42 CATEGORY 24: Grand Prix: Campaign of the year
WINNER:Maginus AGENCY:AXONGARSIDE CAMPAIGN:‘MY GENIUS’
M
aginus provides software and technology solutions via a single integrated environment to help businesses increase sales and improve customer service. Maginus customers tend to be positive and forward-thinking early adopters. Instead of retrenching in the current market, it embraces the changing buying habits of its customers and seek to turn them to their advantage through Multi Channel Commerce (MCC) solutions. In order to boost brand awareness and differentiate itself from competitors, Maginus launched a campaign starring the quirky character ‘My Genius’. My Genius was created as a CGI character, as well as a physical model. The ‘My Genius’ name was created from a play-on words of Maginus and aimed to reflect the organisation’s thought leadership. My Genius was designed to incorporate the Maginus ‘swoosh’ in his colouring and details, such as the flow of his hair and the ‘swoosh trail’ left behind him when he moves. These details are symbolic of Maginus solutions that run throughout a client’s business to link front and back office functions, as well as multiple sales channels.
Psychedelic success
The My Genius model gave Maginus the chance to literally get the character (and the organisation’s brand) straight into people’s offices. It was sent to a carefully selected database in a branded tube with an accompanying message card to accompany it. This ultimately became the centre of a hugely successful 3D mailer campaign.
My Genius also appeared in print
advertising, newsletters and on trade show stands.
The visual nature of the integrated campaign successfully grabbed recipients’ attention more effectively than standalone email messages, which is typically the method used by Maginus’ competitors, and bespoke landing pages also boosted response rates.
The new My Genius website was designed to engage visitors as much as possible. The website included a facility to ‘livechat’
with My Genius, watch videos of him on his YouTube channel and allow recipients of the DM to upload photos of their My Genius models. Working as a physical viral, the My Genius model worked alongside emails to encourage recipients to become members of the My Genius network. This took the form of an online portal where members could log on and seek expert help and download ‘how to’ guides on a range of topics.
Bang-on creative
Maginus knew that they had got it right with the My Genius campaign when one of its most reserved customers gushed
with genuine enthusiasm in an email to his Maginus contact. Impressing retailers who know a thing or two about creative marketing themselves is not easy but My Genius has gathered fans from across the industry. With My Genius, Maginus got the attention of its target audience by daring to be different in a campaign that a leading trade publication called “distinctive, fresh and inventive.” It would be hard to find a better description of Maginus itself. The Maginus management team is in no doubt that My Genius has played a major role in helping the organisation to buck industry trends with an increasing pipeline and new business wins.
B2B Marketing Awards 2010 -
www.b2bmarketingawards.co.uk
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