It's Time For AI-X
The Brief
Turn a report launch into something people remember
KPMG's annual Customer Experience Excellence report is one of their most valuable strategic assets. But in a market saturated with thought leadership, publishing a report isn't enough. KPMG needed to turn passive readership into active engagement — and convert awareness into revenue. Fifty of their highest-value clients needed to feel something.
The Solution
Stop distributing.
Start personalising.
A targeted, AI-powered digital campaign that turned a single report into fifty bespoke experiences. Each high-value client received a personalised AI-generated video, a branded microsite with tailored insights, and an invitation to The AI-X Hour — an exclusive strategy session with KPMG's own experts. The report became a conversation starter, not a download.
It's Time For AI-X — Personalised Outreach Film
Background
Last year delivered 12x ROI. This year had to beat it.
The previous year's CEE launch at Battersea Power Station had set a new benchmark: an immersive theatrical event that delivered 12x ROI and won Gold at the Engage Awards. That success raised the bar considerably.
For 2024, KPMG wanted to shift the conversation from awareness to application. The audience this time was smaller and more senior — fifty key clients who needed to see AI's practical value, not just its potential.
The brief was clear: build on last year's momentum with a digital-first approach that deepened engagement, demonstrated AI in action, and drove measurable commercial outcomes. The risk was real: could a digital-first campaign deliver the same commercial impact as a live theatrical experience that had generated several million in direct sales?
Our Approach
Make every client feel like the only client.
We anchored the campaign around a single provocation: It's Time For AI-X. A rallying cry designed to create urgency — act now or risk falling behind.
The creative framework used time as its organising principle. A countdown to publication day built anticipation. Personalised AI-generated videos addressed each client by name, surfacing their specific CEE data and highlighting areas for growth.
Each video led to a branded microsite and then to The AI-X Hour — an intensive sixty-minute workshop where clients built tailored AI implementation plans with KPMG experts.
We weren't distributing a report. We were orchestrating a journey from data to decision.
Key Project Assets
Personalised AI-Generated Videos
Fifty bespoke films, each built from the client's own CEE data using AI production tools — turning abstract scores into a visual, personal narrative that demanded attention.
Branded Client Microsites
Custom web pages reflecting each client's brand, hosting their personalised video alongside downloadable insights and a direct pathway into the AI-X Hour.
The AI-X Hour
A sixty-minute strategy session with senior KPMG experts, designed to move clients from understanding AI's potential to building a concrete implementation plan.
Targeted Email & Social Campaign
Strategic email sequences and a suite of twelve social assets that broadened the campaign's reach while maintaining its precision and urgency.
Impact
The campaign turned a report into a revenue engine. Every targeted client engaged, and the ripple effect extended far beyond the original fifty.
Award-winning work that proved AI's commercial power
Winner of multiple industry awards for Best Use of Artificial Intelligence in Corporate Communications and Personalisation
Project Insights
From report launch to revenue engine
The lesson here is deceptively simple: personalisation at scale isn't a technology problem. It's a storytelling one. The AI tools were essential, but the real breakthrough was treating each client's data as the raw material for a story only they could hear.
This wasn't a sequel to Battersea. It was an evolution — proof that the same strategic ambition can live in a digital-first format without losing a single degree of impact. Sometimes the most powerful room you can fill is a screen.
The previous year gave us a standing ovation. This year gave us signed contracts. That's what happens when you stop broadcasting and start having conversations.
Paul Mallaghan, Director of Creative Strategy & Content — We Are Tilt
