Vonage, which offers communications services for consumers and businesses, this week unveiled a new b-to-b brand campaign called "The Business of Better."
The campaign was created by FCB
"The goal of the campaign is to demonstrate how Vonage, known for revolutionizing home phone service, is now also a leading provider of cloud communications for business," said Ted Gilvar, who was appointed CMO at Vonage in April. Mr. Gilvar was previously CMO at Monster.com. He recently told Ad Age that one of his top priorities is to be aggressive about getting the word out that "Vonage means business."
"This is a brand campaign designed to help us scale the business side of our portfolio," Mr. Gilvar said.
Over the last 18 months, Vonage has acquired four companies in the b-to-b communications space -- Vocalocity, Telesphere Networks, Simple Signal and gUnify -- which will allow it to expand its offerings of business communications services. Vonage expects these new business services to contribute 40% year-over-year revenue growth this year.
"We've launched the tagline 'The Business of Better' because developing better solutions for customers is fundamental to everything we do," Mr. Gilvar said. "What's important is that our solutions can grow with a growing business. So if you are a business owner with a home office, or maybe you need one, two or five lines today, as your business grows, our service scales with you."
In the ads, Vonage shows how it can help businesses grow by providing cloud-based communications solutions. In one 60-second TV spot, Vonage provides a business makeover for a scruffy-looking entrepreneur working out of a cluttered home office, taking his business from a one-man shop to a global enterprise. Along the way, the businessman acquires not only employees, customers and technology, but new eyeglasses, a stylish haircut and a sharp new wardrobe.
The spot highlights the different services Vonage offers businesses, from cloud-based communications to seamless mobility between devices.
"Vonage's relentless focus on 'better' and how it relates to small and large businesses is what we are depicting in this campaign launch," said Eric Cosper, chief creative officer at FCB Garfinkel. "Vonage has a confidence and a swagger that is the result of many years of category disruption."
The campaign also includes online ads, radio spots in select markets and print ads in business publications. Vonage is also asking companies to share stories of how they do business better by tweeting to @Vonage with the hashtag #BizBetter.
