2016 Winners & Shortlists

Creative Execution

• Launched an interactive mobile-friendly microsite savestevesjob.com that shared the story and gave users 3 options to either help Steve, watch him sweat or screw Steve. • Released pre-launch campaign posts on Facebook to build hype. • Digital banners popped up across websites overnight strategically relevant to our target audience. • Developed (and adapted on the fly!) a social media calendar, which delivered daily campaign updates, engagement posts and stories, subtly educating users about insydo. • Engaged key influencers to campaign to support Steve over social media.

‘Save Steve‘s Job‘ campaign is still ongoing, but here are our results 2 weeks in: • Over 250,000 searches on insydo. • Digital Display Banners: CTR of 0.13% exceeding industry benchmark of 0.02% - 0.10%. • Conversion from microsite to insydo was 62%. • User engagement on insydo increased by 1000%. • Bounce rate on insydo has dropped from 60.1% to 39.9%. • Over 56,000 interactions on social. • 72% of the target audience engaged. • 150% increase in business applications. • Overwhelming user comments e.g. “Finally… some creative work worth shouting about in a very vanilla marketing environment…”

• We‘re a digital start-up launching our brand ‘insydo‘ in a highly competitive industry; we had one shot to put insydo on the map. • We took a high-risk approach and built the campaign around our Marketing Manager, Steve. • We publically set him a one-month challenge to campaign and get 100,000 people searching on insydo to save his job. • The campaign - ‘Save Steve‘s Job‘- played on the cheeky connection to Apple. • Target audience is mass; both genders, expats, 25 – 40 years old, digitally savvy and spend approx. 1.6 hours on social media per day. As Digital Natives, they‘ve become numb to marketing messages. For this reason, our approach was to: • Create curiosity and sell the truth: Steve represents the real start-up pressure, which helped humanise the marketing and hook people into our brand story. • Steve‘s relatable to the demographic of our target audience.