Zoom is launching a new advertising campaign, I Use Zoom, aimed at repositioning the platform as more than just a simple meeting software. The campaign, directed by Bowen Yang and featuring contributions from prominent Saturday Night Live writers, is inspired by iconic movies and seeks to connect with consumers using a humorous approach. This ad will air during the College Football Playoff final on December 31 and the Super Bowl pre-show on February 8.
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The Chief Marketing Officer (CMO) of Zoom, Kimberly Storin, emphasized that the campaign is designed not only to highlight the company’s current offerings but also to reflect the evolution of its products, which now include new features powered by artificial intelligence (AI). Storin explained that this approach does not arise from competitive pressure, but as a response to the specific needs of consumers. Positive feedback from users, evidenced in the Net Promoter scores, indicates that 100% of customers prefer Zoom over other platforms.
In the ad, Yang plays a villainous IT manager who tries to impose confusing software on his employees, who advocate for Zoom and its innovative features, such as AI assistance and translation capabilities. “We are not just trying to ‘whitewash’ our image with AI; we have developed a clear perspective on how to minimize friction in meetings”, Storin assured.
Although Zoom is generally considered B2B software, the campaign is aimed directly at consumers, seeking to leverage the genuine love for the platform that its users have expressed. With the goal of achieving an effective return on investment before expanding its advertising reach, Storin emphasized the importance of making informed decisions to reach the widest possible audience.