Campaign: Data analyst adds Cup gloss to stat creation

Following a nine-month B2B comms campaign this summer, Global intelligence software company Information Builders asked European retained agency Hotwire to raise UK brand awareness beyond trade media and boost sales of its product in Britain.

Campaign On The Ball
Client Information Builders
PR team Hotwire
Timescale June-July 2006
Budget Undisclosed

Objectives
To achieve standout in mainstream consumer titles. To provide the sales team with an interesting case study to demonstrate the ease of use and analytical capabilities of Information Builders' reporting tool.

Strategy and Plan
To create an eye-catching campaign, the PR team decided to piggyback World Cup fever and use Information Builders' technology to analyse some of the quirkier statistics around the tournament in Germany.

While FIFA was pumping out traditional data about the number of red cards given and corners taken, Hotwire paid a statistician to watch every match and analyse information such as the number of dives and tantrums, and players who blatantly did not know the words to their national anthem.

This data was organised by country and sent in weekly reports to sports reporters on the main nationals and men's consumer titles. All press releases stipulated that Information Builders should be credited as the data source, and contained details of how to access further information at a specially created website, informationbuilders.co.uk/ontheball.

Measurement and Evaluation
National coverage highlights included two double-page spreads in The Sun, and articles in The Guardian, The Daily Telegraph, Daily Mirror and The Independent, plus a weekly feature in lads' mag Nuts. The story also generated coverage in countries including the US, Germany and France, as well as in the Caribbean and Scandinavia.

Results
During the World Cup, hits to the Information Builders website rose from an average of 80 to 2,000 a day.
The ontheball section of Information Builders' website was ranked fourth in MSN's top 30 alternative world cup websites.

The company is unable to reveal how many sales came from the campaign, but marketing manager Dave Armstrong says: ‘Hotwire tapped into our desire to raise our profile by doing something different, yet still keeping a tangible link to our core business.'

Nuts sport editor Gershon Portnoi says: ‘The great thing was accessing the latest World Cup information on the website in a spreadsheet format.'

Information Builders offers firms a ‘quick and easy' analysis and data presentation service.

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