Stack, Shut, Done

Acco

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Task

To create digital content to support the online sales and lead generation process for global office products company, Acco Rexel.

Facilites Managers and Operations Directors at blue-chip organisations across Europe often command huge budgets, and yet they’re subjected to surprisingly unsophisticated marketing and sales approaches from the major manufacturers and suppliers.

Insight

By treating business decision makers as high end consumers we are more likely to provoke an emotional response, creating the opportunity to then present the rational supporting messages.

Solution

We began by creating a series of short films which set a premium position for Acco’s office products. We translated the films into 8 languages for use across Europe, The Middle East and Africa.

Social media, embedded content into HTML emails, and links through from digital display advertising and third party sites were then used to ensure that the content was delivered to the right B2B decision makers as part of a co-ordinated approach with the direct sales teams.

We also created and produced a 30 second viral ad focusing on the time-saving benefit of the range, co-starring Aiden as our bumbling office worker, whose previous role was alongside Daniel Craig and the Queen in the London Olympics Opening Ceremony film, watched by 27m Britons!

Results

Market share has more than quadrupled in just two years since the launch, with the Rexel Automatic Shredders now accounting for more than 20% of the entire market.

“The global growth of this range has been phenomenal and we are seeing a significant shift from manual to automated shredding.”

Mike Stranders
Director of Global Product Marketing
Acco Brands

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