B2B product awareness campaign

Brief

SMART wanted to bring the SMART product from the classroom to the boardroom by:

• providing end-to-end production of a 1-3 minute video showing the transition
• informing target audiences of the key messages behind SMART Business Solutions

Red Ant strategy

• Build trust for the SMART brand and company by creating characters to represent the product and build a relationship with the audience.
• Attract and retain customers from the Corporate audience using creative communications which are consistent and relevant throughout the campaign, focusing on customer service.
• Clearly communicate learning points by establishing precise messages for each of the characters, delivered consistently over all the appropriate channels.
• Increase orders of the SMART board product by driving traffic to a promotional microsite containing strong calls to action and active engagement of the audience.

Tactics

• Viral video scripted, cast and directed to show four young ‘executives’ from fictitious company SMARTmeetings, each with their own set of on-brief messages.
• Microsite, which forms the hub of the campaign and provides core information on the product, combined with consistent branding and strong calls to action. Each of the characters is interactive on the site, with a reiteration of their key product messages and multiple opportunities to view the videos.
• Social seeding - each character has an individual Twitter account and a fully-realised profile on LinkedIn.