Category Campaigns
Subcategory Promo campaign
Entrant agency New Black
Client Scandiweb
Brand Scandiweb
Product/service IT and e-commerce solutions
Release date 01.11.2016
Production agency Abnormal
Account director Kristīne Rasnača
PR Specialist Marta Karele

There are a lot of IT companies in Latvia. Demand for programmers exceeds supply provided by universities. Companies implement different communication and marketing activities to attract potential employees attention, it's hard to compete for attention. Scandiweb services are targeted to big ‘players’ of the foreign markets, especially the USA. The budget for PR and marketing activities, necessary to enter USA market is too huge for a small company to cover. Scandiweb decided to have a World Record attempt. The agency had to come up with a solution to create: - a local campaign to address potential employees (target - 50 publications); - a viral video of the attempt to create a buzz in foreign media (target - 150 publications).

Scandiweb decided to make a Guinness World record attempt in category Largest Rube Goldberg machine. It was planned as an event for participants and media only. After our detailed evaluation, it was clear that: 1.Attempts organised by private companies have less coverage in media than those, involving state institutions, municipalities etc.; 2.Big public events, involving volunteers and general public are more covered by media; 3.Attempts with serious focus are less interesting than whose involving elements of fun, entertainment or surprise. We decided to come up with a different approach, offering significantly bigger attention to the event – cooperation with Riga City Council in lightning up city’s central Christmas tree.

Integrated campaign in offline and online media had two phases - before the event, targeted at potential employees, and after the event, targeted at potential clients 1st phase messages: • A special Christmas gift is being prepared for inhabitants of Riga, • This will be one of the most spectacular and unique shows Riga has hosted. Purpose - generating buzz around the event and attracting the even bigger attention of the media and society. During 2nd phase we pitched more than 1500 media, offering the event video with following messages: -Developers create a huge Rube Goldberg machine and break the world record (tech media) -World’s largest Rube Goldberg machine lights up Christmas tree for Latvian city (entertainment media).

- 156 publication in Latvian media - 12 Prime-time TV plots on the main Latvian televisions - Event named as a surprise of the year in the annual LNT yearly news review - At least 625 publications in foreign media (75% mentioning client) - Thousands gathered to watch the event - 75K watched live broadcast - 333 volunteers applied - More than 350K viral video views on Facebook, 10K Likes, 5K shares and 1,1K comments - 378K video views on Guinness Wolrd Records Youtube channel - the record mentioned in 5 different Guinness Word Record marketing and PR materials without any additional charges - Scandiweb Facebook page results: 1,536,181 impressions, 382,971 Organic reach, 12,320 Engaged Users.