Xero unveils new tagline to supercharge commitment to customer growth

New Zealand-based technology company Xero has revealed a new tagline, "Your business supercharged", to signal its commitment to providing small businesses and advisors with necessary tools, insights and connections. 

To bring the tagline to life, Xero has launched a new marketing campaign featuring a series of humorous ads that will roll out across Singapore, Australia, New Zealand, the United Kingdom (UK), the United States (US), South Africa, and Canada. 

The first 30-second ad showed several business owners from different sectors taking flight with their various accounting-related features, highlighting the ease of using Xero to take their business "anywhere". 

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The second ad showed a construction worker gushing over Xero's accounting software, showing viewers how he can focus on growing his business with the help of the company's services, highlighting its commitment to assisting small businesses. 

“Small business owners know what’s best for their business and accountants and bookkeepers play a pivotal role in helping realise these aspirations. "Your business supercharged" reflects this while also acknowledging the role Xero plays - by providing an intuitive platform, actionable insights, and access to an expert community," said James Kyd, executive general managers of brand and marketing at Xero. 

He added, "In developing "Your business supercharged", we engaged in extensive conversations with small businesses and their advisors. This feedback played a crucial role in shaping the platform, ensuring it resonates with the needs and aspirations of our customers. They expressed a strong belief that "Your business supercharged" effectively captures how Xero can help them to unlock growth and achieve the freedom they desire". 

In this campaign, Xero partnered with brand consultancy Interbrand to leverage their network across London, New York and Sydney to build a global positioning. Meanwhile, market research firm Insights Exchange supported the campaign through the delivery of large-scale research across key geographies.

“Small business owners crave control, and they want to feel that they have the specific support they need for their business. Accountants and bookkeepers want to help their clients grow. These insights are true around the world, for current and potential Xero customers alike. We are delighted to have collaborated with the Xero team around the world to develop their new global brand platform and are excited to see what’s next,” said Sam Ashken, senior strategy director at Interbrand. 

MARKETING-INTERACTIVE has reached out to Xero for more information. 

Xero is not the only company using ads to inspire growth among consumers. Earlier this month, online trading platform CMC Markets Singapore launched an integrated campaign to showcase the importance of calculated risks in trading.

In partnership with creative and marketing agency Studio 155, the "Own your trade" campaign draws parallels between traders and trailblazers who have forged unconventional pathways in their respective fields. The campaign emphasises risk as an essential element of strategic investing, when approached thoughtfully, and showcases this message through three individuals who defy conventions and pursue their passions despite challenges. 

According to Melissa Lwee-Ramsay, head of marketing, Asia, CMC Markets, central to the campaign is the idea that success in financial trading isn't about luck – it is about making informed decisions, taking calculated risks, and staying ahead of the curve to power your ambitions and dreams.

"Through compelling storytelling, we are redefining how our audience view risk — not as something to fear, but as an essential part of seizing opportunities in today’s fast-paced financial world," she said. "Given that today’s financial markets are increasingly volatile and uncertain, risk is ever-present. True success comes from recognising and managing risk effectively."

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