HAP for Platronics, by Direction Group

Summary:

Not an immediately obvious business tool consideration, the use of headsets in the office place is still relatively low. The Plantronics Headset Adoption Programme (HAP) campaign is an acquisition/demand generation campaign developed to promote interest in and consideration of office headsets, and specifically to encourage the trial of one. Conversion rate from trial of headset to purchase is extremely healthy.

With so many different benefits of using a Plantronics headset, we targeted four distinct groups within companies with 250+ employees, and devised separate and relevant messages for each: finance, sales, HR and IT directors. The creative treatment was also refined for each target to clearly dramatise the four key benefits for our four different targets.

This campaign was designed for precision targeting of message and visuals which would talk to our targets clearly and immediately. A recent research project undertaken in Italy would filter through the communications and act as hard-hitting ‘proof points’ to support the product propositions.