Neon Compliant

Website copywriting

I have a wonderful client/accomplice/pal called Tom, at dollop creative <— ‘nother case study here.

A joy to work with. Whenever he calls I jump.

This time he wanted me in on a brand voice tweaking, website copywriting job for a Canadian consumer data company. Data? Yawn? No, no, no, anything but.

You see, it’s never the product or the service that make for an interesting ride, it’s the client. And this one was well up for having a ton o’ fun with her copy.

Bits ‘n’ bobs for data lovers, data haters and those that swing both ways – Click, learn, giggle… pass it on.

The client had already done some tone of voice development work with another Copywriter. It was brave and daft and about as un-data-y as you could get. Great start.

My job was to take that groundwork, wipe its nose, tuck its shirt in and make it behave itself in the real world.

The big brands had all the customer data. The big brands had all the market insights. And it sucked.
It was suckier than a hungry baby octopus.

So me and Tom (sorry, Tom and I) had a fascinating 2-hour meeting with the client – she in Canada, us in a garden office in Hove – and she gave us licence to throw the tickling stick at everything.

No problem for yours truly, but I was keen to hold on real tight to the walking frame of common sense, so the roller skates of nuttiness didn’t lose a wheel and get us in all sorts of trouble.

You may be kinda tiny on the outside, but on the inside – wowzers trousers – you’re a megaton marketing bomb waiting to go off.

You’re fighting the good fight. Equal rights, love and peace, a good night’s sleep, and extra syrup on your pancakes.

We had a check-in at the half-way point and the client was tickled pink (well, more an on-brand deep magenta), so I soldiered on. The whole website, three case studies and one of the bravest straplines a client’s ever said yes to.

IYKYK. I mean, not even the long version so your Aunty Dot gets it.

Like I said. The end result is only as good as the client is up for it. Just because everyone else is boring and obvious doesn’t mean you should be. And honestly, you really shouldn’t be.

We’ve worked in data since The Weeknd was a Thrsday and Drake was a duckling.

Come on, they’re Canadian, how could I resist.

Here’s what Tom said when we got to the end of the project:

“You’re a designer, writer, legend – the lot.”

1. I’m not a designer, but I did chip in with some moodboard work and some sneaky creative direction.
2. Okay, I’ll take that.
3. I’d like to take that, but there’s still work to be done on the ‘legendary’ front.

And the Neon Compliant client? She said:

“This all looks amazing – honestly, you’ve nailed it once again.”

Every zero and one, bleep and whistle goes through us first. So here’s the hardcore data bit, minus the jibber jabber. Keep scrolling.

Click the link below. Give us a few deets. And we’ll tell you the customer personality types of any ten postal codes you send us – with lifestyle stats and other tasty nuggets to get your teeth into… not once, but every frickin’ month.

Long live those clients who dare. We love you more than cheesy chips.

Want to see another client project that pushed a bit harder than most? ‘course ya do, you silly sausage: here’s a case study for UNL Studios.