Surcouf and Finaref Harnessing new technologies
The two partners have launched a highly innovative marketing campaign that incorporates new technologies into the product range and advertising methods.
IT retailer Surcouf has broken the barrier of 50,000 private label cards. To mark the event, from 16 April to 5 May 2007, the company teamed up with Finaref to create a collector’s card. With a limited run of 1,400 units, the card sported high-end graphics, including the Surcouf logo set against a black background. It came with special promotional offers, including zero-interest credit. The Surcouf collector’s card formed the centre-piece of an innovative campaign that incorporated new technologies into the product range and advertising methods, generating buzz through internet videos, blogs, discussion forums and a Bluetooth platform.First buzz campaign is successful
“Buzz is something that starts as a whisper and then swells and multiplies over the internet at lightning speed,” says Julien Gelot, who manages the Surcouf partnership. “The idea is simple. You start by posting an offbeat video on the internet. The message has to be short, punchy and original. These videos generally fall into one of three categories or rely on a combination of all three: gross-out, sexy or humorous, often with a very “British” slant. Internet users who like the video then link to it or email it to friends. In a few weeks, a good video can reach millions around the globe.” Pooling their creative talents, Surcouf and Finaref made their debut in the viral marketing world with three wacky videos (see inset below), a blog and a discussion forum. They were able to reach the young web-savvy audience quickly, effectively and cheaply. From blog to Bluetooth
The blog and discussion forum allowed the campaign to create a community of consumers around Surcouf and Finaref products. During the three-week card campaign, Surcouf organised special offers on 37 pieces of IT equipment, while Finaref rolled out a special payment facility.
Also during the campaign, an interactive in-store terminal sent text messages with promotional offers for the Surcouf card to mobile phone users with Bluetooth wireless technology. By using the multi-channel approach to the fullest extent for this initial campaign, Finaref showed its willingness to work with its partners as they develop commercially.
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3 videos on stoplestress.com |
 On the stoplestress.com site, viewers can play “the show that won’t make you blow your top!”. In this spot-on parody of a TV game show, a larger-than-life host and his bimboesque co-host invite the user to watch three videos showing how using computers can sometimes cause you to “lose your cool”. The highlight is a hilarious sequence in which “Edouard de Lyon”, plagued by a computer virus, turns his mouse into a nunchaku. The solution for keeping cool? Surcouf, of course! And the stress-relieving services that go with its card, such as anti-virus protection or a free in-store PC check-up. Side-splitting – and very persuasive.
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![FINAREF [back to homepage]](img/finaref.gif){kind=small}
