A market dominated by big businesses can bring tired and uniform creative. An innovative company with an original product needs some creative spice to stand out. HICX recognised this.
Services
Visual Identity
Consultancy
Asset Production
Campaigns
Design
Industry
Fintech
Year
2022
Context
Imagine if McDonalds’ largest supplier of fries has a terrible buyer experience and decides to move to Burger King? Well, in the procurement process this is more common practice. HICX are a company built on creating solutions that remove supplier-vendor friction and allow businesses to be more reliable, flexible and scalable. We were tasked with creating a campaign to promote their new product SXP (supplier experience portal) activated around the biggest procurement event (DPW Amsterdam) where HICX were keynote speakers. HICX needed to stand out in a big business dominated market.
INTELLIGENCE
Somewhere that’s different
There was one goal in mind, get HICX into people’s memories. Emotion, excitement and touch of humour was how. Without that hook, nobody will get to the tangible benefits of HICX’s SXP. The product doesn’t just improve supplier relationships, this portal takes you and suppliers to a different world. But what actually is a portal? It’s a website or web page for a range of other links. It’s also a doorway, a gateway to another world and another dimension. This thought that made the platform idea on its own: A FRIXIONLESS PLANET.
PROGRESS
Let’s peek through the pentagon
With the idea in place we just needed to show how smooth and easy everything was and will be for suppliers. Snaky, slide like orbs, glowing globe like elements, stars and shadows reminiscent of a planet’s rotation were all overlayed over HICX’s signature pentagon line graphic background. Then, we built a messaging matrix and animation that brought the procurement planet to life and critically, would be easy for HICX’s design team to roll out over all platforms.
AI TESTING
We used AI testing to find the exact size, weight and place where every part of our assets could create the most impact. Each outdoor and social asset was also tested using scales of Clarity, Creativity, Cognitive Demand and Engagement. Our tests enabled us to visualise customer attention instantly and optimise our ads before launch. The result is improved campaign effectiveness and fine-tuned ads based that work.
RESULTS
6 ICP demo requests
2 progressing to QL
£360K Stage 1 Pipeline Contribution
All leads and pipeline from companies with £5 billion+ revenue.
The social channels:
People are highly engaged and HICX’s numbers have risen not only above their own but above industry standard.
Facebook geo location ads: Amsterdam
Reach – 38,325
Impressions – 68,017
Channel Performance: LinkedIn KPI
Impressions - 97,517
Clicks - 1,094
Average CTR - 1.12% (industry average: 0.5%)
Best Performing Ad
Impressions -10,315
Clicks - 126
Average CTR - 1.22% (industry average: 0.5%)
It’s a campaign that shows that nothing is boring. If you use your imagination and apply creativity in a traditional space, you can apply serious cut-through. Bravery works. By making an emotional and practical connection you can create something that is memorable and effective.
