Brand | INSYDO |
Product/Service | WEBSITE & APP |
Entrant | OMD Dubai, UNITED ARAB EMIRATES |
Category | Microsites |
Media Agency 2
|
OMD Dubai, UNITED ARAB EMIRATES
|
Entrant Company
|
OMD Dubai, UNITED ARAB EMIRATES
|
Media Agency
|
OMD Dubai, UNITED ARAB EMIRATES
|
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.
Credits
Tanaz Dizadji |
insydo |
CEO/Founder |
Steven Worobec |
insydo |
Marketing Manager |
Siobhain Spear |
insydo |
Editor in Chief |
Walid Aktouf |
insydo |
UX/UI Designer |
Nadim Samara |
Omd Mena |
MD of OMD/UAE/LG |
Waseem Afzal |
Omd Mena |
Executive Director - Integrated Solutions |
Links
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