It handed eclat Marketing a brief to run a PR campaign to support its positioning.
To gain national media exposure for SurfControl and position the company as internet and e-mail management specialists. To target the UK media.
Strategy and Plan
The national 'E-mail Ethics' survey was created and the project managed by eclat, which handed the commission to NOP World. This was to be the first piece of research into how employees use e-mail in the UK's eight largest cities, and was to be used to create a talking point.
A 'teaser campaign' was rolled out two weeks before the findings were announced. Full UK and city-versus-city comparisons were provided to the press to promote regional and national interest.
An embargo was enforced until 5 March.
Measurement and Evaluation
The major talking points were achieved and much play was made of the Moore/Sixsmith e-mail debacle, such as how employees use e-mail to back-stab, further their own careers, and send racist, sexist and pornographic material.
Offending via e-mail became known as 'e-moral behaviour', a phrase created by eclat and used extensively by national and regional media.
The Guardian, BBC Radio Five Live, BBC Online, Scotland Today, the Daily Express, Good Morning Scotland, GMTV News Scotland, all eight cities' numerous commercial and BBC radio stations, The Financial Times, the Evening Standard, IT and business trade publications provided coverage.
Based on audience and readership figures from two media auditing firms, 24 million-plus opportunities arose to see and hear SurfControl on the key dates 5 and 6 March.
The campaign has gained 40 pieces of press and broadcast coverage to date on TV, radio and print, including 30 press interviews.
SurfControl's positioning has been enhanced but there are no sales figures yet that can be tied in to the achievements of the campaign.