18 CATEGORY 10: Best campaign microsite
Sponsored by
WINNER:Fujitsu AGENCY:CREATIVE DIRECTION CONSULTANTS CAMPAIGN:‘EXPECT MORE’
ujitsu UK & Ireland offers ICT and micro electronics solutions and services across 70 countries. In April 2009, Fujitsu Siemens Computers became Fujitsu. A campaign was launched that focused on its Enterprise Infrastructure solutions – high value strategic investments that typically have lengthy lead cycles and a complicated decision-making unit.
F
The campaign aimed to relaunch Fujitsu to the target audience and reposition itself as a thought leader and trusted advisor in the IT infrastructure space.
The campaign ran from April 2009 until the end of March 2010. It targeted select acquisition accounts, existing customers, public and private sector organisations with 500–5000 employees, organisations where the decision-making unit resides in the UK and organisations from vertical markets where Fujitsu has had previous successes. This audience was then segmented into two tiers, one of IT decision makers and the second tier of influencers.
The previous Fujitsu corporate website was more of a sales catalogue and proposition-lead, which did not convey to visitors any understanding of their challenges and business issues. A new campaign microsite was developed that addressed these within selected vertical industries.
All contacts within the contact database
were allocated a personalised URL (PURL). This meant that they had a personal entry point and call-to-action that generated higher response rates, in part due to the recognisable nature of the PURL, e.g.
www.iexpectmore.co.uk/john.smith. The PURL meant that the web
experience was highly personalised, where responders were greeted by name, as well as with vertically relevant propositions. The visitor’s journey through the site was tracked on an individual basis. Every click or interaction was recorded and attributed to that contact’s data file, constantly building a virtual profile of that visitor. This information was valuable on two levels: where content could be further refined and tailored to their demonstrated interests, and secondly where telemarketing follow-up activity could be entered into with high levels of intelligence and insight.
RUNNER UP:3M AGENCY:SMP CAMPAIGN:‘EYE-CATCHING PROTECTION’
3
M is a diversified technology company, founded in 1902 in Minnesota, USA. Providing innovative
products and services, 3M serves its customers through six business segments to increase speed and efficiency by sharing technological, manufacturing, marketing and other resources. These segments are consumer/office; health care; display/ graphics; industrial/transportation; electro/communications; and safety, security and protection (SS&PS). The focus area of the ‘Eye-catching protection’ campaign was the new range of 3M protective eyewear. A lead-generating, awareness-driving strategy was implemented through trade advertising and a DM piece, with drive to a microsite to highlight the extensive eyewear range.
Intuitive, interactive site elements engaged the audience and aided selection of free spectacles for trialling prior to ordering. The microsite was fresh and user-friendly showcasing 3M’s spectacles range. It acted as an interactive experiential tool, offering users the chance to upload their photograph and ‘try on’ the glasses. Once the spectacle model was chosen, users had the opportunity to request a sample via a highly effective call-to-action, to which most visitors responded. Entry to a prize draw automatically followed a sample request. A ‘recommend a friend’ mechanism created an effective and vital viral element, and data capture from the microsite proved key to customer insights, ongoing communications and future campaign leads. Results of the campaign included 1187 new leads.
B2B Marketing Awards 2010 -
www.b2bmarketingawards.co.uk
Each web asset and interaction was attributed a weighting in a lead scoring system. These scores allowed telemarketing prioritisation in terms of lead follow-up, and also assisted in initiating a lead nurturing programme.
Anonymous visitors to the site were allowed restricted access to site assets, before being prompted to register to further access. The campaign site acted as a call-to-action for all communications. Media-rich assets – such as streaming webcasts, video interviews and corporate education pieces – were all used as interaction drivers, and consistent direct comms maintained visitor numbers, so that user’s digital profiles were constantly updated and enhanced. Later additions to the campaign site included a thought leadership blog and online polling. The online microsite was quite distinct from the UK’s corporate site, and offered high levels of tracking using PURLs, as well as acting as a central campaign hub, and call-to-action for all communications. Head of marketing operations at Fujitsu UK & Ireland, David White, commented, “This site is the most coherent and customer friendly representation of our entire value proposition I’ve ever come across. The site played a pivotal role in establishing Fujitsu as a leading player in the UK IT market.”
Sue Poole of 3M’s occupational health and environmental safety division commented, “The campaign generated more than £8 for every £1 invested. Our unaided brand awareness levels have also grown and we are now at 24 per cent with aided awareness levels at 89 per cent. Due to this success it is also being replicated across other 3M European countries.”
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