A radical campaign that combined humour and distinctiveness to change the perception of a leading AI training provider in the notoriously sceptical FS sector.
Gold Winner for Best Omnichannel Programme at B2B Marketing Awards ’25
Gold Winner for Best Account Based Marketing Campaign at B2B Marketing Awards ’25
Gold Winner for Best Enterprise Targeted Campaign at B2B Marketing Awards ’25
- 94 % account engagement
- £4 mil+ pipeline revenue
- 2,252% ROI
Shifting beliefs in cautious institutions
Multiverse, known for their training and apprenticeship solutions, wanted to raise their profile as a strategic AI transformation partner to the UK’s most complex FS organisations.
To convince this sceptical and hard-to-reach audience that Multiverse’s AI training was worth the investment, a radical, highly targeted campaign was needed.
Account-Based Branding
Everything in this 1:Few campaign was developed through an Account-Based Branding (ABB) lens. ABB is an approach that aims to embed long term account trust and loyalty. It means with this campaign we sought not just to personalise communications, but to differentiate how Multiverse’s brand showed up to a specific group of accounts. Every message, metaphor, and moment was crafted to reflect the shared pressures, blockers, and ambitions of FS institutions.
Real AI Direction
Our quirky creative purposely adopted playful, ‘misunderstood’ visuals (for example, a fish wearing a robotic fin to signify ‘fin-tech’) to highlight the dangers of poorly directed AI. This meant we could present Multiverse to FS organisations as the antidote to vague, intangible AI talk.
Being ABB, this campaign hit differently. Alongside typical ABM channels — personalised content mapped across funnel stages, coordinated digital, direct mail, and sales plays — we hit our targets in other more surprising places. Vibrant, animated digital OOH ads met them outside FS HQs across London, while humorous audio ads found their way to them via their favourite business podcasts.
In just 6 months, the programme way exceeded expectations. Not only did it raise brand awareness (Multiverse saw a 80% month-on-month increase in direct traffic to their site), it also drove 88% of accounts to progress to the “consideration” or “decision” stage.