Tested in real life
Campaign strategy and insight
We spent time getting close to OtterBox's target customers and understanding its sales approach in Europe. We also looked at what competitors offered. A key research insight was that tablets and handheld devices are expensive and it's a headache – not to mention costly – for educators and businesses to replace them due to accidents and damage. OtterBox's protective solutions are not the cheapest on the market, but they are incredibly robust and trustworthy. We recommended majoring on the value, savings and peace of mind organisations could achieve by investing in proven and tested OtterBox products.
Creative concepts
We presented three creative concepts to communicate the strategy. After discussing the rationale and impact of each, the client chose our favourite - 'Tested in real life.' This worked across all three languages and gave us a strong platform to show trustworthy OtterBox products saving the day in real-life situations that the target market could easily relate to.
Videos
With the concept agreed (and everybody really excited), the Squaredot team turned its attention to the assets OtterBox needed to attract the attention of B2B customers via a range of media. The centrepiece of the campaign was engaging video content - two sixty second videos were produced, one for the education audience and one for commercial business customers.
These were also supplemented by shorter 15s and 6s versions for more targeted use on social media and in online advertising. All videos were created in 3 different formats in line with best-practice for cross-channel use, and 3 localised versions for the UK, German and French market. Staggering 60+ video assets.
We also captured a series of still campaign photography on the same shoot, giving us a full range of on-brand images for a bold and beautiful suite of communications.
345+ pieces of content & promotion assets
For both verticals, we also produced:
- landing pages
- articles
- ROI documents
- product brochures
- case studies
- display ads
- social media posts, including copy images, gifs and carousels
- marketing emails
All of these were created in two localised versions for the French and German markets. Altogether, 345+ separate content assets.
"The content Squaredot produced is exceptional - we were so impressed by the quality of the video and product brochures." says Grace.
Project management - delivery on time and budget
With the scope of different assets delivered, it was a wide-scale project that required forensic project management. Grace says, "The planning was challenging and intense, for content production and planning all the assets. The Squaredot team was super-organised and took care to keep everything under control and meet our launch dates. They went above and beyond to make sure we hit deadlines, even when another partner agency of ours dropped out of the process at short notice."
Campaign execution
We built a campaign execution plan, including strategies and planning for advertising and media to get the content out in front of target audiences. With the content treasure chest fully stocked, OtterBox used its existing media and distribution teams to execute it.