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			Hasselblad Anniversary Campaign

Challenge Hasselblad is a Swedish maker of top quality camera equipment for professional photographers. In 2006 the founder of Hasselblad, Victor Hasselblad, would have turned 100. Our challenge was to celebrate this anniversary in a proper manner and at the same time make it possible to: Build a database with professional photographers Boost knowledge about new features Push product demos/sales for professional photographers Brand Hasselblad as best in class and enhance awareness about the development from analogue to digital position Solution To meet our objectives we decided to implement a strategy that would not only involve professional photographers in Hasselblad in a thorough, long lasting and sales generating way, developing the relationship, but also expose photographers to benefits and USP’s with the Hasselblad products, enhancing their knowledge about Hasselblad equipment. And last but not least we wanted to increase the professional photographers’ interest in and knowledge about digital photo equipment, especially among those who still primarily prefer analogue capture. Concept: Help Peter do an excellent job and win great gifts. – It’s Victor’s birthday but we’re giving the gifts.    We build the anniversary campaign around an online quiz universe where photographers are invited to act as mentors for the story line protagonist named Peter. He is a young photographer who gets certain assignments during 4 rounds in the quiz universe – which then generate questions to be answered by the participants. In each round the participants can win great Hasselblad gear. The story in the quiz universe:   “A celebrity chef wants to publish a high quality cookbook about his famous kitchen. He wants you to shoot the photos for the book. You assign young Peter to shoot the pictures. With your assistance he could do an excellent job – and give you several chances to win.“ The quiz enhances photographers’ awareness of Hasselblad product benefits and advantages by involving participants in the creative photo sessions rolled out in the story about Peter. The learning and entertainment elements are followed by a lead generating exercise: Participants have to fill in a questionnaire revealing their loyalty level towards Hasselblad, their brand preferences and their attitudes concerning the entire photo workflow. Furthermore participants can order product demos. This information is sent directly to Hasselblad dealers who will then take over the lead and close the sale. Before, during and after the rounds the participants get individualized e-mails presenting adequate argumentation for product features, so the attention span is prolonged, giving photographers several opportunities over a 2 month period to order a dealer contact, demos and/or brochures. Results 1870 have ordered product demonstrations or dealer visits (+374%) 4807 have ordered product brochures Total contribution margin: 21.000.000 DKK (+420% compared to target) Campaign costs: 1.500.000 DKK ROI: 14  (more than 4 times better than our target) Un top of this is added the value of a new database with 22.983 prospects with profile data plus the value of the fact that 22.983 photographers have updated their knowledge about Hasselblads new digital position.

Hasselblad Anniversary Campaign Oticon – Tego and the Hearwell family Statoil ”Dirt crusher” Statoil ”U-turn” – win back Janssen-Cilag – ”The Pain Dialog” Citrix: “Trivial Pursuit”