Paychex
It’s Time for Business
A new message and creative platform were needed to arm the Paychex reps and evolve the brand with sales of Paychex Flex in the Mid Market space declining. This request included uniting the offering for Mid Market and Small Business under one consistent message platform, focusing on the pain points of HR management.
‘It’s Time for Business,’ an emotional benefit, drove to unleash the potential of HR directors and their company and adds the needed dynamism to the brand. This platform allows Paychex to be the one that truly sees them and is there to help.
This concept allows for a range of payoffs - from the functional benefits of time, to the emotional high ground of realizing potential.
It’s Time for Business - Auctioneer :30
It’s Time for Business - Nature :30
It’s Time for Business - Sports :30
The clever and versatile concept line was joined by an equally versatile and engaging graphic device. The graphic uses 4 or 5 letter words that adapt to call out different benefits and truly elevate the campaign. This works well in static form and really comes to life in motion.
The functional brochure that we armed the sales team with proved to be so popular that a reprint was ordered after just a month. Animated and carousel social ads were produced alongside digital banners, and spread print ads, but the real flagship of this campaign was video.
Three set-ups shot in one day exposed HR leader pain points engagingly voiced over in auctioneer, nature doc, and sports commentary styles. The use of familiar audio styling with it’s humorous edge gave Paychex a warm connection that their audience resonated with and really elevated the FLEX offering.
Big thanks to Crystal Pix for bringing this video concept to life.