Situation:

As the world’s largest accounting firm, Deloitte is not instantly recognized as an eye-level growth partner for smaller companies in Denmark. And even though around 50% of the Danish staff is growth consultants the brand is predominantly known for its accountancy services.

Brief

To support the corporate strategy about gaining a strong position within growth and not just accountancy the agency was briefed to develop a calculation targets could use to estimate their growth potential. Pitstop was a creative way to develop this calculator.

Objectives

The campaign was initiated for two reasons:

1) To create well-qualified leads giving not just all their contact information to the sales department – but also their most crucial key figures to add more quality to the sales meetings.

2) To brand Deloitte as a strong partner within growth and not just accountancy.

Pitstop was developed as an autonomous sub site to deloitte.dk with the self-standing URL http://pitstop.deloitte.dk/

since it is not considered a campaign website but a new ongoing platform to engage with potential SME-customers in a new and fresh manner. The plan is to start enriching the site with cases, guides and other thought leadership content of relevance for growth.

The campaign aired in a beta version during the soft launch in June to get early learning to improve the hard launch in October. This caused significant changes implemented to the current platforms. External media were used from June 13th and runs until November 24th including banner campaigns on Danish news and business sites, print ads, radio, Facebook, Twitter, LinkedIn and Instagram.

The campaign was the biggest marketing bet from Deloitte Denmark for years and has been used as a global best case to all Deloitte marketing departments in the world.