Swiss Life/Propeller

Propeller

The biggest headache for Human Resources (in old language, Personnel Directors) are with the international high-flyers landing in new countries.

There is always a stream of paperwork to be done, deadlines to meet - visas to be applied for, bank accounts to be set up and accommodation to find amongst many other things. The list is endless - and it's always a headache for the Human Resources Department.

Our client had a new innovative product called Propeller that would take away all this hassle. A web-based service designed to take the stress out of relocation.

Their audience was a niche sector - HR Directors who placed ex-pats into the UK and Switzerland for multi-nationals that operate in these countries.

A launch was required and as this was a completely new service we needed to generate pre-launch awareness.

We created a Pilot Phase - putting the brand name and proposition into the market but not to generate enquiries - simply to warm up the target audience.

This was followed by the launch - a big noise about the brand, but controlled enquiry levels.

By researching the market we identified the publications and press that our audience would be reading. An ad campaign was generated and featured in the ideal trade press, all the top broadsheet newspapers in the UK and Switzerland and in the share square in the FT.

This highly targeted campaign primarily consisted of two colour ads that were rotated on different days to build up a story.

The executions were simple but eye-catching - they communicated an enlarged sycamore leaf (the company logo) with a message alluding that something special was about to happen and therefore heightening anticipation.

We achieved our goal of establishing the Propeller brand in the human resource marketplace - providing a sense of brand stature, a feeling of calm and reassurance which was synonymous with the brand proposition.

Although the brief was not to generate enquiries the ads generated so much intrigue, in spite of no call to action, that enquiries came through from interested parties across Europe.

Due to the distinct nature and standout of the creative, we developed the campaign look for the brand launch.

Very distinctive work.