Rock Star

Calling someone a rock star is a well-used corporate compliment. But it begs the question: how do actual, real rock stars feel about that? Workday’s ‘Rock Star’ brought together five legends of music - Ozzy Osborne, Paul Stanley, Joan Jett, Billy Idol and Gary Clark Jr. - with a message to the corporate world: Please stop using the phrase ‘rock star’ to compliment each other.

Workday first built momentum by targeting senior professionals on LinkedIn, Twitter, and YouTube. The teaser phase included a print ad recognizing the best managed corporations as being rock stars, eye-catching OOH in key media DMAs, and on social with a series of concert posters that idolized Workday's audience: from CEOs that ROI all night, to CFOs that open with decision-ready insights. Super Bowl Sunday sparked a wider conversation by giving rock stars the biggest stage in the world to respond. After the big game, Workday ran a full-page print ad in the Wall Street Journal with an official apology to the rock star community for co-opting their beloved term. From the teaser campaign to the promotional activities organized within the halls of Workday, everything was built to amplify the rock star theme. Workday fully committed to the bit, bringing the campaign to life in places and spaces that were aimed squarely at the B2B audience - LinkedIn, Twitter, and key OOH placements in city centers - all with signature rock star flair.

Success was measured by improved brand health and buzz. With ‘Rock Star’, Workday far surpassed its corporate communication goals and comms channel engagements both internally and externally. The spot also performed well in several industry-led and notable ‘best of the Super Bowl’ lists - including ranking in the USA Today Ad Meter Top 10, being called out as The Drum’s “#1 Super Bowl Teaser”, and landing in The Washington Post’s top 5 Super Bowl ads.

Workday’s ‘Rock star’ concept took a simple universal insight - something said every day in every office - and loudly and comedically disrupted the B2B conversation.