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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.

Client

BlackLine
BlackLine

Role

Creative Director

Project type

Integrated campaign

activations

Landing page
Email
Direct Mail
Social
Whitepapers
Microsite

Agency

Octopus Group (Publicis Groupe UK)
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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.

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RESULTS

NEXT PROJECT

Instagram

Discover some of my visual exploration & experimentation

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THEY SAY…
Dave has added a huge amount. You can’t be a great marketing agency without a really strong creative department and Dave has delivered that. He leads from the front, with a natural passion for design which means you know he’ll always give 100% to anything he works on. Dave commits! Culturally, Dave is very easy to work with and great to have around. He always speaks his mind as a senior team member, but always in a very balanced and consultative way. He’s also good fun and people enjoy being around him, which is crucial for a management team member.
– Pete Hendrick; MD at Octopus Group (Publicis Groupe UK)