Getac | 1:1 success leads to 1:Few

Getac is a leading solution provider of rugged laptops and tablets, software and accessories,

designed and built for workers in tough environments.

Account focus was a critical aspect of our strategy, which involved targeting a specific account to maximize our impact. BT (British Telecom) was selected as the preferred target, and three distinct audiences were identified: Operations and IT Directors, as well as Field Operations personnel.

This targeted campaign was designed to make BT understand the need for genuine rugged devices, rather than consumer models. The client also needed us to create a way for targets to arrive at a personalised product recommendation from Getac’s massive number of SKUs.

The creative was such a success that the campaign was later broadened and extended to include multiple industries.

The campaign brought in a more interesting (and themed) way to handle landing page navigation

What did I do?

• Took the insights report, created by our strategist team, and wrote the targeted value proposition for this campaign - including a narrative overview, message house, rationales plus the final value proposition and campaign tag line.

• Working with my Creative partner, we took the approved value proposition and created the concept for the campaign.

• I then worked closely with the senior designer to ensure the final artwork was cohesive and adequately reflected the client-approved concept.

The tagline, developed with the value proposition, was created with linguistic flexibility in mind

Key visuals were developed to reflect the specific industries that were being targeted

The campaign culminated in a 1:1 workshop with key personnel from the target account