2016 Winners & Shortlists

Creative Execution

• We created an interactive mobile-friendly microsite savestevesjob.com. • This shared the story and gave users 3 options: 1) ‘Support Steve‘ – by searching on insydo 2) ‘Watch Steve Sweat‘ – leading to daily campaign updates shared on insydo‘s Facebook page. 3) ‘Not a fan of Steve ‘– which actually led people to insydo to plan their weekend instead. • The microsite was in line with our editorial tone and echoed the billboards/marketing channels used throughout the campaign. • We showed a real-time tracker (‘insydometer‘) that clocked the number of searches on insydo to allow users to track the campaign.

‘Save Steve‘s Job‘ campaign is still ongoing, but here are our results 2 weeks in: • Over 250,000 searches on insydo. • Conversion rate from microsite to insydo was 62%. • Bounce rate on insydo has dropped from 60.1% to 39.9%. • Bounce rate on microsite was 8.5%. • User engagement on insydo increased by 1000%. • 72% of the target audience was engaged. • Overwhelming user comments on social 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 was relatable to the demographic of our target audience.