When your competitor is having a high profile customer event, what better way to divert their attention than to send a rude, but hilariously savage blimp to float over their way?
While Salesforce was having their yearly customer event Dreamforce, their smaller, up and coming rival Freshworks sent a blimp floating over their event inscribed with the hashtag, “failsforce”.
The blimp, in addition to a “Hit Refresh” pop-up booths, free refreshments, gift cards to yoga classes, and a marching band were all part of the Freshworks’ major marketing campaign against its rival. The campaign cost the company between $500,000 and $1 millions, which is all worth it considering the next level savagery that ensued.
The timing for this blimp stunt comes at the heels of a major phase of growth for the company after a recent $100 million series G round, led by Accel Partners and Sequoia Capital with participation from Alphabet’s investment arm CapitalG. That investment, at a valuation of $1.5 billion, put Freshworks into the coveted category startups with a valuation of $1 billion or more.
In the past, we’ve done minor billboards at Dreamforce, but this year was the right time to do this. […] Salesforce is […] successful with large companies. But for small and mid-size businesses that have trouble using Salesforce, we are like the Salesforce for the rest of us ”
— David Thompson, CMO at Freshworks