Title	KINGSDAY CAMPAIGN
Brand	STAPLES EUROPE
Product/Service	OFFICE SUPPLIES
Category	A04. Use of Merchandising/in-Store Experience
Entrant Company	STAPLES EUROPE Amsterdam, THE NETHERLANDS
Advertising Agency	STAPLES EUROPE Amsterdam, THE NETHERLANDS
Production Company	TEN CATE CONCEPT Amsterdam, THE NETHERLANDS

Name	Company	Position
Lina Wharton- Hallen	Staples Agency	Head Of Campaign Development
Chris Barton	Staples Agency	Creative Lead
Laura Bury	Staples Agency	Senior Conceptual Copywriter
Andres Lohle	Staples Agency	Creative Designer
Fleur Dusee	Staples Agency	Agency Producer
Kim Wusten	Staples Agency	Campaign Development Manager

The Brief

The Marketing team and local client delivered a brief for a Kingsday 2015 campaign. The main challenges were: - NL database is old and saturated - Low brand awareness in NL -The B2C stores had just opened The strategy was to capture the essence of the event without stepping too far away from the Staples core product offering. The creative direction and give-away were to be relevant to the day and our business. The aim being to increase sympathy within the existing customer base, and provide an opportunity to interact with new customers.

Campaign Success

The campaign was launched in the two weeks leading up to Kingsday. It began with a social media offensive and was rolled-out in retail (with POS materials and print) and online (own and paid media). In the final moments before the big day a PR team hit the streets distributing free rolls of tape. Due to the fact that the campaign revolved around a specific date, 27 April, we had to ensure a timely and accurate execution.

Describe the success of the promotion with both client and consumer including some quantifiable results

Staples has recently restructured its business across all of Europe with the aim to align marketing activities in all 19 countries. There has also been a huge amount of work to develop social media platforms. The Kingsday campaign was the first integrated campaign in which retail and online featured a uniform look & feel across all media. The perfect opportunity to reach a wider and mainly younger audience. In the short duration of the campaign Staples achieved : • 10,000 rolls of tape were distributed • The video of the Staples Tape was a main succes. The video had an organic reach of 5,152 people and 2,129 views. • The Facebook quiz was played 2,500 times. • A total reach on Facebook, organic, of 200,000+ views • The store sales performed very well : 1310% increase compared to year.

Explain why the method of promotion was most relevant to the product or service

To warm up the social media community for Kingsday, Staples launched a Facebook quiz allowing you to discover your true entrepreneurial spirit. In-store we offered great promotions and discounts to facilitate selling and celebrating, for less. After all, Kingsday is the only day in the year when you are allowed to sell on the street without declaring it to the taxman. Thousands of adults and children become entrepreneurs for the day. Under pressure to claim their selling spot, and stand out in the orange crowd, they can use a little help. So we sent out a Staples PR team to distribute free personalized Kingsday tape to help people claim their turf. Staples also wanted to see their tape in action. In the weeks following the party, people uploaded their best Kingsday photos – the best one won an ipad mini!