Moore Infinity
PROJECT
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The Chino Audit
- How do you earn a conversation with the decision-makers everyone else is chasing?
CHALLENGE
Moore Infinity wanted to deepen relationships with a small, high-value group of decision-makers in private equity and business leadership. This audience is hard to reach and largely immune to conventional B2B marketing. The problem was never awareness. It was engagement.
The brief was to open genuine conversations and reposition the firm as a strategic business partner, not just another audit and advisory firm.
AUDIENCE
A narrow list of senior decision-makers across Moore Infinity’s priority accounts, led by private equity and business leadership. These people shape the strategic financial, audit and advisory calls in their organisations, and they are saturated with corporate communication.
Relationships here are trust-driven, built through memorable moments rather than mass mailers. Anything we put in front of them had to feel premium, personal and worth their attention.
OUR THINKING
We treated this as a relationship problem, not a reach problem, and built a Key Account Marketing programme around a few principles:
- Personalisation over volume. Every touchpoint was curated for the individual, respecting the seniority and limited patience of the audience.
- Creativity as cut-through. We moved away from corporate financial-services conventions and led with a bold, unexpected hook.
- A journey, not a moment. Deskdrops, email, follow-ups and sales enablement combined into a layered experience, not a single hit.
- Sales and marketing, aligned. Built as a business-development tool as much as a campaign, arming the team with conversation starters to carry the dialogue forward.
- Relationships over leads. The goal was long-term connection, not a short-term spike, because senior B2B decisions are earned over time.
The idea for the campaign: Dotting the i’s and crossing the t’s.
We sent each prospective attorney a 3D direct mailer containing both a pen and a notepad. The notepad wasn’t just any notepad, the notepad contained hundreds of pages of legal jargon; however, none of the i’s were dotted and none of the t’s crossed. The pen was engraved with an inscription:
For dotting i’s and crossing t’s. We also launched a radio commercial quoting various laws with incorrect references that we knew only attorneys would pick up.
Then we created a false front cover on the newspaper, Business Day, where we removed the dot on the ‘i’ from the masthead. And a few pages later, in the same paper, another ad was placed titled: ‘Looking for this?’ – presenting the missing dot. People with a high attention to detail, such as an attorney, would notice this.
Furthermore, there were several activations, which we launched in areas or environments frequented by attorneys, where we deliberately misspelled names of attorneys to generate a reaction and show up as a bank that finds value in attention to detail – like they do.
THE IDEA: THE CHINO AUDIT
Moore Infinity is known for one thing above all: the audit. So we took that serious word and turned it on its head.
The Chino Audit was a witty, premium engagement mechanic that reframed “the audit” as something more human and unexpected. It gave a buttoned-up category a sense of humour, and gave senior prospects a reason to lean in rather than scroll past.
It did what good creative should: earned attention, proved impossible to ignore, and created an easy reason to start a conversation.