PPB February 2021

Business-to-Business Programs Gold Winner Gold Winner Distributor: Brandscene Type Of Client: Employee recruitment platform Target Audience : Existing and prospective company clients located in Australia, New Zealand, Canada and the UK; 250-300 people per event Primary Objective: Supply branded merchandise for employee recruitment events held in Australia, New Zealand, Canada and the UK that would be kept as reminders of the brand. Total Cost: $21,000 AUD Strategy And Execution: The client team needed assistance in selecting and providing promo products to each global office for different-sized recruitment events. The products chosen needed to be those that would remain on recipients’ desks to continue to remind them of the client brand. This project presented the challenge to supply event merchandise suitable for recipients in Australia, New Zealand, Canada and the UK. The events all aimed to achieve the same goal, however the demographics and business climates across all offices were different. In the past, the distributor had supplied custom print notebooks and pens to match the corporate green, but this time they were restricted by a tight timeframe. Instead, the distributor selected a hardcover notebook at an ideal price point and matching color that suited the needs of the entire team. They also found pens in the same tone that paired perfectly with the notebook. In previous years, the distributor supplied glass or aluminum water bottles, but to meet the budget on this project, they recommended a plastic bottle that could be ordered in bulk. The addition of a reusable tote bag ensured all attendees would leave with their gifts and allowed for additional brand impressions as the totes were reused on weekend grocery trips. Results: The event merchandise was a great success and drew numerous compliments from the client’s internal staff and attendees. The distributor impressed the client by not only meeting their timeline but their budget as well. Distributor: Brandscene Type Of Client: Food-delivery app and service Target Audience : 200 restaurants that partner with the delivery service Primary Objective: The company required branded merchandise that worked with and capitalized on their award-winning, celebrity-filled media campaign. The campaign billboards, posters and commercials were hugely identifiable and successful. The company wanted to piggyback off this success and also give a gift that would be used by the restaurants using their platform. Total Cost: $4,425 Strategy And Execution: The client’s team wanted to make an impact with a cost-effective gift reminding their prospective partners of their brand and current campaign. When collaborating with the client, the distributor was mindful of the need to refer to their digital banners and content. In discussions, it was decided to move away from traditional print media and to present the gift: tea towels imprinted with the campaign message, “Tonight I’ll Be Eating …”, presented in a laminated paper bag paired with branded decals and phone wallets. In a tight, three-week timeframe, the price point was identified and the distributor worked with trusted suppliers to get the items delivered to their office, assemble the gifts bags and deliver them to the client for distribution. Results: The campaign’s execution and the distributor’s ability to adhere to the client’s strict brand guidelines made for a very satisfied client. The tea towels were also more popular than expected. Restaurants initially were sent one of three versions of the artwork but some restaurants wanted all three versions. This led the client to consider the tea towels as a bit of a collector’s item. FEATURE | Pyramid Awards: Client Programs 20 | FEBRUARY 2021 |