Autodesk's EMEA e-store campaign

The client

Autodesk is a leader in 3D design, engineering and entertainment software. Customers across the manufacturing, architecture, building, construction, and media and entertainment industries—including the last 19 Academy Award winners for Best Visual Effects—use Autodesk software to design, visualize, and simulate their ideas before they’re ever built or created.

The e-store offers flexible subscription options, special offers, license management, training, 24/7 support, and simple renewals. Buying direct has been made faster, easier and more convenient than ever before.

The brief

Autodesk tasked Grammatik to develop messaging to increase volume to its Spanish e-store and to inform Spanish customers of the benefits of purchasing online, direct with Autodesk.

Alongside developing messaging across Google search and display, Twitter, Facebook, Instagram and e-mail marketing, Autodesk asked us to research the current market and suggest tactics and strategy to drive users to the e-store.

Grammatik took on the challenge. Our expertise in visual effects, 3D and technology meant we already understood the brand and how to tackle the brief. We built out core messaging for the campaign that aimed to increase traffic and communicate the benefits of purchasing direct, delivering a series of in-situ mockups across all channels .

The strategy

Understanding the product

The Autodesk e-store is more than a place just to buy. It offers license management, a wealth of training resources, and a dedicated support team. We saw the store as a complete journey for the customer, empowering their creativity.

Defining language

Once we fully grasped the capabilities of the Autodesk e-store we created initial draft messaging, using these early drafts to define and then refine the language used, ensuring it conformed to Autodesk's existing tone of voice and brand values.

Production

With core messaging values agreed, we launched into full production across all channels, working to highlight the benefits of purchasing direct, while also driving traffic with more aspirational and creative messages.

Review and feedback

We worked closely with the campaign team at Autodesk to ensure that our approach matched the brief. Multiple rounds of amends gave Autodesk the opportunity to refine where necessary, ensuring all involved were happy with the tone and approach to messaging.