Success story
The Backbone of Protection
The Ask
Criterion’s purpose is to enable seamless data exchange across financial systems, yet awareness of its role in the protection market remains low. With the FCA reviewing protection products, there was a timely marketing opportunity to increase visibility.
The objective was to communicate Criterion’s unseen value—the invisible infrastructure that underpins the protection market—shifting perceptions, boosting awareness, and establishing credibility within the sector.
Key goals included:
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Highlighting Criterion’s critical, behind-the-scenes role in protection
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Changing perception from unknown to trusted infrastructure
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Increasing awareness and credibility in the protection space
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Leveraging the FCA review as a strategic moment to engage the audience
The Answer
We crafted a cinematic, narrative-driven animation led by calm, authoritative narration that guides viewers through the problem and the solution Criterion provides. The voiceover creates a strong narrative arc, enabling clear explanation of complex financial systems while fostering emotional engagement.
This approach delivers a premium, cinematic tone suitable for both website and event use. Considerations included the reliance on audio, which may limit messaging on silent autoplay platforms, and a slightly higher production cost due to the voice artist and sound mix.
The result is a clear, engaging, and credible presentation of Criterion’s unseen value, transforming awareness and perception within the protection market.
