Objective

A public-affairs and research consultancy has a hard new-business problem: its product is intelligence, which is invisible, and its prospects are senior people who receive a great deal of very similar post.

A digital and design division built from nothing two years earlier needed to prove it could do something the rest of the firm could not, to an audience that had no particular reason to believe it.

Creative response

The concept, the product design, the microsite, the print collateral and the three-channel distribution programme all sat inside the digital and design function.

• A physical product, not a mailer. Custom-branded Google Cardboard VR headsets, posted flat-packed as a build-it-yourself object; the prospect had to assemble it, which is the whole trick
• A reason to keep it. Recipients were sent short tutorials for assembly plus a guide to the best VR apps and features, so the headset had a use after the novelty
• One artwork system across every touchpoint. The design mirrored across a supporting microsite, brochures and business cards
• A three-channel campaign. Social media, live events, product mail-outs and sales calls, run over the campaign window
• 1,500 units. Headsets, brochures and business cards produced and mailed

• A physical product, not a mailer. Custom-branded Google Cardboard VR headsets, posted flat-packed as a build-it-yourself object; the prospect had to assemble it, which is the whole trick
• A reason to keep it. Recipients were sent short tutorials for assembly plus a guide to the best VR apps and features, so the headset had a use after the novelty
• One artwork system across every touchpoint. The design mirrored across a supporting microsite, brochures and business cards
• A three-channel campaign. Social media, live events, product mail-outs and sales calls, run over the campaign window
• 1,500 units. Headsets, brochures and business cards produced and mailed

Results

SABRE, Best PR Agency Marketing, In2 EMEA 2017

+1, Certificate of Excellence, RSA Future Impacts

In May 2017 the campaign won ‘Best PR Agency Marketing’ at the In2 SABRE Awards EMEA.

The work