A print campaign that made manual procurement impossible to defend

Jul 2025|3 min read

Client

Procol

Domain

Campaign & CreativeConversion

Our scope

Targeted print campaign for key business dailies.

A print campaign that made manual procurement impossible to defend

The Objective

Procol is a challenger in procure-tech, up against global giants like SAP Ariba. It wanted a targeted print campaign to jolt the decision-makers still running procurement manually on Excel, business owners and procurement heads.

The Campaign Idea

A stark visual contrast between manual and digital procurement, one that makes the cost of the old way self-evident and invites the prospect to talk to Procol and make the switch. The creative did the arguing, so the sales conversation didn't have to start from scratch.

The Results

A sharply targeted print campaign that marked Procol's presence against far larger players and gave manual-procurement decision-makers a clear, uncomfortable reason to move.