Renault Russia: CRM

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our-work-pic-renault02Renault Russia have 500,000+ customers but have no formal database to maintain an on-going upsell relationship with them.

Dialogue developed a Relationship Marketing programme, using our four step ‘IDIC’ (Identification, Differentiation, Interaction, and Customisation) RM process.

our-work-pic-renault01We identified past owners through an engaging ATL print campaign driving them to www.myrenault.ru. There they shared further information about their needs which allowed us to segment them into relevant groups. Once details were captured we developed the relationship with a series of relevant online and dealer surprise and delight experiences.

For instance, our most recent test drive offering leverages the address data we captured – it allows us to customise an online test drive experience from their place of work to their home address by utilising Google maps technology. A series of on-going themed promotional test drives have been planned for the remainder of the year (2013).

Hireland: Getting people back to work

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our-work-pic-hireland01Dialogue was instrumental in the creation of the Hireland movement. Its aim was to convince thousands of Irish SME’s to consider ‘hiring rather then firing’ staff in order to survive the domestic downturn.

A ‘Hire One’ campaign created awareness of the benefits of hiring just one person and presented the spin off benefits to the rest of the economy for each action. Companies around the country were asked to consider hiring one person at a time, bringing the country back to its feet again.

In its first year, the Hireland movement was born and 6,000 new jobs were created (2,500 coming off the live register).

Today Hireland is working with partners developing a new campaign of ‘Help One’ which was born from research with unemployed people. We found that long term unemployed, without strong networks, were more likely to remain on the live register. The ‘Help One’ movement seeks to identify people who cant hire but would be happy to mentor and motivate individuals seeking networking assistance and advice.

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Bank of Ireland: Student

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Mainstream Banks in Ireland took the cradle to the grave approach when it came to signing up new customers. “Sign them up early and they will stay with us for life”, was the strategy of choice for decades. This approach became a highly competitive and expensive exercise during College Freshers’ Week where each bank would offer expansive freebies to lure the students at all costs.

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Research with student groups suggested they saw through the freebie approach. Students were looking for a genuine relationship with their new bank where the manager would respect their stage in life and be there to help them if needed (once they proved to be trustworthy in their behaviour with the bank). Students wanted respect rather than freebies!

Dialogue created the ‘We go to extremes so you can too’ integrated campaign which recognised these needs. It highlighted the fact that BOI were prepared to treat students with respect during the early years of the relationship.

our-work-pic-boi03This campaign won several international awards for its originality, bravery and for looking completely different to the standard banking campaign on offer across the globe.

Microsoft: Viral: Podge and Rodge

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our-work-pic-microsoft01Microsoft needed to engage with a tough online community (the 22-35 year old male programming audience) to gain their support for a new platform they were launching.

Dialogue produced a viral campaign using two of Ireland’s most celebrated bachelors who were having difficulty downloading porn from their home computer. Until our hero, Microsoft Vista, arrives to sort their issue, even allowing Podge & Rodge turn the problem into a entrepreneurial new business opportunity.

We created a campaign that drove this group to a website www.dirtydirtyladies.com where they could learn more about the benefits of the new platform and engage with other like minded colleagues.

The campaign won a gold award for the “Bravest Client” in the international John Caples awards in New York (amongst many others). Such was the success of the campaign, Microsoft HQ in Seattle shared the campaign with Country Managers across the globe asking them to consider a similar approach when working with this particular programming community.

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Tv Ad Targeting on Twitter

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Twitter is launching a new ad solution called ‘TV ad targeting’, which is designed to help brands enhance their TV ad campaigns. The product is starting off in selected locations of the US, but no doubt it will hit these shores shortly. The idea is that advertisers will be able to see which Twitter users have been exposed to their ads on TV and target them with Promoted Tweets (the video here explains it really well).

According to Wall Blog a “dashboard will allow a brand’s digital agency to quickly respond and align not only with what’s shown on TV and when, but also get insight into how Promoted Tweets can be crafted in the most effective ways to build upon the broader campaign themes.”

Conor Byrne
Head of Digital

 

 

 

Sneezing Season

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Usually this time of year is not much fun for me when I’m hanging out at outdoor summer gigs and festivals. As a consumer it’s not very kind on my pocket, either! Off to my chemist to purchase my over-the-counter remedies, only to be told I cannot buy my usual brand of spray and I would need to get a prescription from my doctor. Crossed off my list was the spray, I only purchased the tablets and eye-drops. I did see this cheesy TV ad one evening though…

Personally, I wasn’t sold by this and I decided to spend my hard earned €€€€ in the health shop instead. This is working brilliant with my over-the-counter remedies! Roll on my summertime festivals…

Claire Chatham
Receptionist

The first taste

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I love this. A heart-warming and hilarious two and a half minute video produced by Saatchi & Saatchi, which captures the reactions of children’s first encounter with some new foods. Their reactions are captured in slow motion so you can see every detail. Titled “The First Taste”, this video was inspired by Saatchi & Saatchi’s creative director who watched his own daughter try a gherkin and he was interested in seeing children’s reactions to other foods including some sophisticated tastes such as anchovies and pickled onions. The first taste journey for parents, in particular, can be hilarious, interesting, surprising and sometimes very messy! Enjoy!

Aoife McDonnell
Account Manager

 

Irish Times Fusion Panel

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I got a call from a former Creative Director of mine (Pearse McCaughey) last week, asking Conor Byrne and I to sit on the Irish Times Fusion panel. We were delighted to be asked and gladly accepted the invite. Pearse works on Irish Times account and was in need of a few able bodied tech / creative / business heads to offer advice and grill some of the Fusion start-ups.

Irish Times FUSION is an experiment Dr Johnny Ryan (Chief Innovation Officer at The Irish Times) is running to match the energy and enthusiasm of the start-up community with the market access of the branding and advertising industry.

The start-ups focus on a variety of new, compelling experiences for end-users. Generally their attention is not centred on advertising solutions or opportunities. That is where we came in… to help them see the commercial / branding angle that can make their brilliant ideas a financial success.

We talked to start-ups working on apps, widgets and new online communities – they were amazing. Some really good ideas and some really passionate people. I wish I could tell you more but I have to keep stum for the moment! Check back here for more details when the winner is announced over the coming weeks.

http://www.contagiousmagazine.com/2013/04/advertisings_historic_pivot_point.php

http://irishtimesidealab.com/

Gary McLoughlin
Managing Director

Abercrombie & Fitch – Just for you… but not you!

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The CEO of the hugely successful brand, Abercombie & Fitch has come in for some backlash over his recent comments about his customers, or more importantly the people he doesn’t want as customers. While I’m not surprised by his comments and neither will you, if you’ve ever been in one of their shops, I am curious as to why he would be so blatantly bigoted. Is his brand so safe and secure from consumer opinion or fickleness? Is he so ignorant that he thinks that people who wear size 10 and under are the only ones with money to spend? Doesn’t he know that two out of every three people are larger than a size 10?

I’d like to think this type of arrogance would harm a brand but if you look at our own arrogant a#s, Michael O’Leary, it doesn’t appear to.

There have been some great responses to this including an open letter to Mike Jeffries, the CEO of the moment, but my favourite is the re-branding exercise that one guy is doing to broaden the A&F appeal.

It’ll be interesting to see if anything changes as a result of Mr. Jeffries comments but public opinion has been known to make a difference every now and then.

Karen Neary
Office Enforcer