Staples DM NORWAY'S HIGHEST SALARY by Dinamo Reklamebyra

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Industry Stationery
Media Direct marketing
Market Norway
Agency Dinamo Reklamebyra
Copywriter Stein Simonsen
Account manager Anne Gro L. Carlsson
Released January 2010

Credits & Description

Category: Direct Response Digital: E-commerce, Online Advertising, Brand Awareness & Social Media
Advertiser: STAPLES
Agency: DINAMO
Date of First Appearance: Jan 10 2010 12:00AM
Entrant Company: DINAMO, Lysaker, NORWAY
Entry URL:
Copywriter: Stein Simonsen (Dinamo)
Art director: Torstein Greni (Dinamo)
Account director: Tom Sogard (Dinamo)
Account manager: Anne Gro Carlsson (Dinamo)
Web producer: Fredrik Ostby (Dinamo)
Flash programmer: Sverre Stabel (MediaFront)
Interactive director: Mikael Ericsson (MediaFront)
Flash Programmer: Christian L. Ruud (MediaFront)
Fim production: CIK (CIK Media)
Radio director: Jonas Torgersen (Sagveien Resort)
Account director: Bjorn-Erik Efterdal (Meat Digital)
Programmer: Joachim Strand (Meat Digital)
Media placement: Radio Spots - P4 - 18.01.2010
Media placement: Ads - VG - 18.01.10
Media placement: Banners - - 18.01.10
Media placement: Facebook - Facebook - 10.01.10
Media placement: Homepage - - 18.01.10

Describe the brief/objective of the direct campaign.
Two office supply chains in Norway were to change names into Staples. The brief was to make the change of names known and talked about. The key insight was that a new name in a foreign language will be better known and remembered if the audience has not read or heard the name, but used it themselves. Learning by doing. The strategy was to give people a reason to discuss the pronounciation of Staples. The target audience was the general population of Norway, but existing customers were of course involved through direct mail about the activity.

Explain why the creative execution was relevant to the product or service.
People don't care much a about the change of a company name. The idea - and the way it was executed with the digital name pronounciation test giving instant feedback - made people take the new name into use. The idea also corresponded with Staples' international slogan, That was easy!

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
The idea was to announce the job of carrying out the official change of names. The job paid half a million Norwegian krones, 60,000 Euros, by far making it Norway's best paid position, measured in hourly wage. To apply, one had to visit the microsite and prove that one could pronounce Staples correctly under pressure, using the computer microphone or by phone. Voice recognition software instantly approved or disapproved the pronounciation. Then, one had to collect referances through social media and write a short application letter.

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.
The new name was known - and taken into use - by everyone. The microsite had more than 215.000 visits within only a few days, by more than 180.000 people. The total population of Norway is less than five million. More than 16.000 completed and submitted applications for the job. More than 65.000 referances were collected digitally. The campaign also gave Staples thousands of additional newsletter subscribers and gave the sales staff a fun way to share information with customers that otherwise would be dull.