ASK AT A GLANCE:
Autodesk is known across industries. How do we make it known for construction?

Result: Beat performance benchmarks across every channel & earned Adweek’s Business-to-Business Campaign of the Year.

CREATIVE BRIEF:
Business challenge.
Autodesk had made significant investments in construction software, identifying the category as a major growth opportunity for the business. But despite Autodesk’s broader brand recognition, that equity wasn’t translating into construction.

Marketing challenge.
Autodesk had strong awareness within architecture, but awareness & performance for its construction-specific cloud software had begun to plateau. The functional benefits were no longer enough. To break through, we needed to connect with an audience that is notoriously skeptical of marketing & make Autodesk’s value feel relevant to the realities of their work.

Consumer Truth.
Construction is a high-stakes business with a very low tolerance for bullshit.
With profit margins often hovering around just 2–3%, there’s little room for error. Every proposal, change order & project decision can have a meaningful impact on the bottom line. Meanwhile, shifting designs, volatile material costs, changing project pipelines & disconnected teams create an environment where uncertainty is everywhere.

Messaging Audiences:
General Contractors: responsible for making the whole thing come together.
From groundbreaking to completion, GCs coordinate the people, materials & equipment needed to keep an entire project moving.

Subcontractors: experts in their piece of the puzzle.
Whether they’re handling electrical, plumbing, painting, concrete or site preparation, subcontractors are responsible for getting their part right, often while navigating a constantly changing project around them.

Creative Ask.
Break through with a skeptical construction audience & raise awareness of Autodesk as the platform built to bring greater certainty to the jobsite.

STRATEGY:
Insight. In construction, uncertainty is the only certainty.

Strategy. When every project involves countless people, processes & moving parts, even a small disconnect can create a much bigger problem. Autodesk can reduce that uncertainty by increasing visibility, connection & control across the entire project, from design through construction & into operations. & Autodesk has a unique right to make that claim. Its expertise across Design, Manufacturing & Construction gives it the ability to connect the entire ecosystem in a way no other platform can. When everything works together, there’s less room for things to go wrong.

CREATIVE CONCEPT:
Leave No Room.In construction, a little miscommunication can leave a lot of room for things to go wrong. Drawing inspiration from the childhood game of Broken Telephone, Leave No Room uses absurd humor to dramatize how a simple miscommunication can snowball into a very real construction problem. A message gets passed from person to person. A detail gets lost. A small misunderstanding becomes a costly mistake. Because on a construction site, what gets lost in translation doesn’t just make for a funny story. It can hit the bottom line. Autodesk Construction Cloud helps teams stay connected, aligned & working from the same information, leaving less room for uncertainty & fewer opportunities for miscommunication to become a problem.

AWARDS:
Adweek’s Business-to-Business Campaign of the Year