2016 Winners & Shortlists

Creative Execution

• Our interactive microsite savestevesjob.com gave users an option to engage via social through the button ‘Watch Steve Sweat‘ – leading to insydo‘s Facebook page. Our rigorous social calendar included: • Steve plastered across billboards around the city • Radio DJs making noise over social • Competitions to win experiences by searching on insydo • Steve engaging the public through old-school campaigning • Rallying support from businesses featured on Insydo • Key influencers campaigning over Instagram & Twitter • LinkedIn article on the campaign to intrigue the expat professionals. • Every post linked back to insydo and educated people about our product.

‘Save Steve‘s Job‘ campaign is still ongoing, but here are our results 2 weeks in: • Over 250,000 searches on insydo. • User engagement on insydo increased by 1000%. • Reached over 3.3 million on Facebook. • Over 56,000 interactions on social. • 72% of the target audience engaged via social. • Conversion of 37% from Facebook to insydo. • 9-minute response time to every post (officially stated by Facebook). • 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. • 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, aged 25 – 40 and spend approx. 1.6 hours on social daily. As Digital Natives, they‘ve become numb to marketing messages. Our approach: • Create curiosity and sell the truth: Steve represents the real start-up pressure, humanising the marketing and hooking people into our brand story. • Steve‘s relatable to the demographic of our target audience. • We unfolded the story and engaged our audience through daily campaign updates on social.