There’s less of a focus on highlighting new tech for tech’s sake, and a greater concentration of efforts in creating more meaningful, memorable experiences.- Kworq Team
The lightbulb actually went off a couple of years ago, when we used authentic bad reviews and low-star ratings in a different campaign for the same brand. It was not fully fleshed out and didn’t include classical paintings, but engagement was curiously much higher than the other ads. That’s when we really started to think about how this unintuitive, self-deprecation by the brand actually lowered the defenses of our target audience, enticing them to engage. When given the opportunity to revisit the idea with this campaign, we built on it with French paintings and took it to a whole new level. And amazingly, most conversions occurred on the prospecting ads alone!