The Beast.
Crowd turned online fraud into a mischievous gorilla in a suit for Sumsub, a verification company, in a comic B2B campaign aimed at compliance teams in Asia Pacific.
- Brand
- Sumsub
- Agency
- Crowd
- Market
- Asia Pacific
- Region
- Global
- Year
- 2024
The challenge
Sumsub wanted more awareness and business interest among medium and large companies in fintech, gaming, trading and crypto across Asia Pacific, aiming at chief compliance officers, money-laundering reporting officers, risk managers and other decision-makers in Hong Kong, Singapore, Indonesia, Malaysia, the Philippines and Australia (Crowd's MUSE entry).
The idea
The campaign turned digital fraud into The Beast, a gorilla who gets in users' way whenever the platforms they use aren't secure, in a comedic series of short films (MUSE; Ads of the World). Daniel Marjan directed them for electriclime° in Singapore, and they ran with targeted ads on Meta, LinkedIn and Google and in programmatic display and video, with native ads and interactive questionnaires to profile the audience. Sumsub's blog added tie-ins such as the quiz 'Fraud Test: Can You Outsmart The Beast?', and a sequel, The Beast 2.0, followed in June 2025.
Results
- APAC revenue up 250% year on year and sales-qualified leads up 228%, according to Crowd's MUSE entry, which gives no base period
- More than 2 million video views, more than 16 million banner impressions and a 13.2% view-through rate, by the same entry; on LinkedIn, its best platform, a 41.5% view-through rate and a 2.84% click-through rate
- More than 40 million impressions across platforms from April to July 2024, 290% more than first estimated, Sumsub says
Case study source: MUSE Creative Awards Source ↗
Awards
- MUSE Creative Awards 2024Advertising - Online Ad (Campaign)Gold
- MUSE Creative Awards 2024Video - Business to BusinessGold
- MUSE Creative Awards 2024Social Media - Ad CampaignSilver
- MUSE Creative Awards 2024Branded Content - B2BGold
Credits
- Production
- electriclime°
- Director
- Daniel Marjan
- Director of photography
- Kelvin Chew
