To get to the creative for Foleon’s latest competitive campaign, we started by listening (literally).

We scanned conversations with prospects who were considering switching from our competitor’s solution, and heard the same things again and again: “eye-popping” renewals, prices doubling, unexpected add-ons, and the feeling of being “reeled in” by an attractive first contract, only to be hit with a “crazy renewal” down the line. We decided to tap into those feelings of being blindsided with some cheeky wordplay using the competitor’s name and put it all on an anxiety-inducing receipt for good measure.

The ads recently earned us a lovely little shoutout on #SexyAds, too!

What I worked on:

• Research

• Concept development

• Creative copywriting

Credits:

Design/Art Direction: Chiara Verdoliva