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dock10

How do you allow Salford to compete with Soho?

dock10 is a leading provider of digital media services, and operates Europe’s most technically advanced HD studio facility. Many of the UK’s most-watched TV programmes – including A Question of Sport, Match of the Day and Dragons’ Den – are produced at dock10.

Our brief

“Help us increase our studio bookings by attracting an audience we’ve yet to fully engage with: independent production companies.”

A fresh campaign was needed to lure production companies away from their habitual stomping grounds in London. The challenge was twofold: raise awareness of dock10’s cutting-edge capabilities, and shift perceptions of Manchester as a production location.

Our brief

“Help us increase our studio bookings by attracting an audience we’ve yet to fully engage with: independent production companies.”

A fresh campaign was needed to lure production companies away from their habitual stomping grounds in London. The challenge was twofold: raise awareness of dock10’s cutting-edge capabilities, and shift perceptions of Manchester as a production location.

The delivery

  • dock10 faced strong competition from Soho and its famed cluster of post-production houses. Our campaign sought to position dock10 as a high-quality northern alternative that could measure up against London’s finest.
  • We kicked off with a tongue-in-cheek piece of direct mail: dock10-branded deckchairs. Inspired by the outmoded ‘grim up north’ stereotype and Ian Brown’s observation that “Manchester has everything except a beach”, the deckchairs were delivered to top prospects.
  • They were accompanied by Revolut10n, a print publication celebrating Manchester’s status as a creative and cultural hub, and touting with the extensive capabilities of dock10. Branded merchandise and a social-media campaign bolstered the messaging.

The delivery

  • dock10 faced strong competition from Soho and its famed cluster of post-production houses. Our campaign sought to position dock10 as a high-quality northern alternative that could measure up against London’s finest.
  • We kicked off with a tongue-in-cheek piece of direct mail: dock10-branded deckchairs. Inspired by the outmoded ‘grim up north’ stereotype and Ian Brown’s observation that “Manchester has everything except a beach”, the deckchairs were delivered to top prospects.
  • They were accompanied by Revolut10n, a print publication celebrating Manchester’s status as a creative and cultural hub, and touting with the extensive capabilities of dock10. Branded merchandise and a social-media campaign bolstered the messaging.

Key results

  • The campaign took dock10 from low Q1 2015 orders to a full order book.
  • London-based independent production companies accounted for 10% of dock10’s bookings in Q4 2014. This rose to 50% in Q1 2015.
  • The campaign delivered a return against marketing spend of 1:220.
  • Revolut10n won an award in the copywriting category at the Roses Creative Awards 2015. It proved so popular that a second edition was commissioned.

Key results

  • The campaign took dock10 from low Q1 2015 orders to a full order book.
  • London-based independent production companies accounted for 10% of dock10’s bookings in Q4 2014. This rose to 50% in Q1 2015.
  • The campaign delivered a return against marketing spend of 1:220.
  • Revolut10n won an award in the copywriting category at the Roses Creative Awards 2015. It proved so popular that a second edition was commissioned.

Kind words and warm applause

“We hoped for improved awareness and engagement, and perhaps a few tentative enquiries from the campaign. Never in our wildest dreams did we expect a full order book for Q1.”

Kind words and warm applause

“We hoped for improved awareness and engagement, and perhaps a few tentative enquiries from the campaign. Never in our wildest dreams did we expect a full order book for Q1.”

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