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CATEGORY 1: Best integrated campaign


WINNER:Cisco WebEx AGENCY:DNX CAMPAIGN:‘PASS THE BALL’


isco WebEx online meeting solutions enables people to collaborate and work together online, no matter where they happen to be. Users can share documents, make presentations, demonstrate products and services; and start a secure web meeting instantly from their desktop. While Cisco WebEx online meeting solutions are commonly used in the workplace in the US, penetration is lower across EMEA. DNX recognised that continuing to use the existing messaging would not deliver the increase in business the client demanded, so looked for a new audience. This was identified as young influencers, aged 22 to 32, who had recently entered the workplace. This audience has always been surrounded by technology – sharing gossip, files and music is second nature to them and they are seldom without a smartphone or laptop. DNX therefore had to position WebEx in such a way that it would slot naturally into their multi- channel relationship with technology and the Internet, to become part of their daily working life.


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like ‘work’, ‘collaboration’ and ‘meeting’ as it was thought that these terms would be an instant turn-off with the audience. Instead it focused on ‘ideas’, ‘sharing’ and conversations, in keeping with the ethos of web 2.0. To suggest ‘sharing ideas’ DNX used the WebEx ball (the idea being you ‘pass the ball’ when you pass control of a document under discussion to another person). The WebEx ball was on brand, easy to understand and required no translation.


The creative deliberately avoided terms


DNX also had to convey the idea of communication between people in different buildings, countries and continents. Given that many of its


executions were going to be static, they created a visual style that enabled them to connect any two scenes. The multi-photo technique – inspired by artist David Hockney – proved flexible, visually striking and suitable for working in any medium. It was also very different from anything used by the client’s competition.


As such the campaign carried a variety of messages and images, and was run across a wide range of media including online banners, digital underground posters and cross- tracks. Video pods were set up at key outdoor European locations in which people could record their ideas. All traffic was directed to a central website. The campaign delivered 176,417 click-throughs to the site and 5273 people interacted. Audiences in the EU submitted 701 ideas to the website and 335 videos were recorded in the ball booths. It ran globally and DNX looked after all activity in the UK, Germany, France, the Nordics and Benelux. Traffic to WebEx’s main European sites increased by over 40 per cent. In France, it increased by 100 per cent.


RUNNER UP:Simpson Carpenter AGENCY:QUICK-THINKING CAMPAIGN:‘THE POINT. AND HOW TO GET TO IT’


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impson Carpenter is a small to medium-sized, independently owned and operated research agency. Based


in Wimbledon, it operates alongside blue chip clients in retail, telecoms, media and technology, automotive and telecommunications.


Broader issues that the company faces include competition from ‘boutique’ qualitative agencies that offer ‘groovy’ qualitative techniques but do not join the dots with quantitative research. Attraction and retention of staff is also key to Simpson Carpenter and its ads and DM are aimed as much at current staff and potential staff attending interviews, as they are at prospective clients. Key insight that the organisation gained was that many research presentations ‘miss the point’. Thus ‘The point. And how to get to it’ campaign was launched in order to communicate Simpson Carpenter’s core


values of experience, creativity and simplicity; to generate 10 new business meetings and to retain existing staff, as well as recruit new staff.


The campaign targeted senior decision- making researchers as it was identified that this audience have constant daily interruptions of new business approaches, strict planning timetables and budgets – and are also often tied up with implementing brand campaigns. Hitting them at the correct time with an empathetic tone was therefore essential.


Campaign channels included DM, online, emails, USB business cards at Insight Forum and press advertising. While limited, the budget was split to ensure that every penny was targeted with absolute pinpoint accuracy and every medium used consistently and with clarity.


B2B Marketing Awards 2009 - www.b2bmarketingawards.co.uk


The results were impressive with many new business meetings set up. Tom Simpson, managing director at Simpson Carpenter commented, “Quick- Thinking has been our agency since the launch of our business 10 years ago. They produce consistently high quality communications material. ‘The Point. And how to get to it’ was a particularly successful example of a response to a tight brief which not just looked beautiful, but worked beautifully too.”


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