CATEGORY 15: Best limited budget B2B campaign
WINNER: Landmark Information Group
AGENCY: Birddog CAMPAIGN: ‘What did the Russians ever do for you?’
andmark Information Group is turned around within a month and on the very
L
Forty-five
Britain's leading supplier of land tight budget of £15,000. per cent of
and property search information.It To create an air of mystery and espionage,
clients attended
supplies digital mapping,planning and a specific style of copy was created to tell the
the party and
environmental risk information as well as story in an intriguing way,while providing
during the
geographic solutions. technical content to satisfy a professional
campaign,on
For over 50 years,the Soviet military and analytic audience.Creative was used in
one day,the
undertook a global survey to create accurate an email to prospects to act as a teaser and
number of
maps of almost every country in the world. warn them to keep the launch date free.
unique visitors
Over one million maps exist for the UK alone,
Secret service
visiting the site
dating back to the 1840s for 103 towns
A personalised invitation was sent to a
increased by
and cities.
group of top ‘secretski’agents to stir intrigue
2843.5 per
The collection offers an opportunity to
and invite them to a launch event at
cent.Thirty per
mapping professionals and consultants,
London’s Vodka Ice Bar.A ‘codename’for
cent of the
which allows them to analyse data at their
each guest had been written on the invites
emails sent
desks,giving them greater understanding of
using a UV pen,which was only visible under
after the launch
a site's historical land use.Landmark,
UV lighting.
were opened.
although already known as the industry
Actors at the party recreated an MI6
One of the
benchmark and used by 90 per cent of all
interrogation of the KGB operative who had
aims was to
environmental consultants,still wanted to
been captured on the streets of London.
generate ten
show its customers that they had added even
The spy was caught collecting information
press articles
more value to their existing service by
for the maps and questioned in front of the
within three
procuring these maps.
‘comrade’guests.
months of the
Mapped out Direct mail was developed to give
launch.Over 17 articles appeared including
Its promotion and launch needed to create in-depth information about historical maps
pieces in The Times,The Telegraph and
awareness of the Russian maps within the and how to purchase them.It was sent to a The Sun.Trade publications also covered the
environmental industry,thereby confirming database of customers using the same story such as Estates Gazette.Ten radio
Landmark's credentials as the only company creative as the invites,but they were also interviews were conducted including one on
to approach for historical maps.The launch offered the opportunity to win tickets for a the Radio 4 ‘Today’programme,and TV
needed to generate responses and encourage ‘Chelski’football game and the chance to join coverage appeared on BBC Manchester,
professionals to attend.It also needed to be comrade Abramovich in the stands. BBC South West and BBC South.
RUNNER UP: Broadsystem
AGENCY: Eulogy CAMPAIGN: ‘Lost’
B
roadsystem offers a range of multi- Winning treasure
channel marketing services.It decided The microsite provided a phone number for the
to guide its audience on a journey to last stage and once searchers had completed
demonstrate them.
the journey the channel communications came
The campaign aimed to use each area of
full circle with a ‘Found’letter telling prospects
Broadsystem’s service to showcase its
they were entered into the draw.The business
capabilities.So,direct mail led to SMS,which
development team then contacted prizewinners
led to email,which led to a microsite,which led
and other prospects while interest in the
to a phone call,which led to a fulfilment pack
campaign remained high.
and the chance to enter a free prize draw.At
prospect.Reward.Please keep a look out!’
Initial response was strong and grew in the
each stage data was collected and verified.
No corporate branding and no call to action
were included until the second piece of DM was
second week of the campaign.The target of
Start the search
issued on day three.
100 prospects following the entire campaign to
The campaign was based around the search for Timed to run simultaneously with the main
completion was achieved by day 13,with a
a marketing message which had gone astray. mailer,banner ads with a link to the microsite
total of 25 appointments made – 15 more than
Handwritten teaser posters were sent to the were placed on the websites,DM and digital
the original objective.To date Broadsystem has
target audience with the wording,‘Lost! bulletin.Those who had not begun their journey
gained five new clients which led to £75,000 of
Marketing message;valuable asset,last seen in after a week were reminded by email and
new business revenue,exceeding the objective
the wrong communication channel to the wrong invited to start.
of three conversions.
26
For more information on the winners, go to www.b2bm.biz/awards
Page 1  |  Page 2  |  Page 3  |  Page 4  |  Page 5  |  Page 6  |  Page 7  |  Page 8  |  Page 9  |  Page 10  |  Page 11  |  Page 12  |  Page 13  |  Page 14  |  Page 15  |  Page 16  |  Page 17  |  Page 18  |  Page 19  |  Page 20  |  Page 21  |  Page 22  |  Page 23  |  Page 24  |  Page 25  |  Page 26  |  Page 27  |  Page 28  |  Page 29  |  Page 30  |  Page 31  |  Page 32  |  Page 33  |  Page 34  |  Page 35  |  Page 36  |  Page 37  |  Page 38  |  Page 39  |  Page 40  |  Page 41  |  Page 42  |  Page 43  |  Page 44