California Psychics Offers 'The Joy of Certainty' in Campaign from krow London

krow London unveils a new positioning and creative direction for its client, California Psychics. As part of the launch, krow has produced a campaign titled 'The Joy of Certainty', which aims to demonstrate how the business understands its customers and can help them navigate life's uncertainties.

krow utilised the expertise of IB, a team of behavioural science experts (part of The MISSION) to develop a new positioning and creative direction for the brand. The behavioural science led approach was chosen to understand the mindset and motivations of customers who use psychics, to reposition California Psychics to appeal to a wider audience.

The centrepiece of the campaign is a captivating 30-second brand ad that went live during the NBA playoffs on Thursday, April 27. The ad features ‘Kathy’, a successful woman in her mid-30s, who is plagued by doubts and uncertainties. These doubts manifest as a giant cloud that hovers over her head, hindering her decision-making and progress in life.

Through the ad, viewers witness Kathy's struggles in her career, love life, and overall path, oblivious to the cloud's impact on her. However, everything changes when Kathy reaches out to California Psychics for guidance. With their insightful assistance, the cloud of doubt is lifted, enabling Kathy to embrace life with confidence and experience the "Joy of Certainty."

Supporting the TV ad, krow will also leverage social and digital display platforms to highlight Kathy's journey and the transformative power of the guidance.

Cassie Jenkins, vice president of marketing at California Psychics commented: “This campaign represents an exciting milestone for California Psychics as we embrace a positive and unique creative direction. With our dedicated team of psychics and the insightful guidance we offer, we are confident that we can remove the cloud of uncertainty from our customers' lives. krow’s clever positioning with 'The Joy of Certainty' captures the essence of our brand and showcases our commitment to helping individuals appreciate more of life without worrying about the future. We look forward to empowering and enlightening even more customers with this transformative campaign."

Blake Armstrong, managing director of krow London, commented: “By tapping into the expertise of our creative team and collaborating closely with California Psychics, we have developed a unique positioning and creative direction that truly resonates with the audience. We believe that this campaign will not only elevate the brand's appeal but also showcase the transformative power of their services. We are proud to have been a part of this journey and look forward to delivering exceptional results for California Psychics."