The Great British Type Off

Transcription

1 CASE STUDY The Great British Type Off How to reach 32 million people with a limited budget

2 The challenge The Great British Type Off (GBTO) was a fully integrated campaign conceived and executed by DirectionGroup to raise the profile of Microsoft hardware products around the UK and communicate the USPs of Microsoft keyboards. Client budget 75,000

3 solution STRATEGY Our aim was to bring to life the amazing keyboards Microsoft has to offer via seeing is believing experiential activities, syndicated outreach broadcast tactics plus integrated social and online mechanics. Inspired by the popularity of The Great British Bake Off and the overwhelming requirement for typing over writing, we set out to discover the nation s typing habits, while presenting various Microsoft keyboards as solutions. RESEARCH Before launching the GBTO to the public, we conducted an extensive survey of over 2,000 UK consumers. Results from the public on attitudes to typing, their habits and the types of products they used were newsworthy in their own right. However, we also turned to John Sutherland, Professor of Modern English at University College London, and workplace expert Liz Davies of Pitman Training to add specialist insight to the research. All of the key findings were then collated in a simple-to-read infographic and video on the importance of typing designed for the media and interested consumers. SYNDICATED BROADCASTS To establish local and national interest, we organised live interviews with our campaign collaborators as well as the lead marketer at Microsoft. Pre-recorded content was also made available to a wide range of broadcast media organisations guaranteeing maximum coverage over the duration of the campaign. VIDEO A short video was created depicting the thoughts of our experts and the UK public, whilst also highlighting the importance of typing to the nation. To set the scene for our Type Off, this featured on the Microsoft homepage as well as our dedicated campaign microsite.

4 solution EXPERIENTIAL MARKETING To grab attention and encourage face-to-face interaction with the Microsoft brand, we took our typing challenge offline by creating a fully branded GBTO experiential roadshow. Our specially designed VW Camper Van was kitted out with Microsoft product demonstration materials as well as tablets linked to our dedicated GBTO quiz. Starting at Europe s largest retail destination, Bluewater, the van visited 20 major shopping locations across the UK over a four-week period. Shoppers were asked to try out five of Microsoft s best keyboards and take the short online quiz to find out what kind of typer they were. The van was located in close proximity to branches of Currys/PC World and John Lewis so traditionallyminded shoppers could immediately purchase Microsoft products in store guaranteeing the involvement of local stores in the campaign too. QUIZ Using the insights from the research, DirectionGroup built a clever app that instantly evaluated individual typing skills. Asked to perform a series of quick-fire typing challenges, consumers were rated according to certain criteria, including number errors, words per minute and average word length. The results matched them to a pre-defined typing persona ; from the Perfect Type to the Crazy Type, Speedy Type, Carefree Type or Casual Type. Each participant received a personalised certificate and branded merchandise. Importantly, they were also recommended a particular Microsoft keyboard to suit their typing style and given the option to click to buy. Campaign reached 32 million UK consumers

5 solution ONLINE AND SOCIAL Our dedicated GBTO microsite was the central hub for the campaign. Visitors were encouraged to take the quiz to find out what type of typer they were, play the video and locate the tour van. This site also detailed product information and a click-tobuy option back to PC World and Currys. Throughout the four-week roadshow, the microsite detailed live tweets from consumers and the team, as well as a photo blog of shoppers getting involved. The GBTO van also featured a campaign QR code, so when it was on the road other consumers could easily access the microsite and find out more. All printed material handed out on location included the campaign URL plus the chance to win a UK holiday. The entire campaign was also supported by dedicated Twitter and Facebook accounts. DirectionGroup supervised the social media conversations, helping extend the potential direct reach of the campaign to close to one million digital consumers. A further 18 regional bloggers were asked to cover many of the roadshow events to generate online interest alongside our broadcast campaign.

6 result 18% uplift in keyboard sales The impact was overwhelming among shoppers. Even better, by using a syndicated media campaign, our Great British Type Off gained broadcast coverage across 150 local, regional and national radio programmes with a combined weekly reach of over 32 million UK consumers. Participation in the quiz exceeded expectations too. From original targets of 1,000 quiz or demo participants on the tour and a further 300 quiz participants online, the final figures added up to 2,789 engaged customers. The campaign attracted over 5,000 unique visitors to the campaign microsite. The syndicated broadcast generated coverage with an advertising equivalent value (AEV) of more than 100,000. Meanwhile, the social element of the campaign has had a potential reach of one million digital consumers. Microsoft saw an 18% uplift in keyboard sales during the promotion period.

7 Contact us and discover how we can help give your marketing new direction DirectionGroup Limited, Registered in England No: Registered Office: Reading Road, Winnersh, Berkshire, RG41 5HU, United Kingdom T +44 (0) F +44 (0) E info@directiongroup.com W directiongroup.com DirectionGroup 2015