Plantronics runs digital broadcast push

Plantronics, the manufacturer of headsets, has launched a six-figure digital broadcast campaign around 'Smarter ways of working' produced by Creative Direction.

The 'Smarter ways of working'campaign aims to promote sales of wireless office headsets through FT.com in the UK and CincoDias.com in Spain.

Planned and executed by Creative Direction Consultants, the campaign encompasses a mix of editorial content, audio podcasts and web TV with content also being syndicated out to a variety of other sites.

The campaign call to action is to a free headset trial offer, which is promoted via a campaign micro-site.

Traffic is being driven to the micro-site through a mix of e-DM, video and site banners.

In a marketing first, Creative Direction has also run the promotion on LinkedIn, the business networking site, to facilitate discussion and QandA sessions around the topic of 'Smarter ways of working'.

The campaign also features leading panelists from BT and Workwise Week and the Cordless Group.

Helen Brooker, Group Account Director, Creative Direction, commented: "The use of rich media formats has worked extremely well for us with this campaign - already we are seeing click-through rates far in excess of industry averages through our video MPUs.

"Broadcast has allowed us to deliver multiple messages in context of a wider harder-hitting business discussion".

Gina Mehmert, Brand Marketing Manager, Plantronics EMEA, commented: "Using LinkedIn has allowed us to geo-target specific business worker cities in the UK and Spain and invite those workers to learn more about our products and smarter ways of working through online discussion and interactive QandAs.

"This has proved a fantastic context for delivering out our product information in a more meaningful way".

This campaign is running in the UK and Spain and will be rolled out to three further countries from August 2008.

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