Petrochemical market information provider ICIS have created an integrated campaign to promote its new customer platform and mobile app.
The campaign aims to achieve something different from classic B2B marketing conventions, as well as engage with customers emotionally.
The strapline ‘Power your decisions with ICIS.com’ was chosen to be an authoritative, benefit-led message for customers.
Corresponding imagery was designed to be vibrant and took inspiration from paper textures and cut-outs to curate a human charm.
Laura Giffard, founder and client director at the Perq Studio (the agency behind the campaign) said: “Our first challenge was how to balance an emotive connection with the gravitas carried by this global brand. Our priority was to put the customer at the heart of the campaign, reflecting the key role ICIS plays in enabling people to do their job with confidence.”
