BINGO first creative campaign for best practices
BINGO first creative campaign for best practices
SAR Marketing Communication Association
Description
In November 2017 we publicated White Paper of Marketing Communication Industry (as a result of the Sectoral Dialogue initiated in 2015).
But in 2023 still we had the same challenges:
• the companies’ still increasing focus on maximising their own benefits at the expense of suppliers
• lack of awareness of mutual business benefits resulting from efficient attitude and partnership – based cooperation
• still high transaction costs, included advertising pitches
• lack of focus in tenders on long-term marketing effects
• tenders often without transparent rules
• bad standards and processes = wastes money and spoils the market
What is innovative about this initiative?
First creative campaign for best practices that engaged industry associations and real persons from our market: marketers (Orange, BNP Paribas, IKEA, HUWEI), procurement leaders (telecom Play, AstraZeneca) and agencies.
Goals:
• knowledge of simple rules (from White Paper)
• reducing tolerance for a market-damaging approach
Insights:
• by reaching for short-term benefits, we think we’re winning – but in fact we’re destroying the effectiveness of tenders and true business efficiency
• quasi-benefits are not real effectiveness – it’s just an illusion of winning
Solution:
• Using the popular BINGO format, we will show you that EFFECTIVE PITCH means EFFECTIVE BUSINESS
Impact
campaign results from 1st stage:
• 4.2 thousand video views and 3.7 thousand unique viewers (You Tube)
• 1 thousand unique visits on BINGO Landing Page
• over 40 thousand unique users saw the most popular post on Facebook
• over 1 thousand unique users saw the least popular post on Facebook
• over 4 thousand people saw the BINGO post on Linkedin
30 thousand video unique viewers on Linkedin
• lack of negative reactions in Social Media
• paid LinkedIn campaign – film was watched by 82 147 key marketing managers