Direct > Media
SMARTER LIVING
OGILVYONE WORLDWIDE, New York / MOTOROLA / 2002
Awards:
Overview
Credits
Overview
BriefExplanation
Due to the launching of DIGITAL+, we have many orders for installation and must therefore push our team of installation technicians to complete a greater volume of installations in the homes of our new clients. There are three target publics: 1. Installers2. VIP Installers3. SalespeopleTo the first group 3,000 euros incentive for faster installations were offered. To the second 3,000 euros for faster installation and another 3,000 euros for greater volume were offered. Finally, salespeople were offered 300 euro per quarter if they made their area the leader in both speed and volume of installations.
CampaignDescription
Due to the launching of DIGITAL+, we have many orders for installation and must therefore push our team of installation technicians to complete a greater volume of installations in the homes of our new clients. There are three target publics: 1. Installers2. VIP Installers3. SalespeopleTo the first group 3,000 euros incentive for faster installations were offered. To the second 3,000 euros for faster installation and another 3,000 euros for greater volume were offered. Finally, salespeople were offered 300 euro per quarter if they made their area the leader in both speed and volume of installations. We needed three ways of saying that by installing more DIGITAL+ you will make more money. To the installers we went 'direct' they received a stack of fake bank-notes amounting to 3,000 euros, exactly what they would get if they increased installation. To the VIPs we gave a series of coupons which they could give to friends, promising gifts if they installed more and won the 3,000 euros.We told the salespeople that, to win their prize, what they had to do was to get tough on their installers. To do this, we sent each one a megaphone to give orders with. Mark Millar Creative Director/Copywriter OgivlyOne New YorkJill McClabb Creative Director/Art Director OgivlyOne New YorkCarlos Torres Creative Director/Art Director OgivlyOne New York
Effectiveness
• Installation ratios improved by 15%, reducing the cancellations index by 25% (previously, many installation orders had been cancelled due to the time they took to complete)
Idea
We needed three ways of saying that by installing more DIGITAL+ you will make more money. To the installers we went 'direct' they received a stack of fake bank-notes amounting to 3,000 euros, exactly what they would get if they increased installation. To the VIPs we gave a series of coupons which they could give to friends, promising gifts if they installed more and won the 3,000 euros.We told the salespeople that, to win their prize, what they had to do was to get tough on their installers. To do this, we sent each one a megaphone to give orders with.
OtherCredits
Mark Millar Creative Director/Copywriter OgivlyOne New YorkJill McClabb Creative Director/Art Director OgivlyOne New YorkCarlos Torres Creative Director/Art Director OgivlyOne New York
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