Integrated Campaign

BCQ Group was approached to promote one of the latest wireless ‘plug-and-play’ connectivity products into domestic and business markets. We took an integrated approach to marketing the device and decided to target the audiences with specific messages.

The direct marketing campaign aimed to highlight better quality wireless broadband accessibility by showing individuals surfing the net in unusual locations. The campaign was rolled out within the likes of men’s leisure magazines such as ‘Nuts’ and ‘Stuff’, while business audiences were targeted through trade publications such as ‘Computing Week’.

The call-to-action drove readers to a personalised web landing page. Once accessed, respondents could navigate around the house, and using a simple interactive method, could see how the device worked to expand the existing wireless network and distribute the internet around the home. The website was also designed to up-sell products and develop the brand.

In addition, BCQ also developed a variety of direct mail pieces and web banners that took potential customers to the web portal.

“The creative for the campaign was superb and hit the mark perfectly, with our new audiences achieving precisely what was required and more. We had very tight deadlines to meet and it’s testimony to BCQ’s account management, planning and creative teams that they could adjust to meet our aims. ”

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