NEUSTAR

lead gen direct mail campaign

Collection of vintage VHS tapes with colorful and retro-style covers, one features a person with headphones, another has a woman with blonde curly hair, and a third shows a woman in a white dress. There is also a bright yellow starburst sticker promo

A black box with white and orange text asks, 'Are you ready to feel the Funk?' Next to it, a purple box with an illustration of a woman in vintage attire advertises a music playlist called 'Knowledge-Based Authentication Fever,' featuring classic songs like 'Stayin' on the Line' and 'Like to Get to Know Ya.'

You know those pesky personal questions you get over the phone to authenticate your identity? It’s called knowledge-based authentication and it’s been annoying customers since the 1970s. Neustar had a revolutionary authentication technology that did away with KBA entirely.

The strategy was simple: KBA is outdated, frustrating, and a little absurd. So the creative reflected exactly that. I created a 70s-themed direct mail campaign built around a fake compilation album “Knowledge-Based Authentication Fever”, complete with a custom 8-track tape, faux album cover, and tracklist of hits like "Stayin' On The Line" and "Like To Get To Know Ya". The campaign extended into banner display ads styled as vintage album covers and a 90-second video spot spoof that looked like it came straight from late-night cable.

The result was a campaign that cut through the noise of a crowded B2B space and made people actually feel something about a fraud prevention product.

MAKING B2B
FUN AGAIN