This IPA Effectiveness Award case study shows how accounting software firm Xero moved beyond functional messaging to connect with the people behind small businesses through trust, humour, and emotional storytelling.
Expect lessons on increasing awareness in a low-interest category and using humour and emotion to resonate on a human level. Explore how brands can overcome indifference, build trust, and inject personality into their communications.
9.00am Breakfast and Networking
9.30am Welcome
9.45am Xero brand story premiere
10.00am Presentation
10.20am Panel discussion
IPA Effectiveness Awards Deputy Convenor (moderator)
David Lucy, Managing Director, December19
Joss Major, Strategy Partner, McCann
Jonny Park, Strategy Director, VML
10.45am Closing remarks
Laurence Green, Director of Effectiveness, IPA
11.00am Event ends