The Heist: HANDS UP…for a great customer experience

Customer ExperienceNews

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.



Customer Experience, News
Sabina Strasser

Posted on 03-23-2017

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