Foleon Competitor Campaign
For our Foleon vs. our competitor ads, we started by mining real prospect calls for insights rather than guessing what to say. Over and over, people mentioned the same pain points, eye-popping renewals, prices doubling, unexpected add-ons, and the feeling of being “reeled in” by an attractive first contract only to be hit with a “crazy renewal” later. The competitor was often flagged as one of the most expensive line items in the marketing budget, and its cost structure forced some clients to radically increase their own prices just to make interactive content viable.
From those conversations, I built the creative concept and the copywriter fine-tuned the messaging. The whole campaign plays on the company name itself, turning “Cer0s” into “Zeros” and twisting words like “seriously” into “ceriously” or “surprise” into “cerprise.” It’s a simple device, but it’s witty because it feels instantly familiar and a bit cheeky, while still landing a serious point about unexpected costs and renewals. The wordplay makes the message more memorable, and it strengthens brand recall because the joke only works if you recognize the competitor’s name.
Collaboration with copywriter: Clementine Jones
