The business challenge 

Access Group had grown fast, really fast. Through years of acquisition-led expansion, they’d built a broad portfolio of software products, some tailored to specialist industries like waste management, others with wide cross-sector appeal like HR, finance and CRM. 

But with growth came fragmentation. Customers didn’t experience Access as one connected business, but as a collection of related tools. 

The business had created something that could change that: Evo, an AI platform designed to sit across the suite, powering smarter, more connected user experiences. 

Evo wasn’t just another product. It was a growth driver, designed to boost loyalty, increase revenue per user and open up new audiences and use cases. And in a red-hot AI market, there was an urgent need to launch fast. 

But the messaging had to work hard. It had to cut through the AI noise, stretch across verticals, and resonate with a wide, non-technical audience,  without falling into the trap of abstract tech-speak. 

The strategic insight  

While most AI campaigns led with transformation and tech jargon, we found Access’s users wanted something different: simplicity, clarity and tools that helped them get more done.  

Their core audience wasn’t made up of CIOs and data scientists. It was nurses managing shift changes. HR managers processing leave requests. Finance leads pulling reports.  

People on the ground, under pressure, trying to do more with less. 

So we flipped the script. Evo wasn’t about changing how people worked, it was about helping them work better, without even trying. Like having a supercharged version of yourself quietly working in the background. 

The creative idea 

We created a positioning statement that was warm, grounded and quietly powerful: 

‘Live in the moment, work in the now.’ 

And the creative concept brought that to life with charm and simplicity: 

‘It’s not magic. It’s Evo.’ 

The campaign creative was visually arresting, using dynamic, cinematic imagery to dramatize the feeling, showing workers ice skating, surfing or performing as a rockstar, now that they have the freedom to do more with Evo.

The tone was bold, confident and inspiring to create a sense of empowerment and emotional resonance, anchored by the headline: ‘The feeling of instantly mastering something new with AI.’ 

The activation 

We showed Evo in relatable, everyday action, cutting through complexity and making users feel understood. This was rolled out across: 

• A launch film spotlighting real-world use cases
• A high-impact sales deck to shift internal mindsets and conversations
• A dynamic infographic simplifying the Evo proposition
• A central landing page to connect the experience  

We also supported internal activation, knowing that a business this size needed alignment from within. 

A ‘campaign in a box’, brand hub, and employee toolkits ensured teams could activate their own sub-campaigns, with Teams backgrounds, e-signatures and social assets to drive internal awareness. 

We also created a product logo to sit alongside the Access Group brand, driving consistency and standout. The lozenge animated like an on-off switch, bringing to life Evo’s simple yet game-changing impact for users.

The impact 

The campaign did more than launch Evo, it gave Access a consistent story and identity across products, markets and teams.  

In its first year, the campaign delivered: 

• £13.86m in pipeline
• £2.8m in closed/won deals
• 4m+ paid media impressions
• Nearly 40k clicks
• The Access People Evo Campaign reached 59% of target cross-sell accounts  

It helped Access to open up new markets and use cases, tap into new users and revenue streams and drive fast growth in a highly competitive landscape. 

Proving that when AI feels human, it doesn’t just get attention. It drives action. 

"The impact of the Access Evo product launch campaign has been huge. We’ve not only increased visibility for Access but also sparked conversations about the future of business software. We’re inspiring our customers and prospects to reimagine what’s possible for their organisations. The positive feedback we’ve received from our own people speaks volumes about how well we’ve communicated our vision. The sales team loves the creativity, and it gives them something new to talk about."

Jon Jorgensen, Chief Sales Officer, Access Group