When should we use playfulness in B2B campaigns?

Playfulness belongs in a B2B campaign when it helps demonstrate what the business offers. The Frameworks applied that principle in its campaign for Lawyers on Demand, using anagrams, wordplay and bold typography to express the New Law business's focus on seeing things differently. The creative treatment invited human curiosity while reflecting the brand's offering, rather than adding entertainment unrelated to the message.

For a campaign team, the useful test is whether the playful device makes the proposition more tangible. In the Lawyers on Demand campaign, a different way of thinking was something the audience could encounter through the words and design, not simply a claim to read. The Frameworks argues that business communications still address people: the opportunity is to engage their curiosity without separating the creative idea from the business message.

Playful participation should reward buyers' time with relevant learning. In its discussion of IBM's CityOne, The Frameworks describes a game that asked professionals to make decisions about running a sustainable and environmentally conscious city using data and technology. Information and guidance helped players understand the domino effect of their decisions, while a final score gave the experience a playful conclusion.

The practical lesson is to connect the activity to the subject buyers need to explore. Decisions, consequences and scoring can carry a serious message rather than distract from it. The Frameworks also argues for creative work that combines education with inspiration, drawing on formats beyond familiar B2B communications. A game or interactive experience earns its place when taking part helps the audience understand the subject, not merely when the format is entertaining.