Independent agency Apparent has delivered its first campaign for workforce compliance solution Kinatico Compliance, featuring an Australian working dog named KC.

The campaign uses the canine as a metaphor for Kinatico’s new compliance tool — reliable, alert and adept at sniffing out compliance risks, much like a dog with a keen sense of smell.

The 30-second spot showcases KC, a kelpie, performing tricks, such as surfing a desk chair and climbing boxes, while likening them to Kinatico Compliance’s capabilities.

In a comment sent to Mumbrella, Apparent’s chief creative and experience officer, Hamish Stewart, spoke more in-depth about the agency’s decision behind using a dog to colour the campaign.

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“Compliance is all about protecting your business, working quietly by your side to make sure everything is taken care of,” he said.

“At the same time, the marketing science is clear on the power of brand characters for driving salience and emotional connection – a finding too often ignored by B2B tech brands, leaving many indistinguishable.

“KC, our brand mascot for Kinatico, not only works hard to protect businesses, but also is a distinctive, long-term asset for the brand.”

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Targeting operations managers, IT decision-makers, compliance and risk officers, as well as HR directors, the campaign merges strategic media with storytelling to show “how integrated thinking can solve a complex B2B problem while shaping a B2B brand”, while turning a stereotypically dry subject into something memorable.

“By blending creativity with strategic media, we’re showing how Kinatico Compliance can turn compliance from a cumbersome task into a business advantage,” Stewart said in a media release.

In the same release, the agency’s chief media officer, Simon Pugh, commented on the strategy behind the campaign’s media placements.

“We partnered closely with the creative team to ensure media placements went beyond high-indexing B2B environments, using media as a canvas for storytelling,” he said.

“Through a mix of high-stature placements that elevated the brand and contextual partnerships that built credibility and trust, we maximised impact and introduced the benefits of Kinatico Compliance to key decision makers.”

A Kinatico Compliance advertising asset

The campaign is launching across print, digital, audio, video and out-of-home (OOH) channels.

Specifically, the platform’s placements include the Qantas terminal’s Halo ring at Sydney Airport, and content partnerships with technology publisher Foundry, the Australian Financial Review and Forbes. It will also run on digital out of home (DOOH) and Linkedin platforms for full-funnel messaging.

Kinatico’s chief experience officer, Chantal Walker, said in the release that the software-as-a-service (SaaS) company is thrilled with the opportunity to bring its latest solution to life via the campaign.

“Apparent has helped us turn a complex topic into something memorable, positioning Kinatico as a trusted companion for businesses, and we’re excited to be rolling it out more broadly,” she said.

Credits

Client: Kinatico

Chief Experience Officer: Chantal Walker

Digital Marketing Manager: Siobhan MacLeod

Marketing Coordinator: Thomas Bendtsen

Agency: Apparent

Production Company: Photoplay Photography

Photographer/Director: Nick Bowers

Executive Producer: Ross Colebatch

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