8×8, Inc., a leader in integrated business communications platforms for customer experience, has launched a groundbreaking global brand campaign titled “The Power of You™,” which shifts the spotlight from product features to the people who use their technology. Unlike typical software marketing that focuses on platforms or AI capabilities, 8×8’s new initiative celebrates real customers such as IT leaders, CX professionals, and contact center managers and their resilience, creativity, and accomplishments in navigating complex business challenges.
The campaign uses cinematic storytelling combined with generative AI production to turn everyday hurdles into heroic narratives, portraying customers as the true protagonists. Bruno Bertini, Chief Marketing Officer at 8×8, describes the campaign as “one to one storytelling at enterprise scale, but with a soul,” emphasizing that the company’s focus is on celebrating the people who drive modern business forward rather than merely showcasing their technology. As AI features become prevalent in enterprise marketing, 8×8 distinguishes itself by illustrating what its customers achieve with the platform, reinforcing a message of partnership, recognition, and support.
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The launch highlights two engaging customer stories: Chris Gensmantel, CIO at LSH Auto, is vividly shown balancing on a highwire, excavating an archaeological site, and driving a monster truck, representing his success in navigating legacy systems and intricate IT landscapes. Similarly, Genelle Chamberlain, IT Manager at PrimeSource, is depicted diving into deep seas, conducting an orchestra, and launching as a human cannonball, symbolizing her skill in managing complexity and leading with confidence.
Gensmantel himself appreciates how the campaign focuses on customers’ efforts and persistence rather than 8×8 directly, describing it as a true partnership that honors the people who solve problems every day.
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Developed with creative agency Barrett Hofherr and AI production studio 1st Ave, the campaign reflects 8×8’s focus on authentic, customer-centric branding that emphasizes meaningful stories over technology-driven promotion. Sheila McGee-Smith, founder of McGee-Smith Analytics, praises the campaign’s unique use of generative AI storytelling to position users as heroes a refreshing, customer-centric approach that breaks away from the typical “look-at-our-tech” messaging dominating the industry.
The Power of You™ campaign will unfold across digital channels, social media, live events, and customer programs throughout the year, aligning with 8×8 Day, a celebration of the company’s customers and teams. Bertini underscores that for 8×8, this campaign reflects a deeper cultural evolution, positioning human experience as the foundation of great customer experience, empowering customers to lead with clarity, control, and confidence creating win-win outcomes for all involved.
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