Business Challenge
In the field service industry, implementation was one of the biggest reasons companies hesitated to switch software. It wasn’t that they didn’t want something better. They were worried about the disruption that came with making a change.

We needed a campaign that addressed those concerns head-on and showed that moving from our biggest competitor to FieldRoutes didn’t have to be complicated. The campaign would run for six months and culminate at Pest World, the largest pest control conference in North America.

Creative Strategy
I wanted to create something that did more than explain the benefits of switching software. The challenge was turning a complicated buying decision into a story people would actually want to follow.

A comic book felt like the perfect format because it allowed us to take the customer journey and turn it into an engaging narrative. The story followed a competitor’s customer as they realized their current software was holding them back and showed how FieldRoutes helped them find a better way forward.

With our competitor’s name including the word “Wave” and Pest World taking place across the ocean, the idea behind “Don’t Just Ride the Wave” came naturally. It gave us a memorable campaign hook that tied the story, messaging, and visuals together.

The campaign rolled out in chapters every two weeks, with each email revealing the next part of the story and driving prospects to a landing page where they could request a demo. Paid and organic social media helped extend the campaign between chapters.

Once the final email was sent, we brought the story into the real world by printing physical comic books, mailing them to prospects, and distributing them at Pest World.

Impact
The campaign brought in a significant number of new customers while creating enough buzz to get the attention of our biggest competitor. Their CEO contacted our leadership team to complain about the campaign and even referenced it during the Pest World keynote.

My Role
I was responsible for figuring out how to turn this idea into a six-month campaign that would stay engaging from beginning to end. I developed the creative direction and helped shape the storytelling approach, using a comic book format to make a complex software transition feel more approachable and memorable.

I partnered with a copywriter to map out the story, identify the key pain points, and make sure each chapter supported the overall campaign strategy. From there, I translated the messaging into visuals, directed a freelance illustrator, and designed the comic book along with the supporting campaign assets.

My focus was making sure every touch point felt connected, from the emails and landing pages to the printed comic book.