Signs in the style of missing pet posters were placed in strategic locations around each agency. Instead of a cat or dog, the posters featured photos of the targeted firm. Above the photo was the word Lost? At the bottom of the poster were a number of tear-off strips with a URL that directed people to a web page that displayed a personal greeting to them, while showing the reader LS:N Global’s credentials and the other agencies that were targeted.
In the days after the posters were put up, two ambassadors from The Future Laboratory visited each agency wearing lab coats. They handed receptionists or planners envelopes that had to be signed for, containing an LS:N Global poster and an invitation to book a free trial of the network.
‘We targeted these people in a way that was creative, cross-channel and fun,’ says Martin Raymond, co-founder of The Future Laboratory and editor-in-chief of LS:N Global. ‘This is in line with the LS:N Global product, which provides consumer insight, trends, market overviews and sections that are clearly underpinned with data and information.’
Recipients tweeted their reactions to the visits:
‘I’m being stalked by The Future Laboratory today. Men in lab coats in reception apparently. That frightens me.’ Nick Emmel, head of planning at DARE Digital.
‘Oh my! @LSNglobal are nuts! Just had top secret delivery from Jeremy in his lab coat! Whatever can it be…? ;-)’ Kirsty Saddler, planning director at BBH.
To learn more, or to book an online demo of LS:N Global, email Lucy Colledge at [email protected], or call on 020 7870 1995.