The Nitro Unwind
Overview
Role: Creative copywriter
Team: Creative designer (Josh Williams)
Timeline: 60 days
As part of an Australian-based, IT-pro focused creative campaign, the Creative Team at Nitro conceptualized and designed an end-to-end marketing event. The entry point to the funnel was three postcards, designed to be iconic and "hang in your cubicle" worthy. These led to a stress test online, inviting IT-pros to find out just how stressed they were, which eventually led to a pampering event in our Melbourne office.
Process
We began by conceptualizing ideas solo, and turning to each other for craft expertise. Josh took us to Mars, another designer played with cracking a code, and I went for a tongue-in-cheek inspirational message.
Exploration: The future
Exploration: Encryption
Exploration: Stress relief
Final Product
After a presentation with the C-suite, where we reviewed each option, leadership asked us to pursue the concept around inspiration messages. While the marketing events people went to work creating a relaxing happy hour (complete with hand massages and an IT Olympics), our team developed print and digital materials to lead stressed out IT folks on a journey.
Impact & Reflection
As it turns out, we were not in lockstep with our eng capabilities throughout this build. Once we handed over the final designs, they had to say “Actually, our data sets won’t allow us to capture and apply this information.” That was a hard day...actually a hard week. We’d put months of creativity, brainpower, testing, and craft into this work, and to have it dissolve into thin air was sad.
We learned a lot: as dev org, it was clear where in our product dev process we needed to improve. But also just about how to work together, and how simplifying health benefits stuff could be done. That’s important.