Simple, made possible.
NCR had spent decades building one of the most recognized brands in business equipment. That success became the obstacle. As the market shifted and new competitors offered cheaper, simpler alternatives, NCR had evolved far beyond its origins, but the world hadn’t caught up. Customers still saw the company they had always known, not the growth partner NCR had become. The gap between reality and perception was costing them business.
What we did
Brand Campaign
Lead Generation
Campaign Playbook
The Challenge: decades of market perception standing in the way of growth.
While NCR had successfully morphed their products and services to adapt to the agile marketplace, their legacy lingered in the minds of their customers who were beginning to adopt inexpensive, untethered solutions from competitors springing up from all corners of the world.
They needed to adapt their brand and needed to do it quickly. When they approached us, they were determined to rally around the idea of simplification, and they were looking for a way to best express that through new messaging and design.
Simple, made possble.
The Solution
We began by identifying a bold phrase – Simple, made possible – that took the idea of complexity and turned it on its head. The statement asserted that NCR had transformed the complex models, systems and data into something simple and digital that anyone could use, anywhere, anytime. What was once cumbersome and sometimes out-of-reach was now possible and achievable.
The Customer
We focused on the end user, their cherished business owners and point-of-sale managers. We showed customers in their environments, freely connecting where they needed, when they needed, untethered from cumbersome equipment and happily accessing all they needed through mobile devices, giving them the freedom to interact with customers and negotiate their environments.
Simplicity visualized through a Constant Line
By utilizing an unbroken, uncomplicated line that forms the many shapes of an individual client journey, we not only highlight NCR’s presence everywhere the client wants to be — but reinforce the fact that NCR is a constant partner along that journey; always simplifying, always progressing, evolving and adaptable in its own journey, to be the number one provider of transaction software and hardware in the world.
Lead Gen e-Books
After brand launch, NCR decided to expand upon the theme with a series of lead generating e-books and digital ads that would help illustrate trends, challenges and solutions to their various customers in their various industries, reaffirming the theme of simplicity and ease of use.
We worked with their team to create the content strategy and book themes that would resonate best with their client verticals. We then researched the topics, pulling from the latest surveys and data available on the subject. We interviewed their internal subject matter experts and wrote content and designed e-books to provide easy-to-digest, yet insightful e-books outlining the latest data and helpful solutions available to each market. We then created digital ads to help drive the markets to the books.
The campaign launched weeks before the COVID pandemic shut down face-to-face selling. Instead of going dark, NCR’s team had a complete platform ready — content, campaign creative, and a brand story that traveled without them.
‘Simple, made possible’ became both the company’s market message and its internal rallying point during one of the most disruptive periods in the company’s history. The work didn’t just change perception. It held the business together when it mattered most.