B2B Awards 44pp Brochure:12-22 B2BM Awards 07 44pp.qxd 29/10/08 17:16 Page 24
24
Category 12:
Sponsored by
Best customer relationship campaign
Winner: Sun Microsystems
Agency: DNX Campaign: ‘System heroes’
S
un Microsystems – which provides Emails were deliberately kept low-key
industrial strength hardware, software and short. The first invited recipients to
and services – wanted to cultivate its visit the site, but not to tell anyone else.
relationship with system administrators The theme of secrecy gave the recipients
(sysadmins) that work for companies in a the feeling of being part of something the
relationship with Sun. users know nothing about.
Sysadmins keep the company The second email offered those
networks, systems and PCs going, but registering as a ‘system hero’ the chance
they are notoriously difficult to to win a free t-shirt that lights up when
communicate with. They also tend not to in a wi-fi area – an attractively geeky
respond to corporate branded marketing, incentive to the target audience. As
prefering to find out things for well as the website and emails, business
themselves. To the sysadmins, they are There are five main pages: cards were also produced for distribution
the real ‘heroes’, and everyone else (the ‘Hero’ home: this enables visitors to at events.
users) just get in the way. head off wherever they want. It also The ‘Caffeine crazy’ game on the
The campaign was designed to features the headline news or article website was inspired by the frustrating
encourage sysadmins to interact with the and the latest blogs demands made by users to sysadmins. It
website, encourage them to register as a ‘Hero’ central: where registered was promoted via a Google Gadget ad
‘System hero’, upload a personal profile ‘heroes’ are listed, complete with placed on sites including softpedia.com,
and start blogging on the site. profiles and pictures linuxquestions.org and osdir.com. The ad
‘Hero’ blogs: where blogs are posted contained a link to ‘Caffeine crazy’, a video
Hero bait on any subject showing a player getting frustrated, as well
The website was kept simple to avoid ‘Hero’ plugs: where visitors can find out as a link to the site.
looking like a marketing piece. With a the latest news from Sun
rough-and-ready design, alongside chatty Result
and irreverent language, the site Caffeine crazy The first email registered an open
(www.systemheroes.co.uk) deliberately The key was to keep content fresh. If users rate of 19 per cent with a click-through
does not follow Sun’s corporate guidelines. saw the same old material, they would stop rate of 53.7 per cent; the second
On the one hand there is factual material returning. Traffic is steered to the site via registered an open rate of 23.2 per cent
about Sun and its products as well as blogs simple, intriguing emails featuring a with a click-through rate of 48.3 per cent.
from Sun experts; on the other there are cartoon of ‘System hero’ – tall, thin, with a To date, 133 sysadmins have
cartoons, games, spoof ads and other light- ponytail – and his short, bespectacled registered with the site and eight are
hearted features. friend, Spod. actively blogging.
Runner up: Cisco
Agency: Loewy Campaign: ‘Long tail’
C
isco is a global supplier of network telemarketing team via a tailored end-to-
equipment and Internet management. end marketing campaign system.
The objective of the campaign was
to generate demand for the brand’s Tracking the campaign
products and services among its low The telemarketing team logged on to
propensity and lapsed client base – submit target contact details and ordered
he ‘long tail’. mail packs; emails were generated
Personalised mail pieces and microsites confirming the order. Personalised mail
centred around the amended title of two packs and microsite URLs were was logged onto the system for the
Hollywood films were sent to the target: dispatched to the contact. sales team to act on. If there was no
‘The Usual Suspects’ became ‘The If the recipient logged onto the opportunity, the telemarketer agent
Unusual Suspects’, with the message of microsite an email alert was sent to the orders the second wave of communications
how unsuspecting people can become telemarketers when the session ended. to be sent.
an ID security threat Telemarketers then logged onto the The first 14 weeks of the campaign
‘When Harry met Sally’ became ‘When campaign site, viewed the session details achieved a 40 per cent conversion rate
Harry missed Sally’, and demonstrated and called the target contact within 45 from DM to microsite and a 47 per cent
how meetings or deadlines because they minutes of them leaving the microsite. If conversion rate from microsite to lead.
weren’t using Cisco products the contact didn’t log on, an email alert was This amounted to 87 leads from 460
The rate at which communications were sent to the telemarketers after seven days. prospects contacted with a potential
dispatched was controlled by the If there was an opportunity, its status budget of £12 million.
B2BM AWARDS 08 – www.b2bm.biz
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  |  Page 45