Monday.com is taking its workflow management platform to the next level this year, with its first-ever Super Bowl ad.
“The Super Bowl is a main event in the US, something that is very deep in the culture,” said Guy Shriki, head of brand awareness and offline marketing at monday.com. “It’s a great opportunity to find the target audience in a situation where they are willing to consume ads, because this is a big part of the Super Bowl, people expect to watch the ads.”
The Super Bowl buy is a major move for a company that got its start advertising with YouTube ads that cost $50 to shoot in house. Molly Aviva Sonenberg, creative brand manager at monday.com, who has been with the company since 2018, said the Super Bowl ad reflects the scale of growth the brand has had since.
“As we continue to grow and scale, not only the number of customers that monday has, but also the enterprise accounts this the next step in our evolution,” said Aviva.
Monday.com went public in June 2021, with Salesforce and Zoom both investing $75 million in the company. The site took off during the pandemic as companies looked for more effective ways to manage tasks with remote teams. The brand expects their software to stick, even as people return to offices, as the tools can help give a more visual look into what is going on within each department at a company.
The Super Bowl ad, which was created in-house and with The Mustache Agency, is designed to highlight how the workflow management company’s tools are easier for teams wherever they are. The tagline is “Work Without Limits” and focuses on how monday.com creates an open workflow that can be accessed across departments for more fluid work.
“For a really long time whenever people had some sort of issue at work or some type of workflow, they would find one specific tool and it was that tool they relied on, so if it’s, just for marketing, then you’re kind of stuck inside that and we find that these tools are incredibly limiting,” said Aviva. “The narrative of ‘Work Without Limits’ is, monday.com is giving you the ability to break free of all those boxes that kept us separated at work, and really giving you the power to build your own workflows.”
The ad will highlight the workflow management’s smooth flow and ease of use. “It’s about the pain points for anyone that works in front of a computer, anyone that works in an organization,” said Aviva.
The :30 spot will run in the 19 largest markets – those with more than 30 million viewers – during the first half of the Super Bowl. Additionally, the brand will include billboards, subway ads, and other OOH elements in those markets, as well as a full digital and social campaign to support the major TV buy.
“Basically, the strategy is that the target audience is in a situation where they want to consume the ad, and we’re placing a 360 campaign around it,” said Shriki.
The effort targets all employees that work on computers whether they are in the office or working from home. “Our approach is for a bottom up adoption model, which means that we’re not aiming just for the VPs, or the CEOs, we’re aiming for everyone that works in front of a computer because they can start using the platform,” explained Shriki.
