Title	DELOITTE PITSTOP
Brand	DELOITTE
Product/Service	GROWTH CONSULTANCY
Category	A06. Financial Products & Services, Commercial Public Services, Business Products & Services
Entrant	BEGINR Copenhagen, DENMARK
Idea Creation	MOLAMIL Copenhagen, DENMARK

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

The Campaign

Many b2b-companies place calculator at their site but often they are extremely boring to use and look at. So despite probably being very useful there is not that frequently being used. 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.

Creative Execution

Pitstop was developed as an autonomous sub site to deloitte.dk with the self-standing URL http://pitstop.deloitte.dk/ since it is not considered a campaign website but a new ongoing platform to engage with potential SME-customers in a new and fresh manner. The plan is to start enriching the site with cases, guides and other thought leadership content of relevance for growth. The campaign aired in a beta version during the soft launch in June to get early learning to improve the hard launch in October. This caused significant changes implemented to the current platforms. External media were used from June 13th and runs until November 24th including banner campaigns on Danish news and business sites, print ads, radio, Facebook, Twitter, LinkedIn and Instagram. The campaign was the biggest marketing bet from Deloitte Denmark for years and has been used as a global best case to all Deloitte marketing departments in the world.

By combing several data sources we could 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 gave a surprisingly personal introduction: By one click you could find your 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 search engine perfomance. This made the experience even more personal and gave the user a strong incentive to take the data input serious – despite being 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.

Every time a user starts a race, Pitstop calculates 6.2 million key figures to define the speed of the cars. 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. 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 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 accountant to get these numbers.