How to turn a £4000 marketing budget
into nearly £8million of sales in two days.
into nearly £8million of sales in two days.
Reuters is a global leader in the distribution of information to business. On paper our brief seemed a pretty dry one: create a poster and leaflet inviting people to visit the Reuters stand at a financial conference in Monaco.
Reuters specifically wanted us to target risk assessors from banks and brokerages. so they could sell them their latest risk assessment information platform at £250,000/year.
The £4,000 budget would just cover creative costs, production of a few posters and some leaflets, plus a budget airline ticket for an account exec to fly over and stick the posters around the conference hotel.
Instead of a straightforward poster and leaflet combo we decided to create a little guerilla campaign of unexpected touch points with witty messages that brought to life the importance of risk assessment in a humorous way.
When delegates turned up at the champagne reception they found notes warning about the dangers of consuming champagne. In the lift they discovered the odds of them not reaching their floor, and in their hotel room they were warned of the potential dangers of taking a bath.
This guerilla campaign became the talk of the conference, a great ice breaker for delegates and helped Reuters achieve 31 orders worth £7.75million in two days. It just goes to show how the right idea and a little wit can go a long way.
Agency: TBWA\Tequila London
Copywriter: Steve Chung
Art Director: Chris Sharp
Copywriter: Steve Chung
Art Director: Chris Sharp