Objectives
Ruder Finn was engaged to build on Esselte’s existing brand recognition in the office and stationery industry and to make labelling cool again. The strategies were:
- Build awareness, and engage target audience through digital media
- Create seasonal-related buzz around the brand and the products
- Reach our target audience whilst they were at work
The tagline for the campaign was:
“Stop Searching, Start Living”
The team positioned the LabelMANAGER (Esselte’s flagship office labelling product) as the key to being more organised, more efficient and therefore the key to getting out of the office earlier all summer.
A key element of the campaign was to create a microsite to support the “quality time” and “personal concierge” elements of the campaign. The microsite was:
- funky and fresh with an animation-based design
- supported by information on each of the products in depth
- housing a competition that was linked to a widespread regional, national and trade print press version of the competition
- promoted via a large-scale email viral campaign to drive traffic to the site
- designed to capture data from the competition element for further campaign use linked to the main DYMO and Esselte websites
Results
- National competition ran in 5 national press, 3 of which ran the promotion on their website for 2-4 weeks, generating huge interest and site visitors with a total national circulation of over 3,7000,000
- Targeted regional competitions/product reviews and accompanying ran editorial in the following cities: Glasgow, Newcastle, Bristol, London, Liverpool, Manchester, Cardiff with a total regional circulation of 1,518,872
- Short viral movie clip based on James Bond movie
- Viral email sent to 14,000 secretaries
- 47% opened the email
- 15% entered the competition
- 15,000 entrants to the competition online
- 2,000 very targeted opt-in email addresses collected for future marketing efforts
- The campaign created £260k advanced market orders during the campaign period
- The four month campaign achieved a total circulation figure of 11.5 million against an initial target circulation of 8.3 million
