The CoCo Explains It All
The Challenge
When it comes to B2B advertising, and creating campaigns for highly regulated industries or complex products, the first answer agencies reach for is simplicity.
But what if the answer to complexity is not simplicity, but a deeper level of engagement; turning the complex into a world our audience can step into and spend time in?
Progenitors
The Move
For Thomson Reuters' Fiduciary-Grade AI product, CoCounsel, this meant creating The CoCo, a new brand character who personifies the product and lives in a surreal, infinite library. This library is the physical manifestation of the 175 years of Thomson Reuters and Westlaw data on which the product is built. Dressed in a luxe, burnt-orange ensemble, she confidently roams across the seemingly endless library, demonstrating her fluency with every volume, book, page, data point, and reference source that CoCounsel can access instantly. No matter how she is tested, she is never wrong.
Smokeshow
