Let’s be honest, some branded content does more for spreading fun than building business. FleishmanHillard’s 2.45 minute spot for communications tech company, Avaya does both. Perhaps in equal measure?
It’s a 165 minute montage of the jargon that has recently invaded the business world. It will make some of you cringe. And yes, hidden deep down in the content is an ad message – Avaya is selling the services of Ava, the virtual comms assistant and her Tech-tionary that is like a dictionary for business buzzwords.
The content also underlines Avaya’s purpose as “…a company that’s open-minded and one that provides seamless, effortless interconnections among people and businesses.”
FleishmanHillard collaborated with prolific YouTube comedy filmmakers, Tripp and Tyler, to create the content that mocks terms like disruptor, ping me, loop me in, dial-in, the uber of, talk offline…
The content the agency collected by talking to 300 Avaya people about jargon they hate (clearly lots of it) has also been put together into bite-sized pieces called:
Stuff Business People Say in Meetings
Stuff Business People Say About Deadlines
Stuff Business People Say About Technology
…and more…
And Tripp and Tyler had pre-empted the July 15 Avaya film, Stuff Business People Say, with Poo-Poo Parents Say, published on July 7.
Mocking buzzwords and cliches is an old gag format, but Avaya’s gag may well go viral. And if nothing else, it’s an awareness campaign for a brand that has very many rivals.
