ICIS - Turning a financial deadline into friendly advice

ICIS

Turning a financial deadline into friendly advice

Campaign | Digital | B2B

The Challenge

With price changes looming, ICIS needed to encourage customers to make the most of their credits and reward them for spending ahead of the 2019 deadline.

Think

The success of the campaign would hinge on ensuring customers viewed spending credit in a positive light. This would be best achieved by integrating the push to our previous ‘power your decisions’ campaign and positioning the credit-spend as a vital part of customers being able to gain insights and do their job with confidence.

Create

A tagline of ‘take the credit for a successful 2019’ repositioned the spend as ICIS giving a friendly insider tip, rather than a deadline. Banner ads and emailers were clear and direct. Similarly we designed and produced a unique chocolate coin as a piece of disruptive direct marketing, that leant a softer, friendlier edge to the campaign while ensuring it wouldn’t go unnoticed. The campaign realised 200% the target revenue and delivered a 25% increase in credit usage in what is usually the lowest quarter of the year, all while reducing client complaints to less than 3% of historical figures for previous changes.

ICIS - Turning a financial deadline into friendly advice

The positive sentiment from clients was incredible, we even had customers calling to ask for additional chocolate coins! We saw a huge spike of new credit purchases tracked from campaign content, generating six figures of further revenue and creating new opportunities for our sales team to build on this year.

Bridget Kendrick, Chief Marketing Officer

ICIS - Turning a financial deadline into friendly advice
ICIS - Turning a financial deadline into friendly advice

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