OPENING UP YOUR RELATIONSHIP WITH DATA
As more and more of the big guys get into data—your Googles, your Salesforces, your Microsofts—they pitch businesses on the idea of these holistic platforms: A one-stop shop for all things data. What they AREN’T talking about, though, is the data lock-in that may one day go hand-in-hand. Once they’ve got your data, if a platform decides to become a more possessive partner, you eventually might not be able to work with other companies’ tools and capabilities.
Qlik is one of the last truly open, agnostic data platforms left, keeping your data in your hands, so you can use it exactly how, where, and when you want—including third-party tools. This started to spark some ideas. Every business has a relationship with data—but often it’s strained or complicated or controlling. There are benefits to a more open relationship with your data—and a better caliber of data partner.
RAISING QLIK’S (DATING) PROFILE
Building on the idea of data relationships, of wanting to find the right long-term partner, we came up with the creative framework of a data-based dating app: Data Dater. Using the familiar structure and rhythms of apps like Tinder–swiping, innuendo-filled profiles, cheesy pick-up lines—we’d highlight the fact that, yes, just like dating, it’s a dense playing field out there in data. (Often full of some real duds.) But, your perfect match is out there, ready to give you the features, benefits, and, most importantly, the open relationship you need.
HITTING THE SCENE WITH A FULL CHARM OFFENSIVE
Working across a variety of channels—including OOH, social, video, and a prominent print and digital partnership with the Fortune 500—we used the various touchpoints of the dating experience to show the many ways Qlik’s open, exploration-focused platform makes them the ideal, life-changing partner for you and your data. Designed to stand out in a sea of similar-looking marketing materials—are we sick of looking at bar charts yet?—faux profiles and chats used flirty imagery and playful double entendre that still spoke directly to data and what makes Qlik different. Different dating profiles were targeted to different audiences—because you wouldn’t try to seduce a CIO the same way as a CDO, right?