The advertising narrative within the monetary sector tends to be fairly company but it surely doesn’t should be that approach. An progressive Out-of-Dwelling (OOH) marketing campaign disrupted conventional B2B advertising with an interactive set up. An enormous interactive bank card stopped London commuters of their tracks to advertise the B2B spend administration platform Payhawk.
The set up, which reworked mundane monetary processes into an enticing model expertise, featured a dynamic ‘Time Machine’ that confirmed the hours companies waste on handbook expense administration.
Created in partnership with model expertise company The Present Collective, the marketing campaign reinvented conventional monetary providers promoting by a mix of scale, interactivity and humor.
Commuters passing by London’s main railway stations have been drawn to press an outsized button on the set up, triggering a randomised generator of relatable enterprise eventualities: from calculating consumer lunch bills to chasing receipt photographs from colleagues.
Interactive B2B Advertising and marketing: Bringing Monetary Ache Factors to Life
“We wished to interrupt the standard mould of B2B monetary promoting,” says Gianpaolo Lauretta, Artistic Director, The Present Collective. “By combining a putting bodily set up with playful, relatable content material, we’ve created shareable moments that reworked Payhawk’s core message of time-saving right into a tangible expertise. The ‘Time Machine’ idea allowed folks to bodily work together with the model’s promise.”
The marketing campaign’s inventive technique was backed by analysis displaying that 85% of finance leaders acknowledge the significance of spend tradition, but wrestle with implementation.
Moderately than presenting these insights by conventional channels, the set up dramatizes the findings by real-world eventualities that resonate throughout industries.
“Advertising and marketing and inventive companies are notably acquainted with the challenges of managing a number of consumer budgets, worldwide initiatives and monitoring marketing campaign bills throughout groups,” says Jack Cummings, CMO, Payhawk. “This set up spoke on to their ache factors whereas demonstrating how expertise can unlock time for extra strategic and inventive work.”
The built-in marketing campaign mixed the hero set up with strategic digital OOH placements throughout key stations throughout January and February, delivering almost 4 million impressions.
The response was clear: commuters weren’t simply stopping to work together but additionally sharing photographs with their enterprise groups, sparking conversations about spend administration effectivity.
Key Outcomes: How the Marketing campaign Drove Engagement and Model Progress
- Site visitors Progress: Visits to the marketing campaign touchdown web page elevated by 484% in comparison with the earlier interval, and in France, the web site site visitors tripled.
- Employer Model Influence: The marketing campaign even sparked curiosity in becoming a member of Payhawk, with 5 candidates making use of for roles after seeing the advertisements.
- Elevated Model Search:– Natural search clicks for branded queries (like “Payhawk” and variations) within the UK grew by 24.11% year-on-year, including 641 extra clicks.
- World Model Consciousness Enhance: Sitewide branded searches noticed a good greater soar, growing by 37.6% year-on-year, bringing in 3,865 extra natural clicks.
The set up marks the newest evolution in experiential B2B advertising, proving that even complicated enterprise options could be communicated by inventive expertise and engagement. As manufacturers search for progressive methods to interrupt by the noise, interactive storytelling and immersive experiences will proceed shaping the way forward for B2B advertising.
Study all about award-winning campaigns with our B2B Advertising and marketing Awards 2024 report, that includes a variety of case research throughout a number of classes. Entries are actually open for 2025. Don’t miss the chance to showcase your sensible work!
