An exercise in simplification.
The company introduced its first integrated software system that seamlessly connected a complex series of tasks for insurance claims departments. The difference maker in the product solution was its new level of simplification because of the connected way in which multiple modules speed up and automate processes that are labor-intensive. Communicating the new simplification had to be simple in itself to help support the simplification theme. Plus, it had to appeal to the emotional satisfaction that comes from something complex being made easier. Borrowing the frustration in airports was a metaphor everyone understands. And identifying with a happy CIO or a smart child made the advertising campaign engaging and different.