Tech firm sets tails wagging with launch of new B2B ‘barketing’ campaign

A London tech start-up has proved they’re so barking mad for their new product, they have filled their office with rescue dogs and encouraged the canine stars to take the lead in a film all about it.

While everyone else is letting the dogs out, Sideways 6, who are based in Shoreditch, decided to let them in and, in the spirit of the company’s culture of innovation, they let their temporary canine work colleagues make a film about what a dog would want from a pet-friendly office.

Sideways 6 is an industry leader in idea and innovation management, helping large organisations such as British Airways, Nestlé and Oxfam to collect, manage and act on employee ideas, insight and feedback. Unlike other companies working in this field, the Sideways 6 platform works alongside existing collaboration and communication tools, such as Microsoft Yammer and Workplace by Facebook.

The SaaS firm is now unveiling its latest B2B marketing campaign to launch their platform’s integration with Microsoft Teams, the collaboration and communication tool that has fast become Microsoft’s fastest-growing application with more daily users than any of its competitors. For the main focus of the launch, Sideways 6 have created a light-hearted short film featuring a host of canine actors.

Matt Calver, Partnerships Manager at Sideways 6, said: “One of the things we believe in at Sideways 6 is ‘ideas from anywhere’ as great suggestions can come from any member of the team, not just management – so to practice what we preach, we handed the whole campaign over to the dogs and we think they did a brilliant job.

“So much of B2B marketing is unimaginative and uninspired. At Sideways 6 we’re all about ideas, so we wanted to use this campaign to have some fun and take a more innovative, light-hearted approach.”

As all of the dogs starring in the film were once rescues, the tech firm are also using their campaign to raise awareness and funds for UK charity All Dogs Matter. Those watching the film are encouraged to either donate directly to All Dogs Matter or buy an item of merchandise, with all profits going to the charity.

All Dogs Matter is a dog rescue and re-homing charity working in and around London to transform the lives of unwanted and abandoned dogs. In 2019 the charity rescued and re-homed over 400 dogs with new owners, also finding new homes for 27 unwanted and abandoned dogs from Egypt, Italy and China.

Laura Hedges, Deputy Manager for All Dogs Matter, said: “We’re incredibly grateful to Sideways 6 for their support. Any money raised will help us continue to rescue and rehome dogs in need of a fresh start, so please share and donate whatever you can.”

Will Read, CEO and founder of Sideways 6, said: “We wanted to make our latest product launch a bit different, and as soon as we heard all the dog actors were rescues it made perfect sense to give something back. Sideways 6 is incredibly proud to support the work of All Dogs Matter.”

Source: Sideways 6

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