Brand writing agency Reed Words and global creative agency SomeOne
have created a major international advertising campaign for Bluebeam Revu – the
leading software for the architecture, engineering and construction industries.
Building on US success
Bluebeam Revu lets construction project partners markup, track and
collaborate on the same PDF plan. From anywhere, and in real time.
With Revu, users can finish tasks 70% faster and with 90% more
accuracy than traditional pen-and-paper workflows.
Bluebeam Revu is already dominant in the US, where it’s used and
trusted by over 90% of top contractors and design-build firms. To replicate
this success in other markets, Bluebeam briefed Reed Words, who had already
worked on the brand’s European tone of voice, to create an ad campaign that
captured Revu’s transformative qualities for an international audience.
Reed Words called on long-time creative collaborators SomeOne as
conceptual and visual partners on the project. Working closely together, the
two agencies created a campaign that explains the impact of Bluebeam Revu’s
radically impactful features.
Writer Jade Barrett, of Reed Words, says,“Bluebeam has loads of
features, but for new users, it’s the simplest tools that make the biggest
impact. The time spent on manual, repetitive jobs drops from days to hours,
hours to minutes and minutes to seconds. For architects, engineers and
builders, Bluebeam is lifechanging. That idea became the foundation of this
Working with the new ‘Life-changing software’ strapline, SomeOne
developed a hyper-realistic style of photography with photographer Simon Sorted
for the campaign visuals.
Simon Manchipp, Executive Creative Director of SomeOne, says “You
wouldn’t imagine technical software to be that exciting. But here, it’s all
consuming. The new work is holding a mirror up to the audience. UltraHD
portraits capture the moment when potential customers discover the power of
Bluebeam. We wanted to reflect that visual expression of wonder, as it’s what
new users do when the penny drops”.
Reed Words developed the campaign messaging in line with their
previous work on localising Bluebeam’s brand voice to the UK.
“Our localisation research was a good steer for the messages that
would hit home in the UK, and other new markets,” said Jade Barrett.
“New audiences need to hear about Bluebeam’s basic features. But
we wanted the messaging to move beyond functionality – to land an emotional
punch that lives up to the core concept. So we focused our headlines on how
Bluebeam takes care of the repetitive tasks that drain hours from the working
Ready for launch
The outdoor campaign has already been launched in Australia, ahead
of its UK launch in late September. The campaign is also set to run extensively
in several European markets, including Denmark, Germany & Sweden.
“We’re thrilled with how this campaign has turned out,” said Jon
Setzen, Senior Global Creative Director of Bluebeam. “Reed Words and SomeOne
have understood our brand perfectly from the start. They’ve captured the impact
and spirit of Bluebeam in an inspiring way. We’re excited to see it roll out.”