MARKETING DESIGN

Whereby’s NYT quote campaign

Competing with Zoom is no small task. As the dominant player in video meetings, Zoom had the name recognition, the enterprise contracts, and the market share. Whereby had something else: a far superior experience — and a brand identity striking enough to stop people mid-scroll.

When a Wirecutter survey published by the New York Times revealed that 86% of respondents preferred Whereby over Zoom, we knew we had to weaponise it. The strategy was simple and deliberately provocative: use that third-party validation to go on the offensive, and use our bold, distinctive visual identity to punch well above our weight.

The concept leaned into faux out-of-home advertising — billboards, urban murals, magazine spreads — crafted to look like the kind of large-scale campaign a category leader would run. The goal wasn't just awareness. It was to make Whereby feel bigger than it was, while landing a direct hit on the competition. Clean design, a confident message, and a credible New York Times stamp. Sometimes the best marketing move is to act like you've already won.