We chose to work with Oculus to devise, create and run a top-level campaign targeting difficult-to-reach IT professionals.
The key objective was to design and deliver a strategic integrated campaign to raise brand awareness and drive qualified expressions of interest from top-level IT professionals who could be looking at consolidating or reviewing their infrastructure. We knew we had to come up with something compelling that really stood out from the deluge of marketing falling constantly on the target audience.
We based our offering on ‘A refreshing alternative’, using a 5-a-day metaphor that we extrapolated to ‘infrastructure as a smoothie’. One arm of the many-pronged campaign comprised direct marketing and emails directing recipients to a personalised microsite where they could blend their top five service requirements in a virtual blender, hit the start button and generate a downloadable bespoke report.
“They could blend their top five service requirements in a virtual blender, hit the start button and generate a downloadable bespoke report.”