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Entry Details

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Entry Details

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  1. Core submission document templateCampaign CategoriesPR Awards is organised by Marketing magazine, a division of Lighthouse Independent Media Ltd. 2/F Connaught Harbourfront House, 35-36 Connaught Road West, Sheung Wan, Hong KongTel: + 852-2861-1882 Fax: + 852-2861-1336 www.marketing-interactive.com

  2. Entry Details • Please provide the following information: • Entry Category Best PR Campaign Media Relations • 2. Name of Campaign Drop The Stress • 3. Name of OrganisationOtterBox 4. Name of Brand OtterBox • 5. Name of PR Agency Ogilvy Public Relations NOTE: Any specific information or content intended for judging purposes only must be clearly indicated in Red, or highlight it in red. Marks may be deducted if the strict slide number of entry submission is exceeded.

  3. Entry Video https://www.youtube.com/watch?v=n8-dddLoXr4

  4. (10%) Max. 1 slide • A clear description of the business/brand consumer challenge that public relations was being asked to address. • Any key statistics which help illustrate the scale of this challenge in more detail. Mandatory information to submit: Start date, end date, key objectives, target audience, budget and key competitors Challenge • OtterBox is THE mobile phone case dedicated to all the klutzy, spontaneous, chaotic, graceless individuals who have broken a phone while living their active lifestyle. But in Asia, a phone case is viewed as a cheap design accessory. • Given the brand’s core focus is protection, this posed a big challenge for OtterBox when breaking into the Asia market, especially given the subject matter of smartphones is only deemed ‘newsworthy’ to a small group of produce and gadget media. • Our communication objective was to create a discussion and story for media about the real, human need for “protection”, and elevate “protection” to the top of any phone owner’s case criteria and prove OtterBox does it best – taking OtterBox beyond the product media pages and into the news pages. • Our business objective was to drive sales of OtterBox cases, primarily through online channels that could be attributed to our campaign. • Our target audience are smartphone obsessed addicts, who need to be reminded that their beloved device too needs everyday protection. • Start Date: January 2016 – May 2016 • Budget: 61,000 USD (not for publication) (including fee + third party cost) • Competitors: Apple (and other) own brand cases, Casetify, Mophie

  5. (30%) Max. 2 slides – slide 1 A clear rationale of why you chose this PR approach. The core insight on which you focused your strategy. An outline of your message, along with creative and media thinking. How these were developed to be both distinctive and impactful. Mandatory information: Core strategy, campaign concept and creative rationale. Strategy • We began with research among smartphone owners across Hong Kong, Taiwan, Malaysia & Singapore (August 2015, ABN Impact). This revealed that Asian smartphone owners prioritize ‘style and look’ over protective qualities such as everyday wear and tear. The research also found 62% have a broken smartphone in the last five years- over 87% of them said they believed their phone was protected when the damage occurred, proving that real protection isn’t something they consider when buying a case. • Our insight was that protection is a feature you care about only AFTER you’ve dropped a phone and are feeling very stressed about the loss. • We also reviewed the media landscape for this category and concluded we would need a very bold idea to stand out. OtterBox’s big challenge in earned media is the plethora of smartphone accessories around the launch of new phones. It’s a category which obsesses about product specification, style and price and phone cases are married to the gadget pages. Smartphone cases are ten a penny in Asia, and not inherently newsworthy. • Our core strategy was to leverage that ‘heart in mouth moment’ immediately after you drop a phone. Reaching down to pick it up while holding your breath is an unrecognised stressful event in our device obsessed lives. Our tactic was to dramatize and quantify this event to jolt phone owners into buying a protective case that could negate this stress.

  6. (30%) Max. 2 slides – slide 2 A clear rationale of why you chose this PR approach. The core insight on which you focused your strategy. An outline of your message, along with creative and media thinking. How these were developed to be both distinctive and impactful. Mandatory information: Core strategy, campaign concept and creative rationale. Strategy Our creative idea was “Drop the Stress” - a scientific yet fun test that proved dropping your phone was more stressful than deadlines, being startled by a sudden loud noise or even giving a public speech – all things we knew our Asia audience found stressful, after carrying out a poll via Facebook prior to the campaign. Divorce, marriage, moving house, having children all top the usual top 10 lists of stressful events. We set out to update the list with a new stress that we incur much more often in our smartphone-dependent lives. Our earned media approach was to both 1) shift the smartphone case focus from products and specifications to the real, human need for protection and 2) earn influence through an unusual and highly credible third party who could broaden the reach and impact of the conversation.

  7. (30%) Max. 2 slides – slide 1 - An overview of how your campaign/strategy was implemented - The different tactics/medium used within the programme - The roles of these different tactics/medium Execution • To build credible scientific data we partnered with Asia’s top Psychology department at Hong Kong University. We hooked up 52 people across Asia with monitors to quantify the impact of performing a test under a tight deadline, giving a public speech, hearing sudden & loud noises and dropping their smartphone. The psychologists measured: • Cortisol levels (the stress hormone) before and after each test • Heart rate before, during and after • Respiration rate before, during and after each test • Dropping your phone was the MOST stressful event measured in all four tests. Heart rate increased four times as much and cortisol levels doubled compared to having to give a public speech.

  8. (30%) Max. 2 slides – slide 2 - An overview of how your campaign/strategy was implemented - The different tactics/medium used within the programme - The roles of these different tactics/medium Execution • The results exceeded our expectations and we launched a fully PR-lead integrated campaign to maximize them: • The data was presented at the Taiwan Annual Convention of Applied Psychology Association in March 2016 • The lead psychologist shared the data in media interviews with key publications • In an about turn, the media idea became the advertising campaign with a consumer video produced to bring to life the results. We recreated the phone drop experience and filmed genuine consumer reactions. The video was promoted in paid and owned media. • A microsite under the OtterBox brand site had a 10% discount voucher code to drive purchase directly from the campaign engagement • Branded infographics, videos and images were deployed across global social media channels, including Facebook, Weibo and Instagram • The PR idea even became in-retail engagement tactics, where products were tagged to tell consumers that dropping your smartphone is officially more stressful than hitting a deadline, or giving a public speech – drawing eyes to the products on a crowded wall of cases.

  9. (30%) Max . 2 slides – slide 1 - The campaign’s bottom-line impact. - Notable changes to the stakeholders’ behaviour. - Clear evidence/metrics demonstrating the campaign’s performance. - A clear rationale as to why you believe this qualifies for a PR award. Results • We secured 307 pieces of earned media across print, online and social channels for the brand across key target markets in Asia – Hong Kong, Japan, China and Malaysia. All coverage delivered our key message: to stop the stress, good phone protection is vital. • As a result, 12.7%of website sales in the month following the campaign were attributed directly to those who came through the Drop the Stress microsite code. The website saw a revenue increase of 27.2%from mobile purchases during the month following the campaign launch, from customers motivated to make the purchase after watching the video or visiting the campaign page. (Figures compared between the periods of Feb 29- Apr 29, 2016 and Apr 29 – Jun 28, 2016) • Engagement was well above average with our consumer video viewed 1.24 million times across all channels. Social media outreach delivered engagement of 3.3 million.

  10. Max. 2 slides – slide 2 (optional)

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