Experian's Campaign: Tackling Security Challenges and Highlighting Innovation with 'Discover the Unexpected'
Late last year I was asked to create an ad for Experian as part of a campaign our team had been working on for some time. The campaign theme was "Discover the Unexpected". Most people think of Experian as a credit reporting company but they are much more than that. The company is based out of Dublin with operations in over 37 different countries. They collect and analyze data for over 1 billion people and businesses across the globe. In addition to the credit services they offer, they provide analytic and marketing assistance to their clients. Some of these services employ fingerprint technology, fraud, and identity theft protection.
They have had several data breaches over the past 10 years. One involved credit checks for people applying for a T Mobile account where more than 15 million people had their personal data exposed. The most recent was in 2021 in Brazil involving their Seresa Experian subsidiary. The breach affected over 220 million people having their personal information exposed and sold on the web. This information consisted of names, social security numbers, income tax forms, and addresses.
Because of all of this, Experian decided to make a significant push in hiring data and tech professionals to help with the lack of security that gave way to all of these breaches. Our department was brought in to help with this.
Discover the Unexpected was a concept leveraged from Experian's EVP Playbook. Our team was tasked with taking it further expanding upon the idea and making it come to life. The four commitments from their brand include People First, Together We Win, Innovate, and Force for Good. We decided to use these as the common thread for the campaign which involved everything from a landing page to social media posts and a Spotify video ad my project that I worked on closely with my CD.
Bringing Experian's Campaign to Life: A High-Energy Video Ad for Spotify and Beyond
The team came up with some great content using Experian's existing branding along with some new messaging to help them target and reach the audience they are looking for. Social media saw a significant uptick in engagement across all platforms but more so on LinkedIn and Facebook. My task for my video was to bring all of the static posts and imagery to life with a video ad for Spotify which was later leveraged on several other platforms because it was so well received.
The idea was simple a quick video with high energy, quick cuts, and messaging targeted at young tech and data professionals. We leveraged some branded video clips provided by Experian as well as some stock footage to help give the final piece some more life and a youthful edge to it. It performed well and is one of my favorite videos I've done to date. The final asset is below.