TitleEaton Desk Toy Decision
Agency
Campaign Eaton Desk Toy
Advertiser Eaton
Brand Eaton
Date of First Broadcast/Publication
Story

Overview
Eaton’s Power Quality products are only needed by IT professionals when they fail (every 3-5 years). Eaton wanted to find a way to keep IT professionals engaged and familiar with the brand year-around.

Insight and strategy
Selecting the right power quality brand every four years can require just as much research, be just as hotly contested and take just as much consideration as casting a vote in the presidential election. And IT professionals don’t buy power quality equipment based on technology and specifications – they’re looking for brands that they have trusted and enjoyable relationships with.

Idea
Introducing Eaton’s Desk Toy Decision. A tongue-in-cheek election that took place concurrently with the US Presidential Election, where IT professionals voted for the desk toy candidate that most closely represented their (business) challenges, (vendor) values and hot button (IT) issues.

Experience
Desk toys jumped out of their IT pros’ cubicles and into a mock-presidential race, attempting to curry IT professionals’ support through stump speech videos, slogan bumper stickers and live chats to become the voice of Eaton’s marketing campaign, which has been running with an existing cast of desk toy characters for the last five years.

Votes for one of three desk toys that were “campaigning” were cast online by IT professionals. Those who voted for the ultimate winner of the election won their own replica of that desk toy for their workplace.

Along the way, voters were encouraged to engage with the candidates. A Candidate Matchmaker tool gathered information about IT professionals and their priorities in the spirit of matching them with a candidate who shared the same values. Meanwhile, Eaton was progressively profiling its prospects with incremental data capture. Voters were also encouraged to learn more about Eaton’s products and solutions through the voting experience, building familiarity with the brand.

Result
  • 353% ROI 
  • 15% increase in brand familiarity 
  • $2.4M in sales potential 

At the end of Desk Toy Decision 2016, the real winner was Eaton.

Media Type Case Study
More Information http://www.jackmorton.com/work/electing-eaton/

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