HR directors targeted with ‘sexy assistant’ software

Health and protection advisers, Punter Southall Health & Protection Consulting (PSHPC) has personified its software for HR directors as a ‘sexy, straight-talking assistant’ designed to appeal to the predominantly female HR community.

The campaign was created by communications agency Inky Blue. It says it wanted to create a “warm, feminine and ever so slightly sexy character HR professionals would relate to, but not feel threatened by.”

The software is designed to check changes to employee details that may affect a company’s protection insurance. The software was launched at Harvey Nichols; a venue Gladis would frequent.

Sara Dean, managing director, Inky Blue, said, “Gladis [actually short for Group Life & Disability Information System] is a game-changing self-service platform for the HR community and we felt it needed a game-changing campaign too.

“The platform acts as the data assistant HRDs have always dreamed of (but have never had before). So creating Gladis, the super-efficient, intelligent person that helps HR departments is a break from the norm from the very start.”

Gladis

 

 

Related content

Access full article

Propolis logo white

B2B strategies. B2B skills.
B2B growth.

Propolis helps B2B marketers confidently build the right strategies and skills to drive growth and prove their impact.