Samanehaye Modiriyat (CRM)
In response to a fundamental challenge in Iran’s CRM market, the brand Samanehaye Modiriyat set out to redefine the true meaning of CRM through a human-centered and metaphorical lens.
The “Different Customers” campaign was built on a simple reality:
Many organizational decision-makers still lack a clear understanding of what CRM is and how it works yet they face the consequences of not having it every single day.
Rather than relying on technical jargon, instructional tone, or dry B2B slogans, this campaign sought to introduce the real role of CRM through the lens of lived, everyday experience:
Helping organizations understand, manage, and respond professionally to the diverse types of customers they deal with.
Client : Samanehaye Modiriyat Iran
Service : Creative Advertising
Year : 2021
Challenge
The brand faced three core challenges:
– Low awareness of CRM’s real function and value among its target audience.
– A perceived high price point, compared to competitors offering cheap, limited tools.
– Widespread distrust due to previous failed CRM experiences in the market.
Introducing Samanehaye Modiriyat as a reliable, professional solution required a new kind of storytelling one that would shift focus from software specs to real organizational pain points.
Solution
The core idea of the campaign centered on a simple message:
“If you’re struggling to manage your customers, maybe you haven’t truly understood them and that’s exactly where CRM comes in.”
Instead of directly promoting software features, the campaign chose to illustrate different customer personalities through metaphorical and visual storytelling. Four distinct characters were created, each reflecting a type that managers and sales teams would immediately recognize from their daily experience: enticing and high-value but fleeting customers like ice cream, precise and persistent but sensitive and prickly customers like a cactus, reliable and structured but slow and rigid organizations like a rock, and analytical, modern but demanding and detail-obsessed customers like a magnifying glass.
These metaphors used a simple and creative language to depict the real organizational challenge: understanding, managing, and responding to customer diversity and complexity. Ultimately, they conveyed one key message:
“Different customers, with different needs.”
A message that wasn’t just a description of the market, but a clear and compelling reason for the need for a professional, customized CRM solution.
These metaphors used a simple and creative language to depict the real organizational challenge: understanding, managing, and responding to customer diversity and complexity. Ultimately, they conveyed one key message:
“Different customers, with different needs.”
Brand Context
Experience delivering specialized software & services to medium & large organizations. Unlike many competitors offering generic, low-cost platforms, Samanehaye Modiriyat focuses on tailored implementations, precise analysis, and high-quality, long-term partnerships.
Despite its strong technical reputation, the brand faced a critical communication gap in the market:
CRM adoption in Iran is still relatively new, and many business leaders either don’t fully understand what CRM really is or have encountered low-quality, one-size-fits-all solutions that fail to deliver. Recognizing this, Samanehaye Modiriyat set out to reframe CRM not just as software, but as a professional, customized approach to managing customer relationships & to position itself clearly as the expert partner that understands the complexity and diversity of customer needs.