Spreckley differentiated Tollit & Harvey from other stationery manufacturers; to promote the Europa brand without focusing on the standard benefits of stationery, and to position the brand as innovative.
Spreckley approached leading graphologist, Diane Simpson, to provide expert advice on the art of doodling. Graphology enables the detection and assessment of key personality elements such as ambition, energy, sociability, adaptability, and sensitivity through the analysis of doodling or handwriting. Diane, who is on the board of The British Academy of Graphology (BAOG), helped Spreckley formulate the content for the campaign.
Spreckley issued a survey asking for participants to doodle throughout the working day and include details of when and where the various doodles took place. This information was collated and sent to Diane to analyse. Diane broke down the various doodles into five doodling stereotypes:
Diane also provided Spreckley with a quote to use on press releases, marketing materials and include on the website.
Spreckley used the information provided by Diane to design an attention grabbing ‘Doodle Guide’, which was the focal point of the campaign. This was available to download from the Tollit & Harvey website and includes an in-depth analysis of the results of the survey. Through the Doodle Guide, Tollit & Harvey was able to educate potential and seasoned doodlers on the ‘ins and outs’ of doodling, highlighting key issues such as the importance of the placement of doodle on the page, the pressure used, the various popular shapes and choices in ink colour.
A press release was drafted directing readers to the Doodle Guide on the Tollit & Harvey website and was sent out to the national newspapers, regional radio stations, consumer women’s magazines and then the secretarial and office trade press.
The campaign was a massive success with coverage achieved across range of key publications, resulting in an impressive 15 live radio interviews including a slot on the popular channel, LBC Radio. It also achieved coverage in The Guardian, Office Secretary and a double page spread across 20 regional newspapers. Most importantly the website hits increased by a whopping 250% with the Europa brand mentioned repeatedly. Over 2,500 Doodle Guides were downloaded from the site.