OneLogin created meaningful customer connections during Covid with Pounce

When OneLogin wanted a way to spread positive messages to their customers during the global pandemic, they reached out to Pounce with an idea to create a campaign inspired by Diwali, the ‘Festival of Lights.’ The APAC campaign Pounce delivered was so successful that OneLogin’s Corporate marketing team proceeded to roll it out globally.


OneLogin is a global leader in identity and access management. Recognised as a Leader in the 2021 Gartner Magic Quadrant for Access Management¹  they provide robust product functionality across both workforce and the Customer Identity Access Management (CIAM) to over 5500 customers globally.

While OneLogin’s customer base is worldwide, they have a strong presence in the APAC Hindu, Sikh and Jain communities where Diwali is celebrated. So when they looked for a marketing agency to partner with, they knew they needed a full-service agency with the creative smarts to deliver a high-impact campaign. Pounce was that agency.

¹Gartner, Magic Quadrant for Access Management, 1 November 2021, By Analyst(s): Henrique Teixeira, Abhyuday Data, Michael Kelley. GARTNER and Magic Quadrant are registered trademarks and service mark of Gartner, Inc. and/or its affiliates in the U.S. and internationally and are used herein with permission. All rights reserved.


OneLogin was tasked with creating a marketing campaign that meaningfully engaged with their customers without sounding off-key during the global pandemic.  OneLogin looked to Pounce for some inspiration on how to utilise the Diwali festival to create a campaign that hit the right notes. 

Pounce Approach

Removing the ‘hard sell’ from the campaign equation, Pounce focused on the universal experiences at the centre of the Diwali festival that centred on the themes of joy, celebration, family and light.  The “sell” message was secondary to the broader theme, making it softer and better suited for the social climate.

OneLogin approved the approach which enabled Pounce to develop targeted messaging that spoke to the identified themes, and delivered impact and perspective around the concepts of connection and joy. 

More importantly, the campaign would tether the OneLogin brand and the emotive messaging and powerful imagery, creating a positive association for customers, the public and stakeholders. Taking such a subtle approach can deliver real impact, which is exactly what OneLogin’s campaign achieved.

In fact, the campaign, built for the APAC region, was so well received, that OneLogin’s US-based corporate marketing team rolled it out globally. 


Make Someone’s Face Light Up This Diwali was an immediate success. The concept was built around the idea of people’s joy when they hear from loved ones and as a reminder to reach out and connect. While the campaign was not intended to be a “sell” message, the groundswell of goodwill and positive sentiment around the APAC campaign got the attention of OneLogin’s corporate marketing team in the US and the campaign was subsequently rolled out to their customers globally.

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G.S. Gill

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