super happy client
It’s hard to go up against old school industry giants, but when you have a better product, you need to find a way. As it turned out, our own old school throwback that paper always beats rock sparked a few ideas.
Bring a new player into the game.
SMI is a media analytics company based in Australia, who recently expanded into the US market. They tout insights into the most accurate ad spend across all channels.
SMI was referred to us because they wanted to generate quality leads by establishing themselves as the only company with real ad spend data, vs the typical modeling method used by competitors. One Net was asked to create a new website, refresh the current brand colours, and help to introduce SMI to the American market.
SMI's previous website
Evolving past the dinosaurs.
For their US debut, our client had to compete against the old school analytics giants. SMI was entering the scene with a completely novel product—ad spend data sourced directly from the media holding companies’ invoices—but knew it would be hard to beat out legacy products that hold the current market share.
A new era in ad analytics.
We interviewed the current CEO and got to the bottom of the founder’s story. What lay at the core of SMI’s massive success in Australia was their fundamentally different approach to ascertaining ad spend figures: go straight to the holding companies and get them to hand over their invoice data! How had nobody thought to do this before?
That was what made SMI truly different at its core: the ‘how’. How they obtain their data is what makes them so accurate, and also unique. ‘Nuff’ said, we said, as we went to work thinking of how we could use ‘the how’ as the core thread in the entire concept.
We decided to make the invoice the hero of the concept. If an invoice fits on a piece of paper...what can that piece of paper transform into? A bird? A plane? We used an origami concept to visually communicate the different ‘truths’ that one might find buried in invoice data.
Then, we animated those ‘invoices’ to show how the data moves to work with you. A piece of paper moves and transforms down the page on scroll to support the story points that appear in the copy. It’s a simple but intelligent approach to communicating a somewhat abstract concept. After all, paper beats rock, right?
The Moral of the Story
Unfolding the communication.
Truth bomb: It’s a good thing we believed in the product, and loved the concept and our client as much as we did (and good thing they liked us back!) because the timing of this project resulted in a fair bit of internal conflict, which eventually resulted in the creation of new systems to improve communication. Whoever said the design process is akin to therapy was so very right (#agencylife).
Meanwhile, SMI appreciated how we pushed them a little outside their comfort zone into a bolder place, where they love their new positioning and look. By using a clear, simple depiction of ‘data’ rather than more complex visualizations, or the easy route of boring charts or stock photography, we were able to hit the sweet spot where clear communication and differentiation align. And the result is nothing short of GIFtacular.
I’ve loved working with you, and your whole team, and hope that I’ll be able to do so again soon.- Elissa, PR & Marketing Director at Standard Media Index
Attract the customers you want with
positioning you love.
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