In the world of web-conferencing software, GoToMeeting was seen as old and outdated, with younger, more modern start-ups threatening to take over the category. GoToMeeting needed a bold re-introduction to break through the clutter and defend their turf, as well as alleviate users all-consuming anxiety that the technology is more likely to break their meeting instead of make their meeting.
We needed to build confidence that GoToMeeting always lets you and your best work shine through. No matter the situation. We took a complex, technical product and highlighted the humanity behind the technology using humor to stand out from the competition and bring GoToMeeting back to their #1 spot.