AI Driven CX for Effortless Contact

Creative marketing company John McNeil Studio launched a new ad spot for client Five9, the leader in cloud contact center software featuring U.S. golfer Max Homa.

Following a three year partnership with the pro golfer, Five9 had a unique opportunity to build brand awareness and credibility among key decision-makers, while engaging their core base of current users. Together with JMS, the team tapped Max, who now ranks 15th in the world, to film a spot which features him and a group of casual golfers enjoying a day at the course.

Max, who shows up late to his round ends up being the fourth when he notices one golfer with a single club in his bag. Max continues on by asking the golfer about the club which happens to be a Five9 iron, representing an effortless swing and the effortless customer contact solutions by Five9. It’s the casual golfer's turn to swing and he hits an effortless shot thanks to his Five9, showcasing the enterprise company’s helpful solutions driven by AI.

“Our writer, Andy Whalen, had the brilliant idea of the Five9 iron–this one club that had everything any golfer would ever need to make effortless, perfect contact,” said Gerald Lewis, Executive Creative Director, Integrated Marketing, John McNeil Studio. “It’s a brilliant parallel to what Five9 does for their clients: using AI and data sets to create better, connected, effortless customer experiences. Of course, Max, with his personality, was the perfect person to react to it.”

The spot filmed in Max’s home golf course in Scottsdale, Arizona came together thanks to a stroke of luck. Max happened to be free around the date of scheduled production while the Troon North Golf Course was in the middle of aeration, a maintenance procedure often done in hot climates to improve turf health and playing conditions. This left the team free to film the spot and kick off a multi-channel campaign as summer sports and the Olympics heat up. Featuring 15 and 30 second spots, the ads are part of a media campaign targeting display, connected TV and social media beginning July 15.

This latest work by JMS wasn’t just about a strong creative idea, but about the opportunities to expand brand awareness through strategic partnerships with a rising star like Max Homa. As B2B brands continue to grow their marketing efforts in creative ways that are more traditional to consumer marketing, Five9 and JMS have been able to connect audiences with a popular sport, a top golfer and the effortless way the cloud contact center provider has helped thousands of business customers–just like effortlessly hitting a shot with your favorite iron.

Max Homa is playing the Open Championship (British Open) July 18 - 21. To learn more, visit www.five9.com/golf.