Zinc - B2B with a human tone

There seems to be an unwritten rule that business to business advertising should feel as if no human beings were involved in the message. Almost like it’s from one big building somewhere, or the computers inside it, talking to other big buildings or their computers. Maybe the thinking is that any sense of humanity doesn’t feel professional enough. Whatever.

So, for Zinc – a fast growing background-checking company – we talked like people, to other people.

The outdoor campaign showed anyone who’s job it is to worry about whether they’re hiring the right people that we understand. So we know how to help them avoid hiring the ones they’ll wish they hadn’t.

56% increase in traffic to the website and 23% increase in brand search.