CAMPAIGN OF THE MONTH: Powwownow are courting controversy in new campaign

Powwownow’s latest brand awareness campaign is causing a stir among the business world. Gemma Huckle reports

The public’s sense of loathing for bankers and elaborate corporate spending is something that video conference call provider Powwownow seized upon in its latest brand awareness campaign.

The tongue-in-cheek ‘More sense than money’ creative, delivered by global agency Gyro, poked fun at businesses that have more money than sense. The aim of the campaign was to position Powwownow as the type of service for companies looking to make savvy spending decisions and reinforced the message that free conference calling with the provider is a ‘smart decision’. It also wanted to stress that not changing service providers can be costly – posing the question ‘do you have more money than sense or more sense than money?’ to UK business people.