Viking ‘Saluting the small business’
In order to secure media coverage for office supplier Viking – a leader in its field, but a relatively low-engagement brand – we decided to turn the tables and pay tribute to the client’s customers rather than the client itself. First, we conducted research to highlight the hopes and fears of small businesses. Secondly, we ‘celebrated’ Viking’s 18th birthday in Ireland by presenting a special cake to a number of selected customers including a toy soldier factory and an iconic garden centre. And finally, we teamed up with Newstalk radio to unearth stories of companies that give back to their communities. Our campaign, executed at a modest cost to the client, gained €130,000 worth of exposure for Viking – while also generating lots of goodwill in the process.