Freshworks #Failsforce Campaign: Hot Drama at Dreamforce 18, Day 1
Salesforce competitor, Freshworks, took to the sky above San Francisco on Tuesday, September 25th with a wedding crasher-style campaign so mischevious that Kevin, from Home Alone, could have planned it (minus all the unnecessary violence, of course).
Image Credit: Twitter
The CRM company produced a massive blimp for the occasion, which reads #Failsforce loud and clear on one side and “Freshworks hit refresh” on the other.
And that’s not all!
Apparently, a marching band will be present on the streets of San Francisco to remind companies, and confused pedestrians, that Salesforce isn’t all that it’s hyped up to be.
Perhaps it’s fitting that the marketing attack seems to have taken inspiration from Superbowl Sunday-style entertainment, as the #Failsforce campaign has no qualms when it comes to hitting its competitor.
David Thompson, chief marketing officer at Freshworks, claims the campaign cost between $500,000 and $1 million. Cheaper than a Super Bowl Sunday commercial slot but there’s no penny pinching going on here either.
The whole campaign targets SMBs who are sick of investing in CRM that are expensive, decrease productivity and drain time and resources. As the company discovered that 69% of SMBs plan to switch out their CRM in the next two years, Freshworks offers a “refreshing” alternative. Times are changing. And Freshworks is here to facilitate “riding the next wave of CRM.”
Freshworks will be hosting a live conference from the #Failsforce blimp during Dreamforce week with customers who have recently left other CRMs.
In addition to their presence in the sky, Freshworks will be taking over the streets of San Francisco with gathering spots designed to help conference-goers get away from the chaos of Dreamforce.