Game-changing Market Intelligence AI
Sector
AI / Market Intelligence
Disciplines
Brand / Strategy / Marketing
Mintel, a world leader in business intelligence, sought to revolutionise the way companies engage with their 50 years of rigorous market research. They created a game-changing market intelligence AI that delivers instant answers to strategic questions.
It needed a name and more distinct positioning than their other products. They needed to addresses skepticism around a new technology (AI) and have a pleasing shorthand that anchored the benefits the product would deliver to get people to book demos and add it to their existing service.
The best ideas need the strongest arguments. Shift Mintel's perception from an answer-provider to a question-enabler. Establish Mintel's AI tool as an essential element in everyday work for strategic decision-making.
Connect with innovators, strategists, and decision-makers overwhelmed by traditional market research methods reimagining their workflow. Our strategy acknowledges the concerns about speed potentially affecting quality.
“The branding of this and calling it Leap, whilst initially met with caution, has now been embraced as genius. It speaks head-on to the exponential leap and transformation our clients have made in the time it takes to discover insight. The gradient has also been incorporated into the next iteration of the product design. The simplicity of the execution means that it works effectively in Mandarin, Japanese, French, German, and English.”
Leap's design (written, rendered and spoken) focuses on delivering rapid insights without sacrificing the depth or rigour of analysis. By enabling users to start with quick queries and then delve deeper as needed, Leap provides flexibility in the research process, catering to both immediate and emerging needs. The project involved the creation and execution of a branding and advertising campaign for Mintel. This included developing a brand ‘Leap’ and key messaging for scripts, voice-overs, and treatments for two video adverts, 30 and 15 seconds long, featuring four actors.
