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OTE, OgilvyOne and OgilvyAction put Greek SMEs on the radar of potential clients in the UK

Posted by: Ogilvy Action

Date added: Mon 30 Jul 2012

The ‘OTE Business Double Play’ campaign was devised to communicate OTE’s key proposition - ‘your business can reach as far as its communication.’

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OgilvyAction were briefed to create an activation idea that targets Small Businesses in Greece, inspired by OTE's Above The Line (ATL) campaign that brings an optimistic voice to business during these tough economic times. And through the activity bring to life the brand proposition that 'Your business can reach as far as its communication' by activating the campaign in the UK.

OTE wanted to generate awareness of their Small Business service amongst Greece's SME community and to activate the ATL campaign in the UK through an event that breaks down global boundaries. They also wanted to generate leads amongst SME's for OTE's sales team and to establish OTE as a global communications provider.

The proposition of OTE Business, the corporate service from Greece's largest telecommunications company, is 'Your business can reach as far as its communication'. In their humorous and hugely successful TV campaign, a typical Greek island fisherman easily handles the exports of fish to a fancy London grocery store.

With the brand proposition and ATL work in mind, OgilvyOne Athens worked with us at OgilvyAction London to develop an impressive interactive activation that would add a new level of depth to this fully integrated campaign.

More than 1,000 miles away from Greece, we placed an interactive billboard right in front of one of London's most iconic landmarks - Tower Bridge. It was a location that the world's biggest corporations would buy media space on a flash. But they couldn't, because we put it in the hands of Greece's SME owners.

Owners that visited an "OTE Business LIVE" website simply completed a simple form, choose an artwork template and created an outdoor advertisement for their business. It then appeared live on the London billboard through a live streaming video connection. The moment their ad went 'Live' a camera took a high-resolution image and automatically sent it to their email address to prove their business had reached London.

For 10 days with 8 hours of live video streaming every day during that period, around 8,000 Greek SMEs advertised via the interactive billboard. It was a beautifully simple idea, and one that captured the power of the ATL campaign while inspiring and engaging the owners of SMEs.

The Results

7,900 Ads were created (approx 98 Ads per hour) with data collected for each and there were 79,393 visits to the website whilst the activity was live -- the average time on site 4 minutes 30 Seconds. There was a total viewing time of 7,725 hours.

The work gained TV coverage with mentions on Skai TV (one of the largest media groups in Greece): 2X23/11 , 2X 24/11 and a Reporter on site from Ant1 TV 26/11.

There were Radio Interviews on ΒΗΜΑ, REAL and ΣΚΑI (3 of Greece's largest stations) and mentions on the following radio stations: ΣΚΑΙ, REAL, FLASH, 9, BHMA, BEST, KISS, ROCK, RED, NITRO, ΡΑΔΙΟ ΘΕΣΣΑΛΟΝΙΚΗ,ΚΟΣΜΟRADIO, PLUS (Nationwide Coverage).

It also featured in Athens Voice, Lifo (2 of Athens' largest free publications) and DOWN TOWN and online at YUPI.gr, AthensVoice.gr and Lifo.gr

The client was very happy with the work 'The project was a great success! We got radio, TV, Online PR coverage beyond all expectations!'

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