Building the login function is businesses’ biggest nightmare when developing websites. The complex login box constantly requires updates and patches, confusing both users as well as developers. Auth0 is a tech company that takes outsourcing requests from businesses to build login boxes, but its biggest obstacle resides outside of the login sites: reaching its clients. The tech B2B space has been increasingly cluttered as stakeholders receive, on average, 54 sales-related pitches per day and easily tune out most of these ads.

Brooklyn-based agency DCX Growth Accelerator helped Auth0 stand out among this noise with a campaign called “Make Login Our Problem, Not Yours." For the effort, it concocted Loggy, the Annoying Login Box, a fictional character that incarnates the login function and its potential problems. In the video components of this campaign, the blue square box stands on an office floor, in a press conference and in a bedroom at midnight, dancing and launching “security alert” fireworks as humans do office work, complete negotiations and try to sleep. 

The unforgettable dance moves of Loggy clearly impressed Auth0’s clients. The tech company had its most successful year in 2021, notching an 81% increase in aided brand awareness—and the company netted a successful sale to Okta for $6.5 billion.