Adzact Awards 31/01/24

Adzact organised a panel of B2B marketing leaders to review the most outstanding adverts of 2023. This selection was curated by over 300 B2B marketing professionals who submitted their favourite ads in 2023. The panel evaluated various aspects of the ads, including the effectiveness of early messaging, the ability to forge an emotional connection with the audience, precise audience targeting, creative execution, and the overall strategy's impact on achieving tangible results. This review aimed to highlight the ads that captured attention and successfully met their marketing objectives.

Hosts

Joaquin Dominguez, Tom Gatten and Flora MacPhail were joined by two marketing experts to discuss the topic.

Guests

Jennifer Johnson, UK/I Marketing Manager at Deel.
Jemma Devenish, Social and Corporate Communication at IFS

The Nominated Ads

Sage - “Pizza Pilgrims”

The discussion on Sage's advert at the B2B Ads Awards focused on its storytelling approach and depiction of small business owners. Jennifer Johnson commended the ad for effectively showing how Sage alleviates challenges for small businesses, enhancing their efficiency and success. It was agreed that mentioning how Sage differs from its competitor, Xero, right at the beginning improved the attention. Joaquin Dominguez noted the emotional appeal of showcasing the growth of small businesses using Sage, highlighting its potential emotional resonance with the audience.

Darktrace - “Your Data + Darktrace AI = Complete AI Cyber Security”

The panel's discussion on Darktrace's advert focused on its clear messaging and compelling portrayal of cybersecurity. Jennifer Johnson noted the ad did well in explaining Darktrace's functions, impact and necessity of the product. Tom Gatten appreciated the upbeat tone, diverging from typical fear-based cybersecurity advertising. Jemma Devenish found the ad informative, innovative, and emotionally resonant. Joaquin Dominguez and Tom also discussed the potential reactions of the target audience (CTOs, CISOs, etc.), highlighting the importance of considering the specific viewership in ad evaluations.

Zendesk - “When a chatbot can’t figure it out…”

The Zendesk advert, a LinkedIn ad, was commended for its low-budget yet effective approach, resonating well with the panel as internet users.

The ad's focus on AI and chatbots was seen as relatable, echoing everyday online experiences and emotions. Jennifer Johnson remarked, "It had a good emotional impact; everyone has struggled with chatbots."

Tom Gatten appreciated the ad's ability to "get under your defences," noting the unconventional style that differentiates it from typical ads.

Jemma Devenish praised its creativity: "It's brilliant in its simplicity, really grabs your attention." This approach successfully engaged viewers, making them more inclined to explore the more elaborate content after clicking the ad.

Nuvei

The Nuvei advert featuring Ryan Reynolds was discussed for its effective use of humour in a brand awareness campaign. Jennifer Johnson, being Canadian, found it accurately captured Canadian stereotypes. Flora mentioned the ad's part in a series, with subsequent videos effectively using humour. The panel appreciated the advert's engaging nature. Joaquin Dominguez and Tom Gatten discussed using parody and humour as practical tools in technology adverts for brand awareness. Finally, the panel debated the audience relevance and the ad's placement, presuming it was aimed at companies needing payment solutions and was available on Nuvei's website and YouTube.

Monday.com - “Migration”

The panel discussed the Monday.com advert, which used a David Attenborough-style parody to illustrate system migration. The ad effectively captured the often challenging experience of system migrations, making it relatable and humorous. Jemma Devenish appreciated the simplified graphic representations of user interfaces, making complex systems seem effortless. Tom Gatten highlighted the use of primary colours in the advert, contrasting with the typical greys of spreadsheets and work interfaces. The panel agreed the advert was visually refreshing and effectively communicated Monday.com's goal of simplifying work processes. The inclusion of human elements and diverse characters was also noted as a positive aspect of the ad.

And the Winners Are…

At the B2B Ads Awards, the panel chose Monday.com's ad as the top pick for its well-rounded performance across all review categories, outshining competitors like Nuvei and Zendesk. Zendesk grabbed second place, mainly for its humor that boosted its emotional appeal. Nuvei was third, followed by Sage and Darktrace. The discussion also touched on how long these ads might stay relevant. They considered whether the ads' creativity and message would keep them fresh or if they might become dated in a few months or a year.

Congratulations to the winners and all the ones submitted!