My favourite campaign is Deloitte's 'Green Dot', says Chimp&z Inc CEO

This was Deloitte's first global advertising campaign representing their unique point of view and their voice to the clients, says Angad Singh Manchanda

Which is your favourite campaign and why?

My favourite campaign of all time has to be Deloitte’s “Green Dot” campaign from the year 2008 and here’s why. Business-to-business (B2B) campaigns, especially in the financial services industry, find it hard to communicate in a concise way. They are highly underrated and this campaign communicates to the B2B as well as the business-to-companies (B2C) audience. The Green Dot was extremely simple yet striking. This was Deloitte’s first global advertising campaign representing their unique point of view and their voice to the clients. 

It leaves no room for the ambiguity of words and effectively communicates the presence and persistence of Deloitte in providing solutions in any situation. 

This campaign communicates to the point with minimal visuals aiming to deliver clarity just as their services. The innovation lies in the fact that a logo refresh has been spun into a campaign and in remains relevant even after a decade. 

On what parameters did you base your decision?

The effectiveness of this campaign stems from its use of a simple idea that emphasises innovation. The impact amplifies with the element of recollection factor. Overall, I would say minimalism is the key factor of this campaign's success. An ageless campaign needs to have a stronger message that is relatable at all times. 

Angad Singh Manchanda, CEO & co-founder, Chimp&z Inc.

What do you think was the key idea the campaign was trying to drive home?

The goal of the campaign was to provide clarity with minimal elements to put out the crux of the company's services, a unique Deloitte solution. It focuses on building a strong foundation of their existing brand identity and establishing the brand as a leading name in professional services. The colour green, along with representing growth, stands for safety, indicating that the partnership with Deloitte is a reassurance that you’re in safe hands. 

What are the key takeaways from the campaign?

Advertising is about simplicity, it’s about putting out your service/product to your audiences in the easiest way. This campaign simplified the massive and complex world of consultancy for all in under 60-70 words. This was the time when people were just getting used to 140 characters of Twitter. The seamless creatives resonated with businesses as well as the end consumers.

Sometimes because of the strong narrative in a campaign, there is greater recall for the story than the product or service advertised. Could something like that have happened in this case?

The campaign used no emotional angle yet connected pervasively to different minds. The direct line of communication to businesses as well as consumers is the smartest bit of this campaign. It was relatable and smart which connects intelligently rather than emotionally. There were no signs of emotional marketing yet it remains etched in our memories due to its minimal, smart and direct communication.

Did this campaign win any awards? Do advertising awards serve any purpose?

Yes, many.