Just After Midnight
Who they are
A global tech provider known for its informal, quirky copy style
Just After Midnight are a managed services provider serving clients like Ford, Volvo and Heineken. With offices in over 4 time zones and a global customer base (JAM) as it’s informally and widely known, are a global brand with a reputation for an informal, quirky copy style
Why they came to us
Research, workshops and a new direction for the brand voice
JAM were a victim of their own success. In recent years, many competitors had begun to affect the same informality, nonchalance and studied authenticity.
This proved problematic for two reasons: one, their edge had been stolen; two, in a harder, more sceptical world, the disarmingly everyday has fallen out of favour with shrewder, more cynical customers.
What we did
Research, workshops and a new direction for the brand voice
JAM were a victim of their own success. In recent years, many competitors had begun to affect the same informality, nonchalance and studied authenticity.
This proved problematic for two reasons: one, their edge had been stolen; two, in a harder, more sceptical world, the disarmingly everyday has fallen out of favour with shrewder, more cynical customers.
As part of our ToV workshop process, we gathered both qualitative and quantitative data:
- We sourced competitors from JAM’s leadership as well as from key search and advertising competition spaces
- We analysed their voices using the sharp semantic knives of our writers’ minds as well as conducting
- We carried out a Nielsen dimensions workshop, plotting JAM and their competitors along the 4 dimensions of voice as defined in the framework
- We defined the state of play: JAM’s voice, once a calling card, had become the mode de jour
What we delivered
Workshops, competitor analysis and voice-framework mapping
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The final product eschewed the performed breeziness of competitors, but preserved the heritage style’s warmth and self-awareness.
Package Used
Services used:
- ToV consulting workshop
- ToV Nielsen dimensions workshop
- ToV document and presentation
