Moving finance to a different beat
Challenge
BlackLine help unlock working capital and collect cash faster by automating accounts receivable back office functions. They came to Octopus Group (Publicis Groupe UK) looking for a campaign that would stand them apart from their competitors, and drive conversion to their platform.
Role
Project type
activations
Agency
Approach
While the finance industry is known for its disruption, it’s also a space crammed with copycats – pastel colours, and playful character illustrators. The brief was to create something different, so we did exactly that, and broke the rules. Our creative platform ‘AR that moves to a different beat’ playfully abstracted their brand, moved headlines on their side, and broke layout grids; all while remaining recognisable, and retaining a trustworthy tone. Within an industry of sameness, we created something to truly stand out and capture attention. Using targeted social ads, we pushed prospects to a microsite with a campaign video and persona-specific blogs and whitepapers to capture MQLs, along with an MA track to continue lead nurturing.
