B2B creative testing for a global energy supplier
Powering a clearer, more compelling global campaign
Our client, a leading global energy solutions company, wanted to supercharge its global B2B presence with a new campaign that clearly communicates what it offers, resonates across markets, and elevates the brand as a thought leader.
The client’s partner creative agency had developed several creative concepts, but they needed to know which one was resonated best with customers and help shift perceptions in line with the campaign objectives.
The challenge: Cutting through a crowded, cost-driven market
Our client faced a difficult challenge: How do you create a campaign that feels exciting and modern, while still being credible and meaningful to large, complex businesses?
Three creative directions were under consideration: each offering something different, each needing stress‑testing with real customers. The biggest hurdles:
- Standing out in a crowded, price‑sensitive category
- Balancing innovation with trust and reassurance
- Using language that works across markets (or knowing how to tweak it)
- Speaking directly to real frustrations around billing, reliability, data access, and support
They needed clarity on which route worked, why, and how to sharpen it for global rollout.
Services used:
The solution: Unlocking clarity through customer-led insight
Basis came onboard to interpret how each creative route landed with key decision‑makers and what would genuinely shift perceptions.
Our approach homed in on the value the ideas created for customers, not just how they looked or sounded. We explored:
- Which messages sparked interest and which fell flat
- Where customer pain points aligned with what our client wanted to say
- How visuals, tone, and terminology influenced credibility
- What made a route feel genuinely “new news” versus “seen before”
Rather than critique execution, we helped the client understand the emotional and functional role each direction played and which approach best unlocked excitement, partnership and trust for business audiences.
This allowed our client to see not only what worked, but why, and how to sharpen the chosen direction for global relevance.
The impact: A stronger, sharper platform for global growth
The work gave our client:
- A clear creative direction grounded in what real business users find motivating
- Sharp, actionable guidance for strengthening the campaign from modernising imagery to tightening messaging and elevating “reasons to believe”
- A roadmap for global relevance, ensuring language and visuals work across diverse markets
- A campaign strategy that mirrors real customer needs
