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Best limited budget campaign 29 CATEGORY 17:


WINNER:Powwownow CAMPAIGN:‘FLYPOWWOWNOW’


itself as the next best solution to meetings. Despite recognising that meeting face-to- face is a better option, it provides an alternative option to the cost, hassle and environmental impact of business travel. The Flypowwownow campaign was born in September 2009 when British Airways flew London Mayor Boris Jonson business class to New York. On arrival he held a press conference advocating the value of flying compared to conference calling, even quoting statistics that claimed companies were less likely to secure business deals if they used conference calling instead of face-to-face meetings. The story appeared in The Guardian on Septembe 15. And two days later Powwownow’s response speaking out against the BA message was published in the same paper.


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BA followed this up with the ‘UK opportunity grant’ offering 5000 free flights to SMEs, a campaign that was backed by editorial in the Daily Telegraph. And then a campaign by Flybe with the strap line ‘Conference calls don’t win business’ hit billboards and newspapers. Powwownow still wanted to promote the benefits of conference calling, but doing so without reference to the misinformation put


ounded in 2004, Powwownow offers customers low-cost conference calling facilities. The organisation markets


(including the company blog) and email newsletters. Phase one of the three-phase campaign announced that Powwownow had launched ‘Flypowwownow’, a new ‘airline’ rivalling Flybe.


out by the airlines was no longer an option. ‘FlyPowwownow’ was born. The company’s strategy was to raise awareness of the benefits of Powwownow services over flying to meetings, focusing on the cost saving and green implications.


The campaign, aimed at SMEs, larger corporates and business travellers, was designed to drive visits to both powwownow.com and the flypowwownow campaign site, reinforce brand identity through the use of tongue-in-cheek messages, inspire new customers to register for the service and to ensure that existing customers remained committed to using the service.


A broad range of channels and techniques were used in phase one of the campaign, including a campaign microsite, offline advertising in the Metro newspaper, on- and off-line PR projects, the utilisation of Google AdWords, social media channels


Phase two saw the company echo BA’s offer of making available 5000 free flights by offering 5000 free business calls, and in phase three it continued offering free calls in a bid to help ‘alleviate some of the pressure’ BA and its business travellers were experiencing as a result of the airline’s ongoing staff strike. The campaign – which lasted from September 2009 when Boris flew to New York through to June 2010 with the response to the BA strikes – was hugely successful. Press coverage in The Guardian, B2B Marketing, meetpie.com, The Manufacturer and responsible travel site Terracurve.com helped spread the word, while enewsletters and an email blast saw over 18,000 people choose to view the campaign on their computer screens. Thousands more also learned about the campaign via Powwownow’s other online activities. Powwownow’s website received 1865 additional visits as a result of the campaign. ‘Flypowwownow’ increased sign-up rates, retained existing customers helped reinforce the brand’s distinctive style and saw the company go toe-to-toe with some much larger brands.


RUNNER UP:Kern Precision Scales AGENCY:WUNDERMAN CAMPAIGN:‘KERN PRECISION WEIGHING’


ern calibrates and distributes a range of the world’s most precise and sensitive scales and weights, capable of weighing to seven decimal places. Its customer base comprises of scientists, pharmacists and engineers, and also the companies that sell directly to this demographic.


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As well as boosting sales, a campaign was needed to address one of the major problems facing the company: despite the high quality of its product, there was very little to differentiate Kern Precision Engineering from its rivals producing similarly high quality products. The campaign had to make Kern’s scales stand out from the crowd. And it had to be carried out using a relatively small budget. To achieve these key objectives


Wunderman suggested ditching the industry standard product and price-led


marketing approach and replace it with a more creative, engaging approach. Direct mail and email was sent out to a


very targeted list of end-users, buyers and resellers to ensure the right people were engaging with the campaign. The recipients of this mail were invited to take part in a ‘guess the weight contest’, where the objects used were of such small mass that it would be impossible to weigh using anything less than the world’s most precise scales. After placing their guesses, respondents could view the results on the Kern website.


Despite a limited budget, the campaign resulted in an increase in sales, brand awareness was raised and lead generation was boosted.


Managing director of Kern, Thomas Fimpel, was delighted, “Aside from the


B2B Marketing Awards 2010 - www.b2bmarketingawards.co.uk


astonishing results, what’s really exciting is that this campaign built our brand. It’s also really original. Nothing like this has been done before in our industry. It made Kern precision scales seem sexy.”


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