Shortlist best SME-targeted campaign: ‘More sense than money’ Powwownow’s free conference calling service is ideal for small businesses.Their product is based on business efficiency and is designed to save time,money and hassle in an economic climate where every second counts.gyro was tasked with refreshing the Powwownow brand so it would generate cut-through with SME business leaders, convincing them that Powwownow is the obvious, sensible option in the conferencing space. It would have to be persuasive enough to direct attention away from Powwownow’s corporate-centric competitor, BT, often the default choice for many businesses.We developed a positioning of ‘More sense than money’, articulating this through a bold and sometimes controversial campaign that was designed to catch the eye of SME owners. The campaign harnessed fictional anti-hero, Cecil Goldwell, representative of the rich corporate executives that have more money than sense, to act as the antithesis of the brand and generate debate. Capturing their maverick personality, the campaign has helped Powwownow become the SME champion in the conference calling space, leading to significant revenue increases and record registrations for the service.