Global consultancy Mercer has unveiled a new campaign for Australia, which sees the company take a different approach to its brand and marketing.
‘A Different Kind’ celebrates the human-ness at the heart of the Mercer brand and features real clients telling their stories of how Mercer is making a difference to the lives of their people and members, including CEOs from Virgin Money Australia, Kellogg’s and Qantas Super.
Campaign creators Kinc Agency accentuated the idea of Mercer’s unique vision with optical illusions of each client.
“We wanted to demonstrate that our perspective and approach is unlike any other consultancy.” Mercer’s head of B2B marketing, Natalie Truong, said.
“Mercer is successful because we make our clients successful. Most of our business is generated through referrals or repeat business from clients who we get to know and understand deeply.
“There’s no ‘cookie cutter’ approach at Mercer, and as a result, we’ve helped many clients deliver outstanding results for their people and their businesses.
“These testimonials are a real triumph for us and further cement our value in creating positive change for organisations as one of the world’s leading consultancies.”
Even the delivery of the campaign is different, running across channels that go outside the inbox, using augmented reality for the internal launch.
Truong added that the imagery is a play on visual perception, giving the viewer alternate ways of seeing the one image, reinforcing how Mercer is different and unique in approach.
“Most B2B businesses find it challenging to communicate effectively with their target audience in the usual channels,” she said.
“This campaign is all about showing Mercer’s value in a different way, with unexpected, memorable imagery.