Bringing clarity to complexity with charm.

Issue
No matter how powerful a product is, it means nothing if your audience doesn’t understand how to use it. Our challenge was to communicate a wide range of benefits – six for Business Booker and six for Business Account – in a simple, memorable and engaging way. We needed more businesses to understand our e-business tools and actively sign up and use them.

Insight
When we see information presented innovatively and surprisingly, our brains reward us with dopamine – a hit that keeps us engaged and helps us retain what we’ve learned. A well-crafted explainer video, full of wit and warmth, can turn complexity into clarity. But it takes more than animation: strong writing, a distinctive tone of voice, and a narrator who brings genuine charisma.

Idea
We created two animated explainer videos brought to life by Sir Lenny Henry’s unmistakable voice. With playful storytelling, clear benefit-led messaging and an upbeat pace, the videos turned functionality into something fun, making it easier for busy businesspeople to understand, remember and act.

Impact
Launched in October 2019, the campaign aimed to increase new customer sign-up conversion by 85%, transforming engagement with Premier Inn’s digital business tools through simple, innovative storytelling.