We worked with Riverside to develop a campaign to lead the roll-out of its refreshed customer portal, My Riverside.
Key to the brief was a need to deliver a concept that cut through wider customer communications
Making life easier
Riverside have redeveloped their customer portal, My Riverside, and commissioned Kaleidoscope to develop a new campaign to spearhead the launch and drive customer engagement with it.
My Riverside is a digital platform that enables Riverside customers the ability to easily manage their home through reporting repairs, checking accounts and making payments online.
Our initial role was to establish a distinctive creative concept that would set My Riverside apart from wider Riverside communications.
The platform had already been launched previously but did not achieve the required engagement, so this concept had to stand out and demonstrate that the platform was something to take notice of.
The concept used customer insight which highlighted the primary perceived benefit of the platform to be speed and ease of use.
We therefore built on this and brought it to life using a blend of copy lines and abstract photography, alongside a bright and vibrant colour palette, to articulate how My Riverside was quick and easy to use, and that customers could use the time they saved to do things they really wanted to do.
This was supported by a consistent logo device which reinforced the convenience of the platform and how it could be accessed anywhere, anytime and on any device.
The campaign was launched in a targeted way across Riverside’s customers using multiple print and digital channels, with different content being delivered to a range of customers segments to reflect the differing levels of service’s available in regions and variations in customer engagement with digital tools.
Why it matters
Managing a home can be complex and time consuming, and for many of us can seem overwhelming at times. The My Riverside platform aims to help make this simpler and easier and enable its customers to get on with the things that are really important to them.
Using customer insight to inform our creative direction was vital to the effectiveness of this concept – it provided absolute clarity on what was really important to Riverside’s customers.