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    Bluebeam launches international ad campaign with Reed Words and SomeOne

    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.

    Life-changing simplicity

    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
    campaign.”

    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
    day.”

    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.”

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