We invented and launched the world’s first emoji-only passcode, which is easier to remember and 480 times more secure than traditional passcodes.

We created a prototype, tested it with bank customers and influencers, then briefed developers to create the software. The client then integrated the innovation into its digital banking app.

It works by enabling consumers to log into their banks using four emojis (from a bank of 44), instead of traditional PINs or passwords.

This creative idea stems from our agency's business model. Instead of annoying people with traditional marketing, we create, then launch remarkable products for brands. It’s about baking marketing into the product. Not creating a product, then interrupting people with traditional marketing until they buy it.

We use the same technique Uber does. Instead of ads, it built a brand by using world-first innovation that people want, need and talk about (see Uber's Spotify integration).

-Invention: We invented the world’s first emoji-only security system.

-Ambassador: We secured a memory expert, Tony Buzan (inventor of mind maps) who proved emojis are easier to remember than PINs.

-Social media influencers: We briefed a range of tech influencers under NDA about the project, got their feedback and tweaked the tech. They then shared the story at launch.

- Content: We created video and imagery which detailed the benefits of the tech and gave an explanation of how it works. The video gained over 50,000 organic views in 24 hours.

- Event: We organised a demo for 200 banking professionals at the Digital Banking Club event.

- PR: we drafted and sold in a compelling press release and then secured an exclusive with BBC News.

- Radio day: We hosted a radio day with Tony Buzan and David Webber, IE’s MD, which secured over 100 items of radio coverage.

Outcomes:

- 850+ items of coverage secured. This includes blanket global TV coverage (including primetime US TV - Comedy Network), BBC News, Sky News, CNBC, ABC, etc. Plus Time Magazine, Der Spiegel, Sydney Morning Herald, Wired, Mashable, The Verge, Mail Online, etc.

- 15,000 social media shares, including national journalists and financial service influencers. Zero paid-for spend: this was 100% earned media.

- Eight items of coverage from the BBC (including syndication). BBC News website (quickly becoming the number one story), BBC Radio 2 (Simon Mayo interviewed IE’s MD), BBC News 24 (presenter interviewed IE’s head of strategy), BBC Radio 1 and BBC World Service.

- 187 million campaign reach across 150 countries.

- We made history: The technology is starring in a Random House book about the history of emojis.

Knowledge:

- 100% of coverage branded.

Outputs:

- ***See confidential information***

- 90,000% increase in traffic to IE’s website