Face to face used for anti-face to face message

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Field Marketing's analysis of the innovative combination of radio ads and hand to brand direct promotion that made Powwownow...

Field Marketing > Fresh Fields

Telephone conference service Powwownow has combined radio ads with a brand to hand campaign at high profile stations and PR.
The campaign created by integrated direct marketing agency more2, began with research to uncover the nation’s secret etiquette when it comes to business meetings. Over 2,000 professionals completed the survey and the results revealed that one in 10 confessed to ‘bad body odour’, 20 per cent felt deep hatred for their colleagues and 355 of men had had sexual thoughts about one or more of their work mates. The biggest issue though, was turning out to a meeting with a hangover; over 38 per cent of us have done this.

The telephone conference brand used live activity, rolling out across London to promote their free conference call service – promoted as a great way for businesses to save money and avoid meeting face to face.

The integrated campaign that run in October used a combination of media including reverse auction radio, pr, press ads in London’s Metro paper and an ambient media stunt at three of London’s train stations to drive awareness for the company.

Andrew Pearce, managing director of Powwownow said, “As a challenger brand we wanted to create some standout in the market, more2 suggested an integrated campaign to capture the imagination of Londoners. The survey results led us to create a light hearted campaign backed by a serious message, , telephone conference calls can help your business save money and time.”

Sarah Sproston, account director at more2 added, “We enjoyed creating a truly integrated campaign for Powwownow. The combination of media options will ensure we put telephone conference calls back on the agenda.”

The brand to hand promotion featured a giveaway – a rubber band attached to a flyer that used comedy to get attention. The band was advertised as a simple cheap hands-free kit.

Powwownow has seen 15 per cent growth since the campaign.