AppPaye
This was a launch campaign for a financial product, that even the client could not explain. They also had about 10 different propositions all trying to get through the same catflap. Yet making the complex seem simple and the outright boring more entertaining is my happy skill and task as a writer. So after listening to the client carefully, I set out a refined description of their product that was more clear, along with a strong strategy which naturally honed itself to one single-minded USP. This gave the client a lot more clarity to their own thinking and allowed me then to write a well defined creative brief (which was quickly signed off). From there, it was my task to come up with well aligned campaign ideas (with executions of each route to give an indication how each campaign would work). This is often how I work with clients directly and is a very good way to ensure every expectation is well met (with no potential marketing opportunity missed). And with this method, only comes the problem of the client being spoiled for choice as to which campaign to select. Here is the chosen campaign, which placed the product well and truly on the map.