Bronze - Time Management Launch campaign
Issue 17 | December 2010
Agency
Partners Andrews Aldridge
Creative Team
Head of Copy: Stephen Timms; Head of Art: Paul Walton; Art Director: Trevor Telo; Copywriter: Dave Mance
Production Team
Online: Dave Jarvis-Skim
Date
May 2008
Background
The objective was to persuade customers to preview and purchase the new Time Management title with a target of 500 previews of the trailer and £11,000 revenue during May.
Idea
To dramatise how much time is wasted through small interruptions in the work environment, an email to key purchasers and decision makers within organisations on the Video Arts database was sent at 4.59pm, suggesting it was time to leave work for the evening. Recipients were directed people to the landing page for a free lesson in time management.
This bespoke landing page hosted an online preview video of the new programme. A follow-up letter was mailed within which highlighted words drew the eye into reading “If this is all you have time to read, visit www.videoarts.com/timemanagement.
Finally, a follow up email offering a free lesson in time management was sent. This page’s loading bar deliberately took ages to complete and used notes on screen such as “I could have read a couple of emails by now” and “This is slow”. The final screen said, “This ends your free lesson in time management” and then directed you to the landing page for the benefits of the new programme.
Results
The trailer was previewed 1,160 times to end June, 34% in the first 2 days. 210 full views (40% online, 60% DVD). 210 leads from advert. The May email resulted in an average 20% open rate, 25% click-through. Through segmenting the database, 4 targeted emails were sent to specific groups resulting in 15%-27% open rates, click-through 50-70% generating £31,000 GBP in sales to end June.