Problem: “They've got this great new credit checking tool, but it's visually really dull. How can you give this some genuine emotion?”

Solution: Don't just demo a product. Let’s catch people at the exact moment it makes the big difference to their lives.

Results: 4.2m views, of which 40% watched the whole way through. 64% increase in customers that year. 5th most viewed video on YouTube UK on the same day Robbie Williams posted footage of his wife in labour.  Oh, and two DMAs.