Samsara
The Ask
The Physical Operations industry accounts for 40% of the global GDP, but the people behind the work that keeps the world moving often go unsung and uncelebrated. This is because defining the industry in general has been challenging. Even more challenging is the industry’s adoption of emerging technology like AI, machine learning, and connected devices to replace its current operating platform: pen and paper. To capture the attention and buy-in of these world-moving industries, Samsara needed to not only define Physical Operations but also take charge of defining an entirely new category of Connected Operations.
The Answer
Through multiple workshops, customer interviews, and conversations with executive leadership, we surfaced a core sentiment that would drive this brand and campaign: everything great once started as impossible. Out of this idea, we aligned on a campaign platform that would serve in two parts. First, as a call-to-action to prospective customers as we usher the industry into a new era of technology for Physical Operations. Second and perhaps most important, the campaign platform would highlight and hero the individuals behind the work that moves the world. “Connect your operations. Make more possible.” would become a line that heroed our campaign and spoke to Samsara’s impact in an industry that no other competitor could match.
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