Customer experience has become the key differentiator between brands. Customers have increasingly higher expectations of how they engage with their favourite brands, and companies must deliver exceptional experiences or risk losing them to competitors. Being personal and consistent is key: Customers expect you to know who they are across every stage of the brand journey, know their likes and dislikes, and use that data carefully. Experience is the new brand currency.
In the last two years, our advertising spots—most recently starring the unfortunate Secret Agent Mr. Hunter—have shown some of the things that happen when customer experiences go wrong. But in our latest ad spot, a new situation emerges: What happens when a bad scenario is met with a great customer experience?
‘The Heist’ is a 60-second bank-robbery spot with all the details of a summer blockbuster. It has the big shots and familiar chaos of Dog Day Afternoon. Nervous robbers, stammering bank tellers and the ever-present threat of the law. And most importantly, there’s a twist: A well designed customer experience saves the day!
“We thought it was a sneaky way to show people what a digital customer experience actually is,” said Will Elliott, creative director at Goodby Silverstein & Partners (GS&P), the ad agency behind the new ad.
‘The Heist’ premiered at our digital marketing conference, Adobe Summit, yesterday in Las Vegas and today we’re excited to co-release it here in Europe at Advertising Week, of which Adobe is a proud sponsor. We will now be releasing it in broadcast and online through Adobe-owned channels and paid-media placements including mobile marketing. And by the way, the media buy for this will be partly executed through Adobe Advertising Cloud, the industry’s first end-to-end platform for managing advertising across traditional TV and digital formats.
The spot also marks the launch of the newly announced Adobe Experience Cloud, which reaffirms our belief at Adobe that now every company department—not just Marketing—needs to understand who their customers are and how to deliver them the experiences they expect. Every company needs to make experience their business.