2016 Winners & Shortlists

Brief Explanation

• We‘re a digital start-up launching ‘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. • Publically set Steve 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. Approach: • 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 our target demographic.

Results and Effectiveness

‘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…”

Creative Execution

• Placed billboards in key expat communities. • Applied digital banners to websites with same target market. • Engaged with influencers to extend the story over their social channels. • Launched an interactive microsite, which linked the story to the billboards and presented 3 options for users to engage with insydo. • DJs promoted the campaign over social media and radio to build a connection between the billboards and the story. • The creative execution introduced people to our editorial tone of our product. • Implemented a rigorous social calendar - every post linked back to insydo educating people about our product.

Insights, Strategy and the Idea

Our target audience is mass: both genders, expats and aged between 25 –40. They spend approx. 1.6 hours on social media per day, search on Google at least 14 times a week - 80% of them via mobile. Resulting in a media plan of: • Billboards in prominent expat communities to create mass intrigue given the daring artwork. • Heavy social engagement given our digitally savvy audience. • Partnered with radio stations to advocate the story. • Digital banners were placed on relevant lifestyle websites to capture audiences with similar interests and demographics.