Sontay sells new product with content marketing campaign

The Solution

Sontay and Fabrick worked together to devise a launch campaign that proved to be incredibly successful. The product was officially launched at the Smart Building Show, which placed the product directly in front of the target audience. Launching at the show also allowed Sontay to introduce the new product to existing clients, as well as potential new clients with the backing of industry-leaders.

A running campaign theme was created called ‘How Far Can You Go?’ which would effectively illustrate the wide range the new wireless sensors reached. The campaign was divided into three audiences: perspective clients, young children and adults.

In the children’s campaign, a competition was created for children to colour in a paper aeroplane. They were then promoted using LinkedIn, with an interactive poll for people to vote on their overall favourite aeroplane design. The winner won a Buyagift voucher for a Junior Supercar Ride.

For the adults, at launch and demonstration events, participants were invited to create a Sontay branded paper aeroplane and throw it as far as they could, with the longest distance winning an F-35B Jet Simulator Experience gift voucher. The winners from each event were entered into an overall winner’s league table, and the champion won a return flight to Perth, Australia – the furthest you can go from the UK in one direct flight.

For the third element of the campaign, participants were asked to take a photo of a Sontay branded paper aeroplane in the most interesting place they could. The winner was selected using a public poll on Sontay’s LinkedIn page.

Fabrick created a launch video for Sontay, from conceptualisation to delivery. It was storyboarded in-house, and included interviews with staff, leading industry experts and a breakdown of the technology and how it works. The video was then provided in four different languages to cater for Sontay’s unique, worldwide audience.