Pluxee – You can’t run away from easy

B2B marketing is often boring, rational and devoid of emotions. But multiple researches have shown that emotions drive sales in the B2B market as powerfully as in B2C communications.

So, when our B2B client Pluxee – the leading company for employee benefits and engagement worldwide – came to us with the task to create an awareness brand campaign we were very emotional in our expression of the Pluxee brand and products.

The Task

In every step of the onboarding process, Pluxee strives to provide the best customer experience – for its direct customers, the employers, and for the employees who will use Pluxee’s products. This focus is the base for their positioning in Bulgaria, which we creatively expressed through the tagline “Easy. Easier. Pluxee!”

In 2024 there was a huge shift in the market of food vouchers in Bulgaria – they were digitized. That meant that every company had to switch from distributing paper vouchers to implementing an online platform for purchasing and loading vouchers in electronic cards and train their employees how to use them.

This is a stressful idea and no sane HR department or owner of a SME would willingly put himself or herself through this. But our solution was hidden behind this exact feeling and emotions.

The Idea

We looked around our own office and thought about what happens every time there is a particularly hairy problem or a painstaking process. If we have to be honest with ourselves – what would we do in a situation like this? What does our inner voice tell us?

Exactly – RUN!

The Work

We decided to tell this honest and relatable story through three different situations representing three of the most important target audiences of Pluxee – accountants, owners of SMEs and office managers. These are usually the people tasked with researching and picking a provider and making the orders afterwards. The people who have to endure the thousands of questions their colleagues or employees will have about the vouchers. We wanted to show them that Pluxee sees them, understands them and has their backs. Because every step of the process is structured in a way that makes their lives easier. So you don’t have to run or hide when the question of food vouchers comes up.

The three ads were developed for digital platforms – the stories develop as fast as possible to catch the finicky attention spans all of us have when we browse content online. From research and experience we know that people pay attention when they see people in a conversation. Also we focus better when we know when and where the action is taking place – hence the clear office setting in every opening shot.

For every story we made a short teaser to be published on Pluxee’s social media channels. They have to work even harder, as people on Facebook and Instagram often spend less than a second on a post before scrolling. We picked the most engaging 4-5 seconds from each story, leaving people hanging for the answer. Every video post on social media included a link to the product page, where people could view the whole story and find more information about why Pluxee makes giving vouchers the easiest way for an employer to show gratitude towards his or her employees.