Global information company Experian asked us to help consolidate the market-leading position of BusinessIQ, their business analysis product. Building on the theme of ‘Our knowledge. Your power’, we designed a relaunch campaign that emphasised BusinessIQ’s ability to give businesses a real competitive advantage through the sheer quality of its information. We coordinated and controlled every aspect of the project, from idea generation and model making, to art direction and photography.

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Making the right impression

BusinessIQ is Experian’s hero business-to-business product, so it was hugely important that the relaunch made the right impression on the market and reinvigorated sales. Whatever we came up with had to work across press advertising, promo films, a website, printed literature and e-marketing campaigns, with a pared-down aesthetic that quickly got the message across.

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Setting the stage

The key was to emphasise the decisive difference BusinessIQ insights could make. To reflect this we created a sophisticated visual language inspired by bar charts, with multiple white blocks and a single block of bright, zingy Experian Blue to represent the company and BusinessIQ. Rather than resort to CGI we built a bespoke room set and 30 beautifully crafted wooden blocks. We then carefully arranged and photographed these to create the finished images.

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The relaunch campaign significantly raised BusinessIQ’s profile and consolidated its position as market leader in the process.

No.1

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Creativity for corporates

The relaunch campaign had exactly the desired effect, emphasising the fact that Experian puts customers in control, raising BusinessIQ’s profile and consolidating its position as market leader in the process. The result neatly demonstrates our ability to work within a strict framework and bring real creativity to corporate projects.

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We’ve given Cubic some really testing projects over the years, they always come back to us with strong creative ideas and the determination to make them happen. Clearly and simply, they deliver new and unique ways of communicating complex product propositions.

Karen Dales
Head of Marketing, Consumer Information Services, Experian

What we did

Strategy

Research and analysis
Core proposition
Brand personality
Content strategy

Identity

Visual identity
Verbal identity

Experience

Campaigns
Print and literature
Digital styling
Ideas generation
Corporate reporting
Photography
Motion design
Iconography
Animation
Copywriting

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