Direct > Product/Service
ROI
PUBLICIS DIALOG GROUP, London / COI / 2003
Overview
Credits
OVERVIEW
BriefExplanation
Our brief was to increase requests for application forms in 2002 by 2% to 8% to those received in 2001. These were to be increased across the three catergories of entry - Innovation, Internation Trade and Sustainable Development.
CampaignDescription
To tie in with the changing economic climate, our strategic approach was to provide the target audience with a clear commercial benefit to applying for and completing an application form. To achieve this we focused heavily on the incremental ROI of winning a Queen's Award for Enterprise.
Outcome
The campaign generated a total of 12,780 Request for Application Forms - an increase of over 50% on 2001 ultimately resulting in 1,008 entries to the awards, an increase of over 10% on the previous year.
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