Therapy

Client: Pegasystems

It’s not often that banking and technology come together to produce a humorous, memorable and engaging outcome. 1,000 ROI inside 6 months only tells part of the success story here. Grab your popcorn, sit back and watch the video – we think you’ll be amused.

Pega knew they had a much-needed solution to improve how banks communicated with their customers. The difficulty was in getting this to land in a space hugely congested with competitor messaging and industry noise. Enter the therapist. To get cut-through, we created a video that took industry-specific challenges and humanised them through the use of a ‘Therapy Session’ allegory. Humour was used to create emotional engagement, enabling Pega to bring painful home truths to light in a playful, memorable way. The role of the relationship therapist provided a thematic hook by which the idea of Pega, as a solution to the problems, could be introduced with credibility. The campaign video was shot in one sitting (quite literally, on the therapist’s couch), using a variety of different actors to play out the parts associated with dysfunctional relationships in a customer-to-bank scenario and a tech-vendor-to-bank scenario. The video assets were delivered through online advertising, direct mail and email campaigns globally, using AI to scale the campaign in a personalised way, without losing its inherent human creativity. The results were exceptional: 30% engagement uplift with very hard-to-reach C-Suite leaders in just 3 months, a further 200% uplift in wider buying group engagement, and over $45m in pipeline generated.