As a relatively new arrival on the London scene, the TV post-production facilities house Condor lacked awareness and needed an impactful way to get on to potential clients’ radar. The campaign objective was the simple but challenging one of convincing creative directors and agency broadcast producers to give Condor their next post-production brief.Merely telling people you’re good is no use in the sceptical creative services market. You have to prove it to them. An integrated campaign was therefore created which would demonstrate Condor’s talents and capabilities to the full.

A list of agency producers and creative directors was compiled using outbound telemarketing. These individuals then received a bizarre and intriguing paper plate in the post, together with targeted emails which featured a click-through to a dedicated Condor microsite. Here they would see a ‘live’ example of Condor’s post production expertise as the paper plate is transformed into a flying saucer through the magic of special effects. The moral of the story: no matter how unpromising your starting point, Condor can help you to turn your great idea into impressive and convincing reality on the screen.The one-to-one elements of the campaign were supported by press ads in the creative press (Campaign Craft and Creative Review) which served to build awareness and also directed readers to the microsite. Craftsmen don’t tell you that are good. They show you. This is a simple campaign which powerfully unites responsive media to deliver a classic piece of product demonstration.

Craftsmen don’t tell you that are good. They show you. This is a simple campaign which powerfully unites responsive media to deliver a classic piece of product demonstration.

The campaign reached 1,300 contacts. A 20.4% click-through response was achieved. As a result, 260 leads were generated. Of these, 20% have so far converted to business. It is estimated that the income to date from this business is in excess of £250,000. As these contacts were totally new to Condor, this revenue is entirely incremental and due solely to this campaign. This means that the project achieved an ROI in excess of 400%. The impact on awareness and consideration of Condor is equally impressive, with spontaneous awareness increasing by 30% on average in pre/post telephone research and 20% more decision-makers ‘more likely’ to shortlist Condor in future as a result of the activity.