Esselte

The Client

Esselte is one of the world’s premier manufacturers of organisational solutions, bringing innovation, efficiency and style to the workplace and home. Esselte is a $1 billion office products company which has developed into a quality brand with strong recognition across Europe.

The Campaign

Esselte tasked Wyatt to develop a marketing strategy together with ideas to drive greater awareness of their ‘Ultimate File’ - a leading suspension file product aimed at both consumer and business audiences.

The Wyatt challenge was to find a way of differentiating the Esselte file and a means of generating interest and recall for the product in end users’ minds.

We decided to tap into social media with the creation of the Esselte ‘Ultimate Lunch Time Confessions’ campaign, looking into what people really get up to on their lunch breaks. Wyatt designed, hosted and managed the campaign Facebook page encouraging people to confess their juicy lunchtime sins. The awareness of the page was generated through a series of launch press releases and placed competitions within over 20 target media, including Chat, Pick Me Up and Daily Express.

The Results

Several hundred 'confessions' were posted onto the Facebook site and over 2,000 new contacts and potential customers were generated from the online competitions. The PR coverage reached an estimated 2 million people in six months and the value of media coverage was more than three times the budget investment.

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