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CATEGORY 8:
Sponsored by
Best use of creative
WINNER: SAP Business Objects
AGENCY: DNX CAMPAIGN: ‘ONE & ZERO’
S
AP Business Objects is a global
business intelligence (BI) software
company with more than 35,000
customers – including over 80 per cent of
the Fortune 500 – and a network of more
than 3000 partners and resellers. Its
software helps companies gather and
analyse data to improve their performance.
Its latest release was reporting solution
Crystal Reports 2008, which enables users
to take data from any source – such as a
database or an Excel spreadsheet – and
turn it into attractive and interactive charts,
graphs and dashboards.
The principal objective of the campaign
was to persuade developers to download
the free trial version of Crystal Reports
2008 and try it themselves. The rationale
behind the product was that, whilst many
developers will develop their own software
applications for extracting and
manipulating data, few will bother creating
their own reporting solution, preferring to and interactive dashboards. download the software, join Business
buy an ‘off-the-shelf’ package instead. The story ended inviting the reader to Objects Diamond Community or read the
Given that earlier releases of Crystal visit the campaign website to find out more story online. They could also play a game –
Reports weren’t particularly good and that about Crystal Reports 2008 and take a free One and Zero’s Pipe Dream.
developers tended to avoid them, it was 30-day trial. Those who did, could win an The mailing had no accompanying letter,
vital to convince the developers that the iPod touch and soft toy versions of One and brochure or response form, instead relying
new release was different, since the Zero, especially made by CodSteaks, the on the story itself to do the selling. It was
problems and failings had been rectified. company who make sets and props for also not sent out under the Business
Software developers who create bespoke Aardman Animation. Objects brand as this was deemed
software applications for independent When the website loaded, the counter inappropriate. Instead, a deal was brokered
software vendors were targeted, it being was in binary, using ‘1’s and ‘0’s, and built with PCWare, one of Business Objects’
common practice for them to attach an ‘off- simply to introduce individual elements one partners, and the initial campaign ran
the-shelf’ reporting solution to their by one. Illustrated icons were used for under its brand. More and more partners
bespoke applications. Business Objects navigation and the transitions from page to adopted the campaign until Business
already knew that this audience didn’t page uniquely handled as either One or Objects finally ran their own corporate
respond well to corporate marketing, Zero was despatched through the inner version. The campaign kicked off in the
instead preferring to discover and evaluate workings of the site, thus encouraging Nordics and was rolled out over the
products for themselves and share their developers to explore. They could buy or following six months by other partners in
views with their peers. the UK and elsewhere in Europe.
Given that the target audience was Altogether 750 mailings were sent out in
unresponsive to overt marketing, the the Nordics – resulting in 31.95 per cent of
campaign needed to feel as non-corporate recipients visiting the website. Following
as possible, both in format and branding. the roll out of DM and EDMs in the UK and
Playing on the fact that the target audience other key European markets, via other
were binary code experts, an illustrated Business Objects partners, the website
children’s book entitled One and Zero’s received 3474 unique visitors across 83
Happy Day was created. The characters countries, many of whom made multiple
had distinct personalities. ‘One’ was a bit return visits. Seven hundred and eight of
cool, whilst ‘Zero’ was always eating the unique visitors (20 per cent)
because he had a hole in his tummy. downloaded the free trial software.
At the start of the story, One and Zero “The campaign talks to developers on
and their friends are stuck in their dreary their level and isn’t afraid to entertain and
database with nothing to do. Then, a engage before it starts talking about the
software genius (adding some audience features and benefits of the product. I’m
flattery) adds an application and ultimately delighted that ‘One and Zero’ has performed
Crystal Reports 2008 to the database. One so well because I love them,” says Kamaey
and Zero are able to escape into a Sodhi, EMEA developer & distribution
colourful, vibrant world of charts, graphs channel marketing at Business Objectives.
B2B Marketing Awards 2009 - www.b2bmarketingawards.co.uk
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