A fairytale campaign to promote Advanced solutions
Conservative ROI projection based on sales pipeline.
Social engagement increase over sector average.
Marketing Society Excellence Award for B2B Communication.
“Does your solution turn into a pumpkin at midnight?”, or are you “Still looking for a solution that’s just right?”.
The concept behind the FairITales campaign is based on a (sadly) fundamental truth. There are a minority of IT providers out there who over promise and under deliver when selling a solution, tantamount to selling a fairytale. So the campaign takes common sector issues, wraps them up in familiar tales, and features Advanced rescuing the day with a ‘right first time’ fit-for-purpose solution, providing a happily ever after that will work for your business.
A personalised mailer went out to key decision makers, supported by a fully automated email campaign aimed at a wider audience, with timed social media posts increasing the campaign reach even further.
The single purpose of the above was to drive the target audience towards personalised landing pages, where the full story was revealed, leading into evidential case studies, white papers and insight publications, and the CTA – to get in touch for your very own happily ever after.
The FairITale concept was also rolled out across exhibitions, and internally embraced, with themed prizes to incentivise the sales teams.
The campaign is still running, but with ROI already in excess of 8:1, the early indications are that this FairITale campaign will provide a happily ever after for everyone.
"Following our major rebrand earlier in the year, we took a fresh and innovative marketing approach that stands out from the myriad of business communications that our customers and prospects receive each day. This creative campaign delivered a great opportunity to reinforce our brand values and drive opportunity for all business units – as well as being an enjoyable read. I’m pleased to say, that for Advanced, this fairy tale had a very happy ending."Sally Scott | Chief Marketing Officer | Advanced
"This is a milestone campaign in the tale of our business transformation. Our customers and prospects found it both humorous and engaging and we’ve not only seen a rise in brand awareness and perception, evidenced in our recent surveys, but we’ve strengthened our sales pipeline with some great opportunities, too."Clare Frost | Director of Field Marketing | Advanced