‘There Is No Second Place. There is FIRST.’ was an ad developed by KudzuCreative for award-winning Microsoft partner and enterprise software and services provider Junction Solutions in support of the end-to-end software and services they provide for the Food & Beverage (and other) industries.
The advertisement was created for PRIME, a quarterly magazine that covers Microsoft and Microsoft partner technology in discrete and process manufacturing. The concept was designed first and foremost, to grab the reader’s attention. The eye is drawn immediately to the burgundy liquid dancing elegantly out of the top hat held by an apparent magician-like figure.
The main headline, ‘There Is No Second Place. There is FIRST. It Takes a Team to Win. Choose Wisely.’ effectively communicates, along with a bold head-on athletic image, that the offering represented provides an intense and powerful tool that enables businesses not just to do ‘well,’ but to take first place. The headline copy makes clear that Junction Solution understands that in the highly-competitive, razor-thin-margin world of Food & Beverage, achieving first place is the only thing that qualifies as a ‘win.’ Again relying on the imagery to visually support and magnify the copy, it reiterates that achieving first place also requires a team, so in ‘picking teams’ (as in sports analogies), businesses must choose partners (in this case technology partners) wisely. The ad was without question designed to be eye catching among competitive advertisements that may feature more standard agricultural, processing, or product imagery.
Within this hard-core, intensely-powerful messaging, the advertisement goes on to define its audience and concisely articulate its value proposition, ‘We know Food & Beverage. We know Distribution. Utilizing deep industry expertise and innovation, we work with our customers in unified partnership to build solutions that bring everything together. Built on Microsoft Dynamics AX and available in the cloud or on premise, our solutions provide 360 degrees of visibility and control over your enterprise operations — on a single, integrated platform.’ Finally, the ad copy ends with a bulleted listing of the precise software and services the company provides for its dairy clients.
Because this concept was intended primarily for advertising use, it has more of a visual ‘edge’ (versus corporate branding look and feel), as advertisements allow only seconds for the audience to see and respond to any given marketing theme/concept.
Copyrights on all concepts, imagery, copy, and messaging on the ‘There Is No Second Place’ page are held by Junction Solutions.
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