B2B Awards 44pp Brochure:12-22 B2BM Awards 07 44pp.qxd 29/10/08 17:15 Page 8
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CATEGORY 4:
Sponsored by
Best live campaign
Winner: Symantec
Agency: Base One Campaign: ‘The one virtual event’
S
ymantec offers infrastructure software • Content in four languages attend the seminars which interested
to businesses and consumers. The “Use of the virtual 3D arena for the them most. Hoskins says, “For the
release of Endpoint Protection 11.0 website and virtual event gave the channel website, the use of the number
software was its biggest product launch in campaign real identity and brought the one as a navigational tool was exceptional
years. This software bundles five critical IT product to life,” says Paul Hoskins, global and created a truly unique and memorable
protection technologies into one convenient campaigns manager at Symantec. user experience.”
package, so the campaign was loosely A venue needs a host, so Base One Two viral games were created:
based on the concept of there being a created a friendly host avatar to help guide Superhero and Finger Athletics.
single solution. ‘The one virtual event’ was visitors through the different areas and Superhero emphasised the fact that
part of this ‘One solution’ campaign. presentations. Approachability, gender, Endpoint contains five protection
cultural acceptability, live-action logistics ‘powers’, and tapped into the competitive
Virtually there and the need to translate into four spirit among resellers and distributors,
As the target audience was channel agents, languages simultaneously, all figured in the driving registrations for local launch
resellers and end-users in small to medium- development as well as the need to match events in each country.
sized enterprises across Europe, staging an the environment’s style. Finger Athletics promoted Endpoint’s
event in one physical place was lower system requirements. It involved
impractical. Yet Symantec wanted to give Attracting delegates timed typing games driving home the
all audiences a rich interactive experience, To promote the event and drive message that users needed to train
not just another list of benefits and registrations, Base One developed a their fingers to move faster, because
features. For the channel agents, this movie-like trailer for the end-user Endpoint makes the computer so
meant stimulating a competitive spirit as microsite. More cinematic visuals dotted much more efficient they would have a
well as making the selling points clear. For the 3D landscape, including the hard time keeping up.
end-users, it meant communicating with registration kiosk. Normally such footage
them directly and personally through would take too long to render, particularly Results
microsites, online games and – most in a number of different languages, but The target for registration for the virtual
importantly – a live virtual event. Base One developed a technique that cut event was 2000. Fifty per cent more
‘The one virtual event’ was designed rendering time by two weeks. A more registrations were received than expected,
to make a big impression on a large sophisticated look was created and still so at 3000 registrations, the target was
audience scattered across 17 countries. met the deadlines. exceeded by 33 per cent. Local launch
It ensured a high impact, multilingual To emphasise the ‘One solution’, a events of the channel filled up so fast
delivery and included: dynamic interface with a Flash introduction registration had to close early.
• Live video streaming of presentation by used a 3D ‘one’ as a graphic for users to ‘The one virtual event’ took place on
key Symantec personnel navigate the site. Doors in part of 10 October 2007 and 1000 delegates
• Real-time chatting with Symantec experts the numeral opened to reveal the were expected to log in. Total logins
• Live forums for 1400 attendees from 17 virtual venue and guided by the avatar, reached 1400, exceeding the target by
countries users were able to access the areas and 40 per cent. The web was the only media
used for the entire Endpoint campaign, for
which the budget was £180,000.
Hoskins adds, “The design went
far and beyond expectations for what
is possible with websites in general –
let alone campaign microsites. We
originally requested a microsite with
information to support a product launch
and what we ended up with was an
engaging, rich and visually stunning
user experience. Innovative use of
navigation was visually impressive
across all the sites and the diversity
of creative concepts proved what
was really possible with the media.
It highlighted how little we had
really leveraged online marketing
in the past.
“This launch had the most
integrated and innovative use of
marketing for Symantec EMEA in the
company’s history, and the involvement
internally and from customers went far
beyond expectations.”
B2BM AWARDS 08 – www.b2bm.biz
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