DocuSign
Next time, DocuSign (Global)

US digital contract giant DocuSign needed to grow demand and create accounts in emerging APAC markets.

Off the success of our ‘Next Time, DocuSign’ platform and the ‘That Time I Screwed Up’ content series, which amassed over three million views on YouTube and saw over 27,000 accounts created, DocuSign commissioned a second series that expanded beyond just Australia and New Zealand. The campaign would be rolled out across the APAC region, including Japan, Singapore, Hong Kong and the Philippines.

We created a behavioural change campaign that aimed to show business leaders that doing nothing was actually the riskiest choice by telling stories of the friction of pen and paper. Internationally, we recruited influencers and cultural icons including Yuji Ayabe for Japan, fashion designer Rachel Lim and comedian and director Jack Neo for Singapore. Back home, we engaged with much-loved couple singer Anthony Callea and actor Tim Campbell to share their contract mishap for our second Australian and New Zealand campaign.

To ensure the campaign resonated as well as it did here, the international renditions featured culturally sensitive evolutions. In the Japanese iteration, where saving face is the cultural norm, we softened the series' name slightly to directly translate to "The Story I Do Not Want To Repeat Again.” We also needed to factor in the use of the Hanko Mark stamp that is used for signatures in Japan. DocuSign now provides a digital Hanko Mark instead of signing with a finger. Our influencer stamped the screen, leaving their Hanko mark in homage to the Hanko tradition.