We realised that the biggest thing stopping small businesses from switching to digital marketing was that they found the entire concept way too confusing. The category was guilty of being overly techy and needlessly complex. So we decided that Sensis would be the opposite – it was time to simplify.

We designed a brand system that our audience could relate to, making it down to earth, nimble and resourceful – just like a small business. This system lets us use characters and props to tell simple, engaging stories. Stories that can explain complicated digital marketing concepts like scale, reach and technology, in ways that make a lot more sense to the little guys.

Armed with well-known metaphors and a smart, ambitious mascot, Sensis now has a brand capable of showing small businesses that succeeding online can be child’s play. And it’s working. Over 10,000 Australian companies have signed up to the Sensis network already, with more and more joining every day.