AWARDS 2012 CASE STUDY: Category 11: ‘Dinoverts’ for Networks First by Marketing Options International
Networks First is a provider of managed network services. In 2011 it embarked on a growth programme, evolving the business, its services and its go-to-market strategy. Building brand awareness, almost from scratch, was a key objective.
Networks First commissioned Marketing Options International (MOI) to develop a memorable campaign that could cut through marketplace noise and quickly raise awareness. With less than £30,000 available for a six-month campaign, MOI had to deliver a very creative solution.
A major sales opportunity for Networks First is helping companies upgrade their networks to accommodate new trends like cloud computing and mobile devices.
MOI developed a new strap line: “Evolve your network with Networks First,” then built on the ‘evolution’ theme to create a multi-channel PR and marketing campaign around three humorous, ultra-low-budget videos featuring a trio of plastic dinosaurs.
The three ‘Dinoverts’ have been viewed over 1,300 times, and have been featured in Computer Weekly, Computer Reseller News and Information Age – online publications with a combined readership of 900,000 monthly unique visitors.
The campaign delivered a 37 per cent increase in unique visits to the Networks First website over the previous year. A fourth, specially-produced Dinovert won Information Age’s Innovation Award for Communications and Networking in April 2012.