Eniro DM THE SEARCH BOX by DDB Stockholm

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Industry Search Engines
Media Direct marketing
Market Sweden
Agency DDB Stockholm
Creative Director Andreas Dahlqvist
Art Director Tomas Jonsson
Copywriter Tove Eriksen Hillblom
Released November 2010

Credits & Description

Category: Ambient Media (Large Scale)
Advertiser: ENIRO
Product/Service: PRODUCT SEARCH
Date of First Appearance: Nov 8 2010
Art Director: Tomas Jonsson (DDB Stockholm)
Copywriter: Tove Eriksen Hillblom (DDB Stockholm)
Creative Director: Andreas Dahlqvist (DDB Stockholm)
Planner: Patrik Ronström (DDB Stockholm)
Account Manager: Cattis Håkansson (DDB Stockholm)
Account Manager: Katarina Norman (DDB Stockholm)
Client Director: Jerker Fagerström (DDB Stockholm)
Digital Producer: Emil Tavassoli (DDB Stockholm)
Web Director: Karl Johan Vogelius (DDB Stockholm)
Technical Director: Andreas Fabbe (DDB Stockholm)
Flash Director: Joel Blanco Berg (DDB Stockholm)
Event Director: Kjell Björlund (Regi Event)
Media Agency: (MEC)
Media placement: Campaign Site - Own Media - 2010-11-08
Media placement: Live Installation - Sergels Torg, Stockholm - 2010-11-08
Media placement: Banners - Spotify - 2010-11-08
Media placement: Radio Spots - Spotify - 2010-11-08

Describe the brief/objective of the direct campaign.
Eniro (Sweden’s Yellow Pages) were launching a product search service, which allowed people to search for specific products, not just categories, and find out where to buy them. The objective of the campaign was to make people aware of the product search, as well as building the image of Eniro as an innovative brand.

We figured that to really change people’s search behaviour and make them understand how it worked, just telling them about the product search wasn’t enough. We had to activate people and get them to try it.

The campaign was aimed both at new and existing customers.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
We needed to make product search irresistible. So we created The Search Box – a physical installation of the service, connected to Eniro’s product search via a campaign site. Within the box a product was hidden, and by guessing which one using the service, you could win the product.

If your guess was incorrect, you’d still find out where to buy the guessed product, demonstrating the service.
The box was promoted through banners, social media and music service Spotify, where clues were released as radio spots.

The aim was to get as many people as possible to try the service.

Explain why the creative execution was relevant to the product or service.
By creating an interactive event which integrated the service itself, we managed to drive traffic and behaviour change in a fun and engaging way, achieving both tactical and brand-building effects at the same time.

It was of great importance to make the usage of the service an experience in itself, since it is a low-engagement product.

And Eniro being an online brand offering online services, it was natural to make the event interactive.

Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
During the 6 days the Search Box was live, over 122 000 product searches were made. After the campaign period, which also included some other smaller activities, the knowledge of the product search service increased from 27% to 39 % - an increase of 44 %.