— ROLE
Copywriter
— TYPE
Brand refresh
— TEAM
AD: Lauren DiRusso
CD: Steven Anacker
Qlik is a heavy hitter in the AI space, but they were suffering from a fragmented identity and a pronunciation problem that’s frankly a little nauseating.
(It’s proniunced Click, people. Cue-lick is something you do to a pool stick.)
While the rest of the tech world is playing follow-the-leader with the same tired data tools, we realized Qlik’s edge is helping you do more with what you already have. So, we ditched the corporate speak, simplified the message, and walked in the opposite direction of the herd. Because nothing says we aren’t like those other guys quite like a green flamingo in a sea of pink.
First, we manifesto.
Then we script.
The biggest part of making a tagline like Do Data Differently stick is talking differently. It's not hard to imagine that all these companies sound the same. So, late one night, like so many of these projects go, I couldn't find a tone that sounded, well, ownable. Believable. Human, even. One screw-it later and I'm writing words like giddyup, no biggie, and way-too-complex adjectives that probably had no place in a headline.
The thing is…it worked. Confidence and empathy meets up with B2B messaging at the bar around the corner.
Social proof
OH HEY, METRICS
Brand campaigns outperformed expectations, driving:
• 36% account progression (vs. 15–20% forecast); and
• Positive brand lift (+3% brand, +5% recall via YouTube study)