Case Study
Filofax
Establishing a cult
Ever felt your work life balance is out of control? Ever felt other people run your work life? Ever felt your addition to Blackberry unhealthy?
Let us introduce you to another way, the Filofax way. A place where, customers evangelise about how the paper based product enables them to achieve a work life balance whilst metaphorically putting two fingers up to out of control PDA revolution.
It was this cult-like devotion that inspired their first major campaign for several years.
Starting inside the company we created an internal doctrine - a manifesto and a home (ww.itsawayoflife.info) - we educated first the staff and then customers on how to achieve the perfect work life balance.
Next step was to take our message to the next generation of followers at a time when they didn't want to think about work - lifestyle weekend press and then followed up with the message when the work head was on - commuter stations and coffee shops.
Filofax sales have gone through the roof and the cult is growing
