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Every marketer knows distinctive brands are more memorable, more valuable and more likely to sell. But in a world obsessed with short-term performance, how could brand management platform Frontify make the case for investing in brand?
The opportunity was recognition. The world’s strongest brands can be identified from a single colour, shape or symbol. Frontify needed to prove the commercial power of those assets by putting marketers’ knowledge to the test.
Introducing Spot the Brand, a fiendishly addictive game created with seek-and-find illustrator Gus Morais. Fight or Flight concealed 50 of the world’s most iconic brands inside one intricately drawn cityscape, then challenged marketers to find them all against the clock.
It turned an abstract argument for brand investment into something audiences could see, play and immediately understand.
The game was played more than 40,000 times. Email outreach achieved a 20.56% open rate and 15.86% click-through rate, while the first LinkedIn post drove a 350% rise in followers. The campaign also appeared across key marketing titles and became Marketing Brew’s best-performing paid partnership ever.
But attention was only one metric. Spot the Brand inspired prospects to book Frontify demos, driving a 96% spike in sales leads within the first two weeks of launch.
Spot the Brand won industry recognition from The Drum and PR Daily and was shortlisted for PRWeek awards in both the US and UK.
More importantly, it proved Frontify’s argument in the most compelling way possible: the best way to get an audience to notice something is, sometimes, to hide it from them.
