From Petrol Station to Black Friday: Launching a Marketing campaign in Two Weeks

From a Petrol Station to Black Friday: Launching a Marketing campaign in Two Weeks

Should you noticed our Black Friday marketing campaign this 12 months, with its Figma screenshots, playful typography and that “designer left alone within the workplace whereas the remainder of the advertising group is away” power, you might need assumed it was one thing we rushed out the door.

You’d be proper in regards to the deadline, however not in regards to the pondering.

That “uncooked” model was a aware artistic choice from the begin.

We had simply two weeks between the Trezor Protected 7 launch and Black Friday, so the aesthetic wanted to really feel fast, trustworthy and barely chaotic. The tempo was actual, however the course was intentional. The idea was thought-about, the tone fastidiously formed, and the group managed to construct one thing cohesive, humorous and unmistakably Trezor in report time.

Two Weeks, Zero Time, and a Petrol Station Between Prague and Plzeň

The second the tempo of this marketing campaign actually hit me was on a Friday afternoon, someplace on the highway between Prague and Plzeň. I needed to pull into a petroleum station to take our alignment name.

It wasn’t the best setting for kicking off considered one of our largest campaigns of the 12 months. I propped my telephone in opposition to a metallic service door behind the station, attempting to carry a secure connection whereas lorries handed behind me, and talked the group via the early spark of an concept. It was a really tough seed, formed by the collective exhaustion all of us felt coming off the Trezor Protected 7 launch.

That was all it was: a seed. The concept that if we have been all genuinely operating at 2% battery, perhaps the marketing campaign ought to embrace that feeling quite than conceal it.

The Monday Sync: The Seed Begins to Develop

Once we regrouped within the workplace on Monday morning, the group had already taken that seed and turned it into one thing actual.

The designers had began sketching. Early Figma explorations have been already taking form. The tone was starting to emerge: trustworthy, a bit chaotic, playful however nonetheless recognisably Trezor. It was instantly clear that the concept was now not mine. The group had made it theirs, and that was when the true work started.

The Actual Work Behind the Lo-Fi Look

There’s one thing humorous a couple of marketing campaign that appears deliberately tough. To make it really feel that easy, you want folks with actual craft behind it.

For this one, the design group — Max, Sofia and Pavel — carried an enormous artistic load. What began as a free spark on a Friday afternoon turned an actual course by Monday due to them. They took the rawness, the humour and the exhaustion, and formed it into a visible language that felt playful with out dropping belief, and scrappy with out changing into messy. Even when it leaned into chaos, it nonetheless felt like Trezor.

Watching them flip fragments into a completely shaped artistic world in such a brief timeframe was genuinely spectacular. They didn’t simply execute the idea. They elevated it.

And so they weren’t on their very own. The video group added movement and readability to the look. The social group sharpened the tone and carried it confidently throughout channels. The content material group stored the voice heat, human and constant, from the headlines to the newsletters.

It wasn’t one division shining. It was everybody pulling in the identical course, even when our collective power was operating low.

A Week of Pure Inventive Momentum

By the point we reached the Friday earlier than launch, two weeks after that petrol-station name, we have been already laughing at how a lot had come collectively. It didn’t really feel rushed in a adverse means. It felt productive, targeted and unusually energising as soon as the momentum kicked in.

Regardless of being genuinely burnt out from the Trezor Protected 7 launch, the group’s creativity didn’t simply maintain. It sharpened. Concepts moved rapidly. Choices have been clearer. Everybody instinctively understood the course and added one thing that made the marketing campaign stronger.

This turned one of the crucial productive sprints the content material group has had, not due to stress however as a result of everybody aligned so naturally across the similar concept. Seeing that occur, particularly on my first main marketing campaign as content material lead, is one thing I gained’t neglect.

The two% Battery That Carried Us

This isn’t a gross sales pitch. It’s a have a look at the folks behind the pixels.

If this marketing campaign proved something, it’s that artistic groups can do unbelievable issues below stress once they belief one another and lean into the second quite than combat it. The two% battery feeling wasn’t an issue to unravel. It turned the idea that carried us.

Should you loved this behind-the-scenes look, we’ll preserve sharing extra of how we construct at Trezor. And when you haven’t already, you possibly can try the Black Friday campaign to see what offers you possibly can get.

— Billy Campbell Content material Crew Lead, Trezor

From Petrol Station to Black Friday: Launching a Campaign in Two Weeks was initially revealed in Trezor Blog on Medium, the place persons are persevering with the dialog by highlighting and responding to this story.

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