Eaton: “Claw-O-Matic” Campaign
Challenge
Eaton, a challenger brand in a market dominated by APC, needed to increase awareness among IT professionals, grow brand preference and generate leads.
Strategy
Together with the teams at Jack Morton and Rivet, we studied the target and learned that there was much more to them than their demographics. We were talking to witty and sarcastic individuals, who find humor in those that aren’t as technically savvy as themselves. They tend to be shy and video games are a big part of their lives. Building on that insight, the Jack Morton team created an online version of the classic claw game. Once registered to play “Claw-O-Matic”, the players got 3 plays a day, motivating them to come back day after day. Each play started with a fun fact about Eaton. We drove registrations using digital display banners and emails, with the targeting, segmentation and list rental strategy as well as Rivet’s development and deployment of the emails falling under my leadership.
Results
- 69,307 registrants (60% were net new leads)
- 5K individual game plays (almost every player played more than once)
- 15.26 average plays per player
- 18% lift in familiarity with Eaton offerings
Olie Navrotska 