CATEGORY 10: Best lead generation campaign
WINNER: HP
AGENCY: Tidalwave CAMPAIGN: ’Test drive’
s the market for mobile office was highest.Digitally personalised direct mail
A
technology grows,suppliers drove recipients to a personalised website to
increasingly seek out business see the full range of ‘Test drive’products and
decision makers looking to kit out their staff select the one they wanted to try out.
with suitable equipment.Breaking into such A stylish aluminium case was created to
markets offered up potential for additional hold the hardware and brochure.Also
revenue,but required increased awareness of developed was the functionality of a new tool,
the advantages of purchasing Notebooks and which would support the campaign through
iPAQs from HP,particularly as it was not seen Tidalwave’s sister company,TWConnect.
as a strategic partner in mobile office When prospects visited the website to select
technology.The campaign was designed to the product they wanted to trial,TWConnect
packaged returns.
give HP a foothold in a lucrative market and automatically generated an email.This alerted
‘Test drive’was launched in July 2006 and
open dialogue with key IT and business the relevant HP account manager that a
ran initially until December with a budget of
decision makers in enterprise and corporate product had been requested,who the prospect
just under $200,000.In total,14 per cent
level organisations. was and what they had selected.The account
($28,000) was allocated to management and
The campaign focused on offering major managers then hand delivered the product in
contingencies and part of this has subsequently
decision-makers the opportunity to use one of the case.
been used to create incentives to ensure the
HP’s Notebooks,iPAQs or Tablet PCs as part
Follow-up call correct return of the products trialed.
of their day-to-day work – to take it for a ‘Test
Once the trial period was close to completion, So far the project has generated a 95 per
drive’.The 40-day free,no-strings-attached
another email was sent to the salesperson cent response rate in terms of unique site
evaluation would show that HP’s excellence in
reminding them to arrange for the kit to be visitors.Of these over 60 per cent took out a
account management,customer support and
collected.This gave them the opportunity to ‘Test drive’product.Cathy Jacques,PSG
personal relationships amounted to real value
discuss hardware retention and talk to the marketing communications manager for HP,
for money.
prospect about purchasing further hardware. says,“‘Test drive’exceeded all expectations in
Personal favourites The system’s flexibility allowed the terms of converted sales.It has now been
Targeting was critical.Account managers campaign to be fine-tuned as it went along,for extended until the end of 2008 and is being
hand-picked prospects where sales potential example introducing a reward for correctly expanded across the EMEA.”
RUNNER UP: HSBC
AGENCY: Intelligent Marketing CAMPAIGN: ’Jellybeans’
SBC has an award-winning business illustrating that everyone has different tastes in
H
banking division.However,increasing the same way every business has different
competition from RBS,Barclays and needs.Boxes were sent to 28,000 prospects
Lloyds TSB was causing it to lose its leading including personalised mail,four response
position in the segment.It needed to talk with options and a pack of beans.A second box was
MDs and financial directors banking with a then sent to 16,000 prospects containing a
competitor,emphasising why they should bank letter,a book and a large red jelly bean – which
with HSBC,and how easy it was to switch. was not for eating,but illustrating six key
HSBC decided to use something unusual benefits of banking with HSBC. response rate and a predicted ROI of 42:1,
and unexpected.Jelly beans were selected The campaign achieved a 25.4 per cent exceeding the target of 3:1.
HIGHLY COMMENDED: TNT
AGENCY: RCA CAMPAIGN: ’China’
T
NT is one of the world’s largest campaign to promote awareness of its work in China)’.A Chinese zodiac guide mailer was sent
express delivery firms.According to a China was developed. and prospects who registered online or
customer loyalty survey however, 2007 is the Year of the Golden Pig,a lucky returned a reply card received a set of Tai Chi
customers believed it was mainly European, year in the Chinese calendar which only balls (‘Relax’) or quality chopsticks (‘Picking
lacking experience to deliver worldwide. happens once every sixty years.2007 is also the best’).A microsite tailored for 32 countries
TNT has had a presence in China for 18 TNT’s 60th year anniversary.Two concepts included information about TNT in China and
years.To emphasise its global experience,a were selected:‘Relax’and ‘Picking the best (for TNT Services as well as an interactive game.
18
For more information on the winners, go to www.b2bm.biz/awards
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