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Everybody Needs to Log In: Behind the Campaign

Whether you’re a world leader, a superhero, or even a cat, there are some things in life that are simply unavoidable.

Among those inevitable realities is the fact that no matter who you are, we’ve all got online accounts that we must first log into before we can use, and logging in can be a tedious process when you have to memorize and manually type in your passwords.

At least not when you use Myki.

This was the premise of our “Everybody Needs to Log In” ad campaign.

Concept


Back in November, we set out to launch an online ad campaign, and decided to produce an animated video for it. We toyed with a lot of different ideas, before eventually settling on our concept.

We wanted this video to highlight one of Myki’s niftiest features: its super efficient, and super fast, autofill functionality, which allows you to instantly log into any of your accounts with the push of a button.

To demonstrate this feature in a fun and engaging way, we decided to show various pop culture characters logging into personal accounts that were somehow relevant to them. This would also give us a chance to be a little humorous and poke fun at each of these characters.

Development


Working with a local creative agency, we selected a handful of characters, both real and fictional: Donald Trump, Hillary Clinton, Deadpool, the Dalai Lama, Grumpy Cat, Queen Elizabeth II, Spider-Man, Kim Jong-un, Sandra Bullock’s character from “Gravity”, Darth Vader, and Kanye West. We also had fun picking each of their accounts and coming up with what they'd do once they logged into them.

All-in-one

From there, the creative agency pitched us a storyboard, which we developed with them, after which they proceeded to animation, editing, and finally selecting sound and music.

We chose the slogan “Everybody needs to log in” to reflect the universal experience of logging into an account: no matter who you are, where you’re from, or what you do, we’ve all got online accounts that we need to use, and to access those accounts, we’ve all got to memorize passwords and input them. No way around it.

So why not make the process as smooth and effortless as possible?

Launch


In early February, we began cryptically teasing the campaign with a gradual reveal of the slogan.

teaser-2-3

The campaign was then launched with short spots featuring each individual character being released one at a time across our social media platforms.


In addition to a pair of longer videos featuring multiple characters, splitting the full ad into 2 parts.

And that's a wrap! This was only the beginning of course, so keep an eye out for more fun and fresh campaigns to come.

Everybody Needs to Log In: Behind the Campaign
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