Title	DELOITTE PITSTOP
Brand	DELOITTE
Product/Service	GROWTH CONSULTANCY
Category	A01. Creative Data Enhancement
Entrant	BEGINR Copenhagen, DENMARK
Idea Creation	MOLAMIL Copenhagen, DENMARK

Name	Company	Position
Niels Alberg	Beginr	Creative Director
Peter Stampe	Beginr	Client Service Director
Joakim Norman	Molamil	Art Director
Mikkel Broge Hendeliowitz	Molamil	Designer

The Campaign

Many b2b-companies have calculators on their site and in their client meetings. That’s fine. The only problem is that most of these calculator as extremely boring to use and look at. So despite probably being very useful there is not that frequently being used. And not being use = not useful…no matter the quality of the content. But is the calculator showing GROWTH rather than SAVINGS that’s a start. And if it looks entertaining it can even become a success. Pitstop is a calculator turned into a game based on 6.2 million key figures transformed into gasoline to make small business owners – predominantly men – check what it takes to bury their competitors on the racetrack. A bit more entertaining than a classic calculator. Together with a group of business intelligence experts and senior accountants at partner level we develop an algorithm. This transformed the overwhelming amount of business data into a version so simple that users could engage with in the a Pitstop dashboard and with a few click simulate their future potential - and see if they could make the car race faster in the last lap of the race.

By combing several data sources we were able to deliver a user experience significantly different from how Deloittes Danish competitors engage potential clients. By the use of data from the financial reports for the company owned by the user we introduced a surprisingly personal introduction: Just by one click you could find your own company and we had helped calculate a clear average from the last three years financial reports. Add to this that Google Streetview generated a picture of their own company and that supporters were created based on their penetration in search engines. This made the experience even more personal and gave the user a strong incentive to take the data input serious – even though it was designed as a car race. This coursed a high share of the site visitors to give Deloitte their contact information in the end of the experience and it resulted in a click-through rate four times the benchmark.

Deloitte Pitstop was created to make owners of small and midsized companies interested in driving growth by the use of complicated business data. Most of the target group sees this as too complex for daily life and just straight up boring – so we had to be creative to engage them. We created a gamification entrance to the data by developing a car race where the speed of your car is determined by the performance in your key figure. 6.2 millions of the in fact – every time a user play a game to see if he can beat competitors.

Every time a user starts a race, Pitstop calculates 6.2 million key figures to define the speed of the three cars in the race. The data is drawn from different live sources including the open API from the Danish Central Business Register (CVR) and several other business databases and is based on the last three years financial reports. Pitstop is integrated directly into Deloittes CRM-system where permission and contact data instantly is added to create a new profile. When the user interacts with the dashboard in the Pitstop, we also track how he adjust the key figures which makes the following sales pitch much more precise and tailor made to the needs of the potential client. Finally the potential customer receives an email with the key figures for him, his competitor and the industry benchmark. Based on exactly his race and his chosen competitor – a piece of information making Pitstop not just fun but also valuable since he would normally be charged by his existing account to get these numbers.