Ingo Promo, Case study THE NEW NAME by Ingo Stockholm

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THE NEW NAME

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Industry Advertising agencies, Business equipment & services
Media Promo & PR, Case study
Market Sweden
Agency Ingo Stockholm
Creative Director Bjorn Stahl
Art Director Gustav Westman
Producer Fredrik Almgren
Released February 2011

Credits & Description

Category: Best Use of Social Media Marketing
Advertiser: INGO STOCKHOLM
Product/Service: ADVERTISING AGENCY
Agency: INGO STOCKHOLM
Date of First Appearance: Feb 1 2011
Entrant Company: INGO STOCKHOLM, SWEDEN
Entry URL: http://www.ourjobs.se/cannes/namereveal/
Creative Director: Björn Ståhl (INGO)
Head of Digital: David Schwieler (INGO)
Planner: Anders Norman (INGO)
Art Director: Gustav Westman (INGO)
Producer: Fredrik Almgren (INGO)
Design director: Kerstin Engberg (INGO)
Graphic designer: Andreas Mandahus (INGO)
Media placement: Social media - Facebook - 1 February 2011

Insights, Strategy & the Idea
Two advertising agencies in Stockholm merged. We revealed the name using a viral on-line campaign using the technology available at Facebook. The main objective was to drive traffic to create awareness of the new name and logo. Our secondary objective was to convert as much as possible of that traffic to our new home page on Facebook (our only corporate homepage!) and try to get one thousand likes.
We wanted the traffic to be colleagues, competitors and press within our own industry. A stressed-out, sceptical and spoilt audience.

Creative Execution
We built a site with the address thenew.name. We offered you a deal on the day of the announcement; we will not reveal our new name unless you give us your Facebook profile picture. If you give us the profile picture we will use it to build our new logo as a mosaic. The more pictures we get, the faster the name will be revealed.

When people uploaded their picture using Facebook Connect we automatically updated their Facebook status with a message stating that they were participating in the name revelation.

Results and Effectiveness
The logo mosaic was completed using 2,922 profile pictures. They were submitted within a four hour time-frame. We actually had to slow down the process manually to stretch it a bit. The traffic and viral effect greatly exceeded our expectations.
We had 22,000 unique visitors during that four hour time window.
In parallel to this campaign we launched our own new home page on Facebook. At the end of that day we had over 2,000 individuals as fans. We wanted friends – and that’s what we got.