CATEGORY 7: Best use of creative
WINNER: Canon
AGENCY: Tidalwave CAMPAIGN: ‘Diet’
T
here is widespread apathy amongst consciousness.High calorie snacks were and were encouraged to click onto the
business users towards the cost per equated with unhealthy expense and low calorie campaign page.
page of colour printing.Customers food with economy and efficiency.Both related To date,the activity has generated over
tend to buy desktop printers as and when their to the health of the business and the bottom line. 1200 leads amounting to a revenue pipeline
printer needs replacing or print requirements Desktop lasers were ‘high calorie’and of £7,296,000,predicted to convert to
expand.Such printers are cheap,but have high users encouraged to employ a healthier print £2,188,800 in sales.The direct sales teams
running costs of which users are unaware. strategy incorporating ‘lower calorie’MFPs. and reseller channel have also generated
Print is not a priority to IT managers and is The key proposition was the message,‘all 644 sales equating to £5,150,000 revenue.
seen as a hassle and a problem to the users. things in moderation’. The campaign page received over 155,000
Financial directors rarely recognise print The campaign was made up of a unique visits.
inefficiency as a route to cost savings. combination of email,DM pieces,online Amy Budd,head of CBS communications
The objectives of the campaign were to advertising and sales incentives.Activity was for Canon,says,“The web strategy has far
educate the audience about how much they planned over a five-month period to continue surpassed all previous campaign results.We
were paying for colour on existing desktop laser reinforcing the message and ensuring prospects have seen a 16 per cent response rate on the
printers and demonstrate the cost savings by would be targeted several times with multiple jellybean mailer which is unheard of.”
deploying a balanced print strategy.By this, touch points.
Tidalwave aimed to encourage customers to
Diet tips
formalise a print strategy and encourage
It was launched with a teaser email to
consideration of Canon’s new colour
35,000 contacts followed by a
multifunctional printers (MFPs).The target
2D jellybean-covered mailer.The
audience was 35,000 IT managers and finance
top 5000 target customers also
directors in medium-sized organisations with
received a 3D mail pack
100-500 employees.
containing jelly beans in 50
Sweet and simple flavours to test their willpower.The
As deliberations about printing are not usually concept of ‘Diet,’was emphasised by
exciting,the campaign needed to make the dull punning weight and cash (£s and lbs).
interesting and the complicated simple.The Four versions of the online banner also
solution was to use the analogy of diet and drove the audience to the site.In addition,a
illustrate the campaign with images of coloured game encouraged interaction.Users navigated
sweets and other healthy and unhealthy foods. a hungry monster through a track of fatty food
The importance of good diet is high in the public and fruit.If they ate too many treats they lost
RUNNER UP: GM UK fleet
AGENCY: BMB CAMPAIGN: ’19,186’
M UK Fleet is responsible for Puzzle challenge The puzzle had 19,186 possible solutions
G
marketing and sales of Saab,Vauxhall The mailing included an interactive puzzle and recipients were challenged to find just one,
and Chevrolet vehicles to fleet challenge,the Bedlam Cube,which was linked or call GM UK Fleet for assistance.The phone
customers.Winning customers from to the creative.The outer box simply said, number was on the cube.Three brochures were
competitors is vital and although brand ‘19,186’.When the lid was opened,the cube included providing information about the model
awareness is high,individual models undergo was revealed with a statement quantifying features and leasing rates.
constant improvement.Keeping those not on GM UK Fleet’s ability to be placed as the Calls raised 265 sales appointments and 24
the regular mailing database aware of the fleet managers’ test drive appointments,while 87 recipients
changes is a constant challenge. one solution. agreed to both.In a market where getting fleet
The firm wanted an eye-catching mail decision-makers to take a call is regarded
campaign to target decisions makers that were as an achievement,the mailing was particularly
not considering Vauxhalls and Saabs for their successful as it also generated inbound calls
fleets of 25+ vehicles.To do this it needed to from prospects.
communicate the benefits of the new ranges. Linda Unsworth,communications
A mailing list of 6482 companies was manager for GM UK Fleet,says,“With its
compiled by specialist research agency BMB. balance of creative and the rational,this
The mailing needed to create a reaction and mailing achieved every objective.As the
become a talking point within the office to break results show,it paved the way for the
the ice for the phone follow-up. prospecting team.”
For more information on the winners, go to www.b2bm.biz/awards
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