CHALLENGE
Creating a promotion that appealed to both the organised and the un-organised amongst Dymo's current and potential customer base required a little bit of lateral thinking.
JOURNEY
We created the 'Dymo Genius' competition - entrants were asked to submit examples of how they were either already an office genius (through use of DYMO labeling products) or were in dire need of help (for which Dymo products were the answer). The entries were judged by Oprah's organisational guru, Peter Walsh, who also became part of the overall prize package. The Dymo Genius competition ran on Dymo's website and through a Facebook application, which also gathered insightful customer data along the way and allowed the client to simply manage entries and online redemptions through the backend.
RESULTS
Over 3,000 entries were received, six times more than the client's expectation and more than had ever been received for a Dymo competition in the Australian market. Added to this, the customer database was dramatically increased, ready for future campaigns and promotions.