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We launch customer relationship campaign for Logitech
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Inbox Digital launches new digital customer relationship campaign for Logitech
Six Month European Programme to Support Logitech’s Cordless Keyboards and Desktops Ranges
Today a new European digital customer relationship campaign was launched, supporting Logitech’s cordless keyboards and desktops category. The Logitech Cordless Desktop campaign was created by digital communications agency Inbox Digital - a member of Digital Marketing Group plc, the AIM listed digital direct marketing company. The campaign’s launch is marked by the release of a new viral game found at www.ballbalancer.com.
Inbox Digital was appointed by Logitech earlier this year with the brief to develop a six-month digital communications campaign for Europe that would drive awareness of Logitech’s cordless keyboards and desktops category, identify and segment customer prospects and ultimately increase purchase interest and overall category value. As a result, the agency created the Logitech Cordless Desktop campaign which includes a series of three viral games to be launched at key stages throughout the campaign. and which will drive registration to Logitech’s monthly newsletters and www.explorecordless.com microsite, also created by Inbox Digital.
The first of the viral games – ‘Ball Balancer’ - challenges the player to use their mouse to balance and navigate a ball on a vectorised version of Logitech’s premium diNovo Edge keyboard, aiming at the goal keys as they navigate through 50 perilous levels avoiding missiles, collecting bonus points and extra lives and braving the dreaded ‘Reverse’. Highly addictive, its design reflects that of Logitech’s most stylish keyboards and desktops and targets all key Logitech audiences, from the ‘enthusiast’ and ‘practical embracer’ to the ‘techie’.
Players are driven from the game www.ballbalancer.com through to Logitech’s www.explorecordless.com microsite to learn about and explore the latest Logitech Cordless Desktop range. A prize draw to win the ultimate Logitech collection worth over €1000 encourages prospects to register and take part in a short attitudinal survey looking at the use of various communications and frequency of media-based activities on their home PC.
Prospects who register and complete the survey are then sent a series of dynamically generated email communications that are built "on the fly". Based on their individual responses, a set of complex data rules creates a personalised communication stream that is automatically time triggered. Each prospect receives four fortnightly emails with content that is both prioritised and relevant to their own needs, serving up a combination of product attribute messages together with associated keyboards. In total, this solution creates over 700 different possible content variations - creating the ability to deliver highly targeted and relevant messaging in a very cost effective manner.
The game will be supported with coverage in Logitech’s December newsletter and on the Logitech homepage www.logitech.com, followed in January 2007 by a homepage banner as well as a desktop alert to Logitech’s database of users.
Garreth Hayes, European Product Marketing Manger at Logitech says, “For this important campaign Inbox Digital has brought together superb thinking and creativity to capture behavioral data that will allow us to us engage our target audiences in a meaningful dialogue through timely, targeted communications. ‘Ball Balancer’ is a cerebral viral game and microsite which kicks off the campaign in style engaging the broad target audience and encouraging them to discover how Logitech Desktop Cordless Desktops can enrich their digital experience – stylishly.”
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