THE WORLD'S SMALLEST MULTINATIONAL by The Hallway Sydney for Servcorp

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THE WORLD'S SMALLEST MULTINATIONAL

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Industry Telecommunications Services
Media Promo & PR
Market Australia
Agency The Hallway Sydney
Director Alex Weinress
Art Director Marco Eychenne, Dave Lidster
Designer Ilya Aronovich
Photographer Ben Rollinson
Released September 2010

Credits & Description

Category: Business products & services
Advertiser: SERVCORP
Product/Service: SERVICED & VIRTUAL OFFICES
Agency: THE HALLWAY
Date of First Appearance: Sep 28 2010
Entrant Company: THE HALLWAY, Redfern, AUSTRALIA
Entry URL: http://www.smallestmultinational.com/webseries/
Creative Partner: Simon Lee (The Hallway)
Managing Partner: Jules Hall (The Hallway)
Art Director: Dave Lidster (The Hallway)
Art Director: Marco Eychenne (The Hallway)
Project Director: Heidi de Boer (The Hallway)
Head of Digital: Jamie Corker (The Hallway)
Director: Alex Weinress (Hixon Films)
Designer: Ilya Aronovich (The Hallway)
Project Manager: Leslie Cheng (The Hallway)
Series Producer: Catherine Weinress (Hixon Films)
Series Director Of Photography: Judd Overton (Hixon Films)
Series Sound: Dan Miau (Hixon Films)
Series Editor: Brad Hurt (Hixon Films)
Photographer: Ben Rollinson (Studio Go Sydney)
Vice-President: Sonia Bovio (Brodeur Partners)
General Manager: Sue Grant (onechocolate communications)
Public Relations Consultant: Oliver Mernick-Levine (onechocolate communications)
Media placement: Campaign Launch Video - Campaign Website - 28th September 2010
Media placement: Press Release - AUS/UK/US - Targeted Media Contacts - 28th September 2010
Media placement: Web Series - Syndicated To Business Websites - 30th November 2010
Media placement: Press Advertising - The Australian Newspaper - 23rd December 2010
Media placement: Telephone Box - London Telephone Box - February 2011

Describe the objective of the promotion.
Servcorp is the world’s second largest Serviced and Virtual Office provider. They provide small businesses with all the facilities of an office at a prestigious business address, without the high costs of renting office space full-time. And, importantly, these facilities are available in 130 locations and 22 countries worldwide. Our task was to drive enquiries for Servcorp’s Virtual Office product in Australia, the UK and the USA.

Describe how the promotion developed from concept to implementation.
We singled-out a compelling insight: with Servcorp, even a one-man-band can be a multinational company.

Then we engineered the ultimate proof: we enlisted a budding entrepreneur called Sebastien, set him up with a Virtual Office package with 6 international addresses, then sent him off around the world to build Sebastien International - The World’s Smallest Multinational.

Consumers followed and engaged with Sebastien through social media.

We filmed his progress and created a web-series that we syndicated to relevant sites in our target markets.

Retail ads and EDMs featured the web-series as evidence of what can be achieved with Servcorp.

Explain why the method of promotion was most relevant to the product or service.
Virtual and Serviced offices have traditionally been seen merely as a temporary measure for small businesses before they can afford their own “real” office.

The truth is far more exciting - with Servcorp, even the smallest small business can be a successful global player.

But with such a vast gap between perception and reality, it’s not enough to just say what’s possible and expect consumers to believe us. So we engineered The World’s Smallest Multinational as highly engaging, irrefutable proof.

Smallest Multinational is the first campaign of it’s kind in a usually purely functional and relatively low interest category.

Describe the success of the promotion with both client and consumer including some quantifiable results.
261% increase in Virtual Office sales in the campaign period.

One US businessman rented 6 Servcorp serviced offices as a direct result of following the Sebastien International web series. This represents half the campaign budget in 1 sale!

Enquiries 88% over target.

Over 210,000 web series views.

Smallest Multinational attracted coverage on over 5,000 websites.

Over 400 news articles written on major business news websites worldwide, including Forbes, Reuters and CNBC.

The web series content represents ongoing proof of what is possible with Servcorp. Retail advertising and future campaigns will continue to drive and refer to it.