Created while I was Director of Marketing for The Bureau of Small Projects, on behalf of Arcules, a Canon Group company.
Value proposition, website and commercials
A Canon Group startupArcules.
Cloud video and AI that make stores, schools and hospitals safer and better run, with a brand as advanced as the technology.
The real problem
Arcules, a Canon Group company, had cloud video and AI that was genuinely ahead. The trouble was that new AI companies were arriving every day, all saying the same things. Canon wanted a brand and website as advanced as the technology, and a story that explained what Arcules does differently and better.
What I noticed
Security gets sold on fear, and the buyers were tired. Their real headaches were complicated, costly systems, stretched IT teams and mountains of data nobody knew what to do with. Nobody in the category was talking about what people can do once they feel safe.
The call I made
I flipped the script. Instead of selling it as SaaS or AI, I positioned Arcules as Human Greatness As A Service: AI that makes people better at their jobs. Safety stopped being the end of the story and became the start of it.
What I built
A value proposition and messaging guide that carried the idea everywhere, from the refreshed brand to a dark, animated custom website built to stand apart from every white-background tech site. Then I turned existing footage into four brand commercials, making new work from assets they already owned.
The words
Arcules. Augmenting human greatness.
At Arcules we believe that every single human being has the potential to achieve greatness. But in order to achieve greatness, we must first have human safety. We see a world of empowered humans who are emboldened by a sense of safety to create more, explore your human potential, and strive for human greatness.
What happened
As the new messaging rolled out across the website, ads, webinars and trade shows in 2023, leads took off: 600% more in Q3 than in Q1, and one month in Q3 was up 1,327% on January. Webinars, which usually take months to dial in, closed 21% of leads, the best of any channel. Google Ads and organic search came in second and third. And four brand commercials, with no new shoot.
The lesson
Don't sell the technology. Sell who your customer gets to become.
The work
What I brought
- Positioning
- Value proposition
- Messaging guide
- Brand refresh
- Custom website
- Broadcast
This work was created for The Bureau of Small Projects, on behalf of Arcules, a Canon Group company. All rights belong to the agency and the client.