CATEGORY 17: Most commercially successful campaign
WINNER: HP
AGENCY: Tidalwave CAMPAIGN: ’Test drive’
esigned to give HP a foothold in the them to buy HP kit.
D
lucrative market of mobile office Targeting was critical.Hand-
technology,HP’s ‘Test drive’ picked prospects were sent digitally
campaign came in under its $200,000 budget personalised direct mail inviting
and generated $6.6 million in sales. them to view a personalised website
Cathy Jacques,marketing communications where they could select the products
manager at HP,says,“‘Test drive’has exceeded they wanted to try out.
all expectations in terms of generating Personalisation continued with the delivery
converted sales.As well as generating an of the hardware in its stylish aluminium case to
amazing volume in sales since its launch,there the customers’site by the HP account manager.
is also over $17.4 million in pipeline sales One IT manager at British Airways says,“The
was originally to run until December.The
currently at tender.”The results equate to an presentation of the package wins in a number
budget was allocated on the basis of 38 per
ROI of 120:1. of areas.There is the ‘wow’factor involved.
cent ($76,000) for packaging and products,
HP needed to increase awareness of the James Bond comes to mind.”
25 per cent ($50,000) for online,13 per cent
advantages of choosing its mobile hardware
Hand-delivered ($26,000) for TWConnect and 10 per cent
products in a market where its reputation was
The campaign was supported by a marketing ($20,000) for DM and brochures.The
based on imaging products.Although research
tool developed by Tidalwave’s sister company, remaining 14 per cent ($28,000) was
suggested that customers were not totally
TWConnect,which handled timing and allocated to management and contingencies
satisfied with their current choice of technology
logistics,automatically generating emails to and part of this has been used to create
supplier,familiarity,lack of incentive and
alert HP personnel when customers reached incentives to ensure the correct return of the
lethargy had made them reluctant to change.
particular stages of the ‘Test drive’.Delivery products trialled.Many of the costs were set up
Try before you buy and collection of hardware were arranged ones to be amortised to the campaign period.
Major decision-makers were offered the smoothly offering opportunities to discuss These included case tooling,the development
opportunity to ‘Test drive’one of HP’s hardware retention,and talk to the prospect of TWConnect functionality and the creative.
Notebooks,iPAQs or Tablet PCs as part of about purchase. So far the project has generated a 95 per
their day-to-day work.The 40-day free trial and Jane Zeal,marketing,strategy and planning cent response rate in terms of unique site
no-strings-attached evaluation demonstrated personal systems group,UK & Ireland at HP visitors.Of these,over 60 per cent took out a
HP’s product quality and customer support in says,“‘Test drive’has given us an exceptional ‘Test drive’product.The campaign has been so
the customers’real working environment.‘Test and unique sales tool,which is clearly delivering successful that funding for ‘Test drive’has been
drive’ was directly responsible for influencing real value in terms of ROI.” extended until the end of 2008 and the scheme
the decision making of targets and persuaded ‘Test drive’was launched in July 2006 and is currently being expanded across the EMEA.
RUNNER UP: TNT
AGENCY: RCA CAMPAIGN: ’World food’
NT has been an active partner of the
T
for €140,420 to help more than 5500 children
United Nations World Food through WFP’s school feeding projects.
Programme (WFP) since 2002.By The campaign aimed to generate optimism
publicising the relationship,TNT aimed not only about what could be done to combat child
to generate new business,but also raise hunger and concentrated on depicting happy
donations and new funding sources for WFP. children who had been helped by WFP.TNT
Estimated total cost for agency fees,
made a donation to WFP every time a
printing and fulfilment is around
customer chose it to handle shipments and
€230,000 –
market differences make an exact figure hard
customers were notified of the total amount by
to obtain where DM was printed locally – and
a ‘Giving certificate’at the end of the
the campaign was directly responsible for
promotional period.
generating over €12 million in additional
Activity focused on 41 countries so needed
revenue.Return on investment was 52:1,
to cross different cultures.While the messages
excluding the lifetime value of the traders.
remained the same,alternative images were
provided which TNT offices in other countries
Charitable donations
could use to give their version of the DM a
Not only was the campaign successful for TNT,
more local feel.
it also benefited WFP.After the campaign had
Marc Albani,TNT marketing & PR this campaign,which delivered a hugely
ended TNT presented the charity with a cheque manager,IBU says,“I was delighted with impressive ROI.”
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For more information on the winners, go to www.b2bm.biz/awards
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