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.
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.
A potential pain point turned into a strengthened relationship between brand and customer thanks to an emotive tone of voice. 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.