Amdocs is a global leader in customer experience systems - those vital (yet often unseen) technologies that help brands adopt and innovate around 5G, Cloud and AI. They create the technology businesses need to make innovative experiences possible.

The brief was to launch 'Make it Amazing' by making something amazing, to create something that was non-traditional and disruptive in the competitive space, that felt culturally cool and relevant. Amdocs is firmly a B2B offering, but the intent was to create mass talkability and awareness. This buzz was not simply about sales, but talent attraction, employee engagement and a sense of national pride.

Amdocs wanted a North Star idea that would invigorate culture and underpin the business strategy. Consumers have grown accustomed to seamless experiences, and their expectations are always rising. For businesses to have the edge, they now have to provide experiences that go one step beyond.

We created ‘Make it Amazing’ a new brand platform that will take them into the future.

The idea that communicated the potential of technology to delight, inspire and ignite. We turned it into a campaign about creating amazing experiences, delivered through amazing experiences.

As part of the integrated platform launch We partnered with Noga Erez, an iconic Israeli-born indie artist who has found her way onto the global stage, to create a track and music video that captures the energy and attitude of the 'Make It Amazing' platform.

Noga Erez is unafraid of taking on big issues like sexual assault, media manipulation, social media storms and political tension, her music is not only amazingly produced, but incredibly smart and authentic. In Israeli culture, you’d be hard pressed to find an artist who more aptly embodies what it is to make something amazing.

Interviewing over a 100 key senior stakeholders and customers, we learned that Amdocs had a ‘whatever it takes’ attitude and a passion for the realisation of technology’s ever-expanding potential.

We identified an opportunity for Amdocs to show businesses that it could help them shape more extraordinary experiences with the power to amaze.

The communications strategy was to assert the new brand positioning to Amdocs and change perceptions of customers and prospects, namely CXOs, KDMs, and influencers in telecoms, connected industries, and the broader IT industry, focusing primarily on the Israeli domestic market.

We launched the ‘Make it Amazing’ campaign by creating something that was non-traditional and disruptive in the competitive space, that felt culturally cool and relevant. The music video was launched on Israeli national television in the ‘Golden ad break’ - a first ever for a B2B company.

The campaign was rolled out in 2 key phases with 3 key objectives: Awareness >> Video Views >> Traffic to landing page

Phase 1 was to create ‘shock & awe’ by launching the ‘Make it Amazing’ creative platform globally with the Noga Erez music video to generate broad awareness and shift perceptions about Amdocs among customers, employees, and competitors. This initial phase was run through National TV, Connected TV (In USA) Facebook, LinkedIn, TikTok, Instagram and owned channels, website + Instagram (Amdocs + Noga Erez).

Phase 2 used supporting creative with more specific messaging and focused on generating ongoing awareness & engagement with customers, through digital channels only.

Timeline: The entire campaign ran for 2.5 months (13 Oct - 31 Dec 2022). The film ran on national Israeli TV from 13 October 2021 – 23 October 2021. Promotional usage rights of the film are valid until October 2022.

The music video exceeded targets on all fronts by reaching over 17.8million views (of which 12.2million came from YouTube), 57.2million impressions and 1.7million clicks across all channels*.

‘Make it amazing’ energized internal culture stimulated a great recruitment drive with:

36% increase in visits to career page

250% increase in CVs sent

110% increase in conversion rate of CVs accepted and beginning of hiring .

*for the period between 13 October and 31 December 2021

Upliftment in product & service sales have not yet been quantified.