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E / 087 Domenico Vale
Expensify – Merging Product Demo With Campaign
The World’s First Expensable Music Video
During the 2019 Super Bowl, expense management app Expensify launched their You Weren't Born To Do Expenses campaign.
So how do you make an ad campaign about doing expenses fun? How about getting 2 Chainz and Adam Scott to star in the world’s first expensable music video?
Supporting this unique music video for Expensify, we were asked to build something that merged the campaign directly with the product. The solution we found was to design $500,000 worth of bespoke receipts to feature in the music video, scannable with the Expensify app.
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0010 thousand visitors/minute during the superbowl
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0190k items expensed in 10 days
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0270% increase in App Downloads
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03Over 12 Million views on YouTube
Making an infrastructure robust enough to handle huge influxes of traffic from the TV spot required some original thinking. The solution we came up with relied on the strength of our key assets, essentially creating an impeccable gallery around the music video and promo competition.
Working to a tight schedule was a key part of the Expensify This brief. We only had a matter of weeks to build the website ahead of the Super Bowl launch. Two team members even setup a ‘war room’ in Los Angeles ahead of the deadline, to do that all-important hands-on stuff right up to the last minute.
The final site managed to handle over half a million unique visitors, achieve a 70% increase in App downloads for Expensify, saw the largest ever jump in the App Store to get Expensify to the #1 spot, and garnered $62 million in earned media globally.
It was extremely exciting to be part of such a big and exhilarating campaign, to experience the ups and downs and to work with talented and motivated people. We were completely trusted by the entire team.
Thomas Lichtblau Managing Partner & Head of Design
