GBG Loqate
GBG Loqate is a global leader in location intelligence and address verification technology, trusted by thousands of mid-market and enterprise businesses worldwide. Their tools enable developers to seamlessly integrate world-class data validation into digital products, ensuring customers, deliveries, and experiences connect exactly where they should.
- Brand
- Campaign
- Marketing
- Global
- Technology
The challenge
After working with GBG Loqate on their global customer value proposition, we were, appointed to lead the launch of their Global Integrated Campaign, targeting developers and technical decision-makers.
The aim: to drive awareness, engagement and adoption of GBG Loqate’s developer-first APIs and tools, positioning the brand as the go-to solution for accurate location intelligence and effortless integration.
The challenge
Developers and technical decision-makers are pragmatic, risk-averse and time-poor. They prefer tools that work immediately, integrate seamlessly and deliver proven results. Traditional marketing often turns them off.
GBG Loqate’s challenge was to grow awareness and drive adoption among this hard-to-reach audience. We needed to fill the acquisition pipeline and build confidence in GBG Loqate’s proposition without feeling salesy or disruptive.
The insight
Developers and technical decision-makers are allergic to risk. They avoid unnecessary friction and prefer dependable tools that fit seamlessly into existing workflows. In mid-market businesses, where resources are tight, perceived risk is the biggest barrier to adoption, so our strategy wasn’t to change behaviour, but to show that GBG Loqate already works the way they do.
Rather than push a big behaviour-change message, we leaned into consistency bias: making integration feel familiar, safe and frictionless. This audience cares less about Return on Investment and more about Return on Implementation: value they can see from day one. We built the campaign to let them experience proof through interaction, not persuasion.
What we did
Creative Spark developed a full global campaign concept, identity and asset suite built around the central creative platform: Closer Worlds.
Scope of work included:
- Big Idea Development: Creation of a campaign concept adaptable across multiple regions and audiences, with developer-first messaging at its heart.
- Visual Identity & Toolkit: Development of a flexible campaign identity and creative toolkit, ensuring consistency across all regions.
- Asset Creation: Hero film and animated CGI vignettes, Social and digital assets (paid and organic), Infographics, landing pages, display banners, Sales enablement, Event materials, Internal engagement assets
- Campaign Toolkit: Designed for global roll-out and localisation across 2025/26+, empowering other markets to adapt the campaign while maintaining the look and feel.
Why it works
Closer Worlds bridges the gap between the digital and physical, between what their target audiences create and how those creations connect in the real world.
The visual concept centres on a bespoke CGI 'microchip city', a living, breathing world built entirely from computer hardware. It’s pulsing with electrical energy, alive with people and movement, and represents GBG Loqate’s power to make data, code and real-world activity connect flawlessly.
Human, emotive storytelling
This visual metaphor and clear, benefit-led storytelling resonated with both audiences: developers saw something familiar and inspiring, while technical leaders recognised tangible efficiency and scalability benefits.
Audience, sector and region agnostic, it provided a creative platform with endless application flexibility across a year-long global brand campaign.
Campaign activation
This was a truly global campaign spanning two target audiences, five regions (US, UK, EMEA, APAC and ANZ) and twelve sectors across both B2B and B2C markets. Every message, proof point and creative asset was tailored to reflect regional nuance, sector priorities and audience mindset.
Activation ran across 6Sense, LinkedIn paid and organic, and regional landing pages, with a supporting campaign playbook used globally for enablement and training. Our consistent messaging framework and proof-led creative tied it all together, ensuring every touchpoint spoke the same language of simplicity, trust and seamless integration.
Impact
The campaign launched globally in October 2025, with a primary focus on the US. Early engagement exceeded expectations, with strong traction across developer channels and positive feedback from regional teams and partners.
The Closer Worlds creative has provided a scalable platform for ongoing campaigns through 2026 and beyond, allowing regional teams to localise messaging while maintaining creative consistency.
Most importantly, the campaign redefined how GBG Loqate speaks to technical audiences — through authentic storytelling, product credibility and visual innovation that puts developers at the centre.
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