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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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Ready to start your journey Uppwards?

If you need an outside perspective to understand how great b2b marketing thinking can help your business get to the next level, then let’s talk.

hello@uppb2b.co.uk

Ready to start your journey Uppwards?

If you need an outside perspective to understand how great b2b marketing thinking can help your business get to the next level, then let’s talk.

Call   0161 786 8040 hello@uppb2b.co.uk
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