Champions of customer service

In 2019, Zendesk came out with a new slogan: Champions of customer service. It’s important to first understand that this slogan came from an insight: customer service is important, because at the end of the day, we are all customers, and customer service is everywhere.

Our goals for the campaign were simple:

Put it everywhere
Remind people that Zendesk exists to champion better versions of customer interactions — no matter where they occur.

Using a high contrast color palette, we had endless options to pair punchy copy with clean, "feels like Zendesk" design.

And when we put the two together...fun things happened.

The campaign spanned across out of home, digital, and video ads.

We even created animated digital media for sites like Bloomberg, The New York Times, and The Washington Post.

Zendesk is pretty good at customer support software. But we also advocate for the people using our products (“champions” has two meanings—get it?).

We design software with support agents, support departments, and small businesses in mind—and provide guidance to build support orgs that are most helpful to their customers.

That’s why, when people ask about us, we like to say, “We're Zendesk. But you can also call us Champions of Customer Service."

Here's a print ad that ran in the UK in the Financial Times in September of 2021

As of July 2021, we had ~500 million total impressions, 360,000 visits to our landing page alone (visit it by clicking here), a 10% site traffic increase, 10-20% favorability lift with media partners, and customers are 20% more likely to open DMs on LinkedIn. Social engagement and follower growth have also proven 💯 : we had 29 million video views, 13 million engagements, and gained about 1,500 followers. While I don’t have updated stats as of 2023, the stats continued to rise. All in all, this was a very successful campaign.