TL;DR

Autodesk was already well known in entertainment & design, but wanted to grow its Construction Cloud business. We developed its first-ever brand campaign, creating a platform that shaped how we showed up across media.

The result: Beat performance benchmarks across every channel & earned Adweek's Business-to-Business Campaign of the Year.

THE PROBLEM

Autodesk had made significant investments in construction software, identifying the category as a major growth opportunity.

But construction is a high-stakes, low-margin business, where even small mistakes can have major consequences. General contractors & subcontractors have little tolerance for unnecessary risk, especially when adopting new technology that requires time, money & operational change.

We needed to give construction leaders a reason to take a chance on Autodesk.

Not just to try another software platform, but to see how Autodesk could help reduce the uncertainty built into every project.

THE STRATEGY

“UNCERTAINTY IS THE ONLY CERTAINTY”

Construction projects involve countless people, processes & moving parts. One small disconnect can quickly become a much bigger problem.

Autodesk could reduce that uncertainty by giving teams greater visibility, connection & control across the entire project.

So rather than position Construction Cloud as another software solution, we positioned Autodesk as the technology partner connecting the entire project ecosystem, from design through construction & into operations.

THE CONNECTION

In construction, a little miscommunication can leave a lot of room for things to go wrong.

We brought that truth to life through the classic game of broken telephone, showing how a simple message can become something very different as it moves from person to person.

Because on a construction site, what gets lost in translation can be the difference between a project coming in on budget or going over it.

But we didn't just tell people what could go wrong. We showed them.

Our spots intentionally ended in disarray, leaving construction leaders to imagine how the project could have turned out differently with Autodesk.

We then connected the upper-funnel campaign to highly targeted lower-funnel efforts across CTV, audio, social, OOH, podcasts, The Weather Channel app & activations around Procore's (the category leader) annual Groundbreak event.

This allowed us to reach construction audiences wherever they were, while giving the brand a consistent story across the entire journey.

We didn't just launch Autodesk Construction Cloud into the category. We gave the brand a reason to matter in it.

THE IMPACT

• Lift in lower-funnel performance

• Above-platform benchmarks across every channel

• Increased awareness & consideration across partner brand-lift studies

The campaign not only exceeded third-party measurement benchmarks, but also improved performance across Autodesk's broader Construction Cloud marketing efforts.

THE RECOGNITION

Adweek’s Business-to-Business Campaign of the Year.