Spot the Brand

Client: Frontify

Distinctive brands stand out for their uniquely recognisable features. The Nike Swoosh. The Intel jingle. A brand that is instantly recognisable tends to sell more and command a higher price. So why aren’t more brands investing in building and protecting these assets? Fight or Flight worked with Frontify, the brand management software provider, to demonstrate the power of building - and investing in - distinctive brands.

We worked with illustrator, Gus Morais, to design a fiendishly addictive game, Spot the Brand, hiding 50 brand logos in a beautifully drawn cityscape – and then we challenged our target audience to find them all. The campaign went viral, with our game played over 40,000 times, a massive total engagement number of a niche trade audience. Our email marketing outreach had an open rate of 20.56% with a CTR of 15.86%. The first post on LinkedIn generated a 350% rise in followers. Our unique game was supported by media outreach that saw coverage in key trade titles like The Hustle, Marketing Beat and New Digital Age – and we broke all expectations by becoming Marketing Brew’s best performing paid partnership ever. Crucially, the campaign added to the sales pipeline, inspiring prospects to book a Frontify demo, with sales leads spiking by 96% in the first two weeks of launch. It just shows that the best way to get your audience to notice something is, in fact, to hide it from them!