UK-based accounting software company Xero turned Adele's 'Chasing Pavements' into a musical parody called 'Chasing Payments.' The humorous song is accompanied by an even more comedic music video targeted at small business owners. Building upon the popularity of Adele's single and her connection to Great Britain, the company reaches out to its target market in a meaningful way.
The video and song are both memorable and touch on a real issue faced by small business owners. In addition, the campaign is tied to it's own Chasing Payments website that provides advice and tools to help collect payments; there's even a section to nominate prompt payers for a shout-out.
Xero's musical parody campaign accomplishes a few things: it demonstrates its cultural ties to its market, leverages the popularity of a song, uses humor to foster positive feelings, and shows that it cares for clients by developing a platform just to assist them. In doing so, the company builds positive relationships and increases brand awareness, which eventually leads to increase of sales.