A new Workday ad campaign aims to raise the profile of HCM by elevating unsung Finance and HR decision-makers and presenting them as modern business’ “true rock stars”.
The company has expanded its ongoing Rock Star campaign with a new advert that aims to engage audiences with humor and levity and transpire the message that “with Workday, people can be rock stars in the workplace”.
The initial phase of the company’s rock star advertising campaign, launched in 2023 during the US Super Bowl event, is said by Workday to have increased consideration and awareness of its brand by 65 percent and 14 percent, respectively, according to internal data. The company also saw a 24 percent increase in audiences considering Workday a brand that they can trust.
Workday has now expanded the advertising campaign with a twist as, featuring rock stars Gwen Stefani, Travis Barker and Billy Idol.
In two new TV commercials, “We’re All Rock Stars,” and “Rock Responsibly, launched today during the US golf tournament Masters, the artists tour through the office demanding to take their hard-earned titles back, but the corporate world begins to challenge them on who the real “rock stars of business” are.
“While these rock icons might not consider us to be rock stars in the traditional sense, our customers around the world are the true rock stars of business and we want to celebrate that,” said Emma Chalwin, CMO of Workday.
“We’re bringing that to life in the next wave of this multi-channel campaign with amazing talent, humor and a bold, new edge aligned with what everyone loves about the Workday brand. We’re excited to show the world how Workday rocks the future of work.”
The advertising campaign, debuting April 8-14, will reach global audiences in six key Workday markets – Australia, Canada, France, Germany, the UK and the US.
With more than 50 percent of the Fortune 500 relying on Workday to manage two of their most important assets – their people and their money, Workday is leveraging the opportunity to appeal to wider audiences and advertise its tools, built with AI at the core, to help businesses.
