Elion computer protection
- Bronze from Estonian Internet 2010
Overview
Elion Computer Protection was a marketing campaign aimed at private clients. (Computer protection is a security service with a monthly payment.) Talking about computer protection is like running a social campaign: people listen to what you have to say and agree that it’s important, but don’t feel that it’s something that affects them. Nor is a particularly interesting topic to the target group, to whom the technology is largely foreign in nature.
That’s why we chose a fun online game as the form of the campaign, highlighting the issue for clients in an enjoyable way they would also learn something from.
Campaign message: Test how much you know about viruses and win great prizes!
Values
- With a minimal budget, the campaign achieved widespread recognition and excellent visitor/participation numbers.
- One of the greatest values of the campaign is that we were able to ‘sell’ a complex and (for many people) boring service in a fun way that they could understand.
- The game itself spread through social media as an active virus.
- The game gave rise to debate not only among ordinary consumers, but to Elion’s surprise also among high-end IT technicians.
Goals
- To draw attention to the need to protect computers.
- Since the product involved was not expensive (29 kroons/month + VAT), the aim was to run the campaign on a minimal budget.
- The objective was to sell 500 more licences than normal during the campaign period (2 months).
Client’s assessment
Kristina Liivand
For me, in terms of partnership, the greatest value of the project was that ADM was willing to use the revenue share principle. This also ensured (for us) that the campaign was launched with the smallest possible budget, as was our aim. Reaching such an agreement is a good indicator that the advertising agency actually believes in the success of a project. Sharing that risk is something very few agencies are willing to do.
We also received a lot of coverage in social media (on people’s own initiative). Most people thought the Computer Protection game was funny and entertaining, making the topic of cyber crime more approachable for them. What was surprising was the way the issue was dissected by high-end IT specialists, for whom some of the questions and answers must have seemed unbelievable. It was good that we were able to get into a dialogue with them as well.
I’m also very happy with the way the game was put together.
Results
Since mainly only ‘internal channels’ were used (Elion’s own environments – Neti and Hot) with very few other channels being utilised (a banner on Facebook), the visibility of the campaign and the number of people who got involved in it can both be considered very good.
- The campaign pages were visited a total of 44,694 times by 33,069 people during the campaign (26% repeat visits).
- The game was very popular – 37% of visitors played an average of two games.
- It was played by a total of 12,638 people (37% of all visitors).
- 26,972 games were started and 21,895 games were ended (81% of all games were completed).
- 6580 people registered for the prize draw a total of 14,101 times.
- The game remained popular even after the campaign had ended – a further 6950 people visited the site, with no advertising prompting them to do so, 9696 times in the three months after the campaign.
Channels
- Game web environment
- Banners in Elion’s own environments (5186 visits + 5821 visits in Hot)
- Hot e-mail footers (8946 visits)
- One test banner on Facebook (2267 visit)
- E-mail to clients who weren’t using the service (2183 visits)