Chasing Payments.' The humorous song is accompanied by an even more comedic music video targeted at small business owners. Building upon the popularity of Adele's single and her connection to Great Britain, the company reaches out to its target market in a meaningful way.
The video and song are both memorable and touch on a real issue faced by small business owners. In addition, the campaign is tied to it's own Chasing Payments website that provides advice and tools to help collect payments; there's even a section to nominate prompt payers for a shout-out.
Xero's musical parody campaign accomplishes a few things: it demonstrates its cultural ties to its market, leverages the popularity of a song, uses humor to foster positive feelings, and shows that it cares for clients by developing a platform just to assist them. In doing so, the company builds positive relationships and increases brand awareness, which eventually leads to increase of sales.
The video and song are both memorable and touch on a real issue faced by small business owners. In addition, the campaign is tied to it's own Chasing Payments website that provides advice and tools to help collect payments; there's even a section to nominate prompt payers for a shout-out.
Xero's musical parody campaign accomplishes a few things: it demonstrates its cultural ties to its market, leverages the popularity of a song, uses humor to foster positive feelings, and shows that it cares for clients by developing a platform just to assist them. In doing so, the company builds positive relationships and increases brand awareness, which eventually leads to increase of sales.
Trend Themes
1. Musical Parody Advertising - Using popular music and humorous lyrics in advertising campaigns to connect with target markets and build positive brand relationships.
2. Targeted Marketing Through Parody - Creating parody content that resonates with specific industries or consumer groups to increase brand awareness and sales.
3. Culturally Relevant Humor - Incorporating cultural references and humor into advertising campaigns to create a connection with target markets and foster positive feelings towards the brand.
Industry Implications
1. Accounting Software - Developing advertising campaigns that incorporate humor and popular music to increase brand awareness and attract small business owners as clients.
2. Marketing and Advertising - Creating parody content for clients in different industries to increase brand awareness and sales.
3. Small Business Consulting - Utilizing culturally relevant humor in client outreach efforts to create a connection and foster positive relationships.
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