B2B Awards 44pp Brochure:12-22 B2BM Awards 07 44pp.qxd 30/10/08 12:46 Page 20
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Category 10:
Best product launch campaign
Winner: Symantec
Agency: Base One Campaign: ‘Endpoint launch’
S
ymantec offers infrastructure software involved timed typing games
to businesses and consumers. The with the message that users needed to
release of Endpoint Protection 11.0 train their fingers to move faster to
software was its biggest product launch in keep up with the newly-efficient
years. The software bundles five IT computers. Photorealistic images, a
protection technologies into one convenient mini stadium set and rigorously-tested
package, so the campaign was based on the typing games made Finger Athletics
concept of ‘The one solution’. entertaining and challenging enough to
The campaign needed to create keep users coming back.
awareness of the software, communicate It was impractical for delegates from
its benefits, persuade the audience 17 countries to attend a physical event,
to register for channel and end-user so the launch was accompanied by an
launch events and motivate users to had a stripped-down look to online event, which included:
download trial software. The target accommodate lots of interactive • Live video streaming of presentations
audience was channel agents, resellers content. by key Symantec personnel
and end-users in small to medium-sized Two viral games were also created: • Real-time chat with Symantec experts
enterprises across Europe, which meant Superhero and Finger Athletics. • Live forums for 1400 attendees from 17
motivating them to sell the product, Superhero tapped into the competitive countries
helping them target different types of spirit among resellers and distributors, • Content in four languages
potential customers, as well as making and drove registrations to the local
the selling points clear. It was also launch events in each country. The Results
important to communicate with the end- channel players could personalise The web was the only media used
users directly and personally, through their hero by uploading a photograph, for the campaign. The entire launch
microsites, online games and a live choose from a range of costumes exceeded budgeted targets sales
virtual event. and superpowers, and then see how by 12.7 per cent, while direct
they stacked up against other players. end-user sales increased by
The drive is in the detail Each superpower had a link to an 18.5 per cent. Local launch events
‘The one solution’ microsite needed Endpoint benefit. filled up so quickly registration had to
to be all things to all people. To make Finger Athletics emphasised close early. The target for registration for
the interface dynamic, a Flash Endpoint’s lower systems requirements the virtual event was exceeded by
introduction directed users into providing better productivity as the 33 per cent and over 1000 people
content areas. All online material computer became more efficient. The idea played the superhero game.
Runner up: Corus Colors
Campaign: ‘Confidex sustain’
C
onfidex Sustain is a guarantee that Advertising was targeted at major
covers the durability of Colorcoat’s construction journals, and seminars held in
pre-finished steel product and makes Manchester, Dublin and London were used
the steel building envelope carbon neutral. to reinforce Corus as the voice of authority.
This campaign aimed to raise awareness The sustainability theme was carried
of its value; secure 30 registrations in the through with presentations on memory
first year; reinforce Colorcoat’s sticks and wind-up mobile phone chargers.
sustainability credentials; and work with Key journals were briefed about the
supply-chain partners to deliver a offer and the credentials of Corus. As a
consistent message and achieve deeper result, 18 editorial pieces plus local press
market penetration. coverage appeared throughout the year.
The campaign began with a launch to
supply-chain partners consisting of Results
presentations and face-to-face briefings. A Corus was accepted as the leading industry
brochure, registration form and 46 system expert on sustainability and invited to
environmental product declarations were supply five speakers at industry
printed and the Colorcoat calendar used as conferences. A leading environmental body
a platform for key messages. A microsite also accepted the Corus environmental
explained the offer and provided quick product declaration methodology as an
access to downloads of literature. industry benchmark.
B2BM AWARDS 08 – www.b2bm.biz
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