How to get in the head of your audience and encourage purchase
- Project Details
- Category: B2B
- Client: Plantronics
The Plantronics Headset Adoption Programme (HAP) campaign was developed to promote interest and consideration of headsets within the office environment. The key was to encourage trial, as we knew from past activity the conversion rate from trial of headset to purchase is extremely healthy.
With so many different benefits of using a Plantronics headset, we targeted four distinct horizontal job functions within companies with 250+ employees,and devised separate and relevant messages for each: Finance, Sales, HR and IT Directors.
The creative treatment was also refined for each target to clearly dramatise the four key benefits for our four different targets. The headset productsfeatured prominently through the creative, with a twist that each headset was retouched to highlight a key benefit.
Sleek, sexy and supremely high quality shots were intrinsic to this campaign’s success in a dry and functional marketplace. Where much of Plantronics previous creative has been very rational, we added a more aspirational attitude, connecting emotionally to the heart as well as the head. The HAP campaign ran across 7 key EMEA regions and was translated into French, German, Italian and Spanish.