Qlik Promises Print Ads

The client’s brief was simple: Make it clear that no other data integration and analytics company can handle more data or provide more insights than Qlik – guaranteed. It was an impressive claim, and we knew Qlik backed it up. But unfortunately, legal wouldn’t allow us to guarantee anything. So Qlik asked us to make a promise instead. The idea of handling absurd amounts of data is clearly compelling. But a promise – especially compared to a guarantee – seemed a little flat. To get around that, we decided to use oversized fonts and hyperbolic language about the absurdly robust quality of Qlik’s offerings. In other words, Qlik could afford to make ridiculous-sounding promises because they do ridiculously amazing things. Our print campaign capitalized on playful use of typography to capture the attention of our audience. We made bold promises with large typography designed to stop readers in their tracks. Contrasted against the vibrant colors of the brand palette, the look was clean, kinetic, and arresting. Meanwhile, we highlighted “data integration and analytics” in the body copy to provide a quick read of what Qlik offers. And we gave space to the full-color logo to more indelibly imprint the brand in the minds of our audience. The results were pretty ridiculously amazing, too. Within the first 5 months, the ads generated over 35,000 new visitors to the campaign landing page. There was an 88% new session rate. And 45% of next page paths stayed within the campaign environment, with over 2 minutes on the page.