The Web Marketing Association is proud to present this 2009 Internet Advertising Competition Award for
Outstanding Achievement in Internet Advertising.
Best Computer: Hardware Interactive Application
Idea The objective is to acquire new business contacts for Toshiba notebook dealers across Europe. Toshiba business notebooks are equipped with a special feature called Toshiba Easy Guard. It helps to protect your business data in multiple ways. Therefore we developed a campaign that derives from the feature itself and shows the advantage of a solid notebook in the tough business days. Strategy And this is how it works: We send out an unbranded envelope with a single card inside. On this single communication element is a “PURL” (personalized URL) to raise curiosity: www.are-you perfect.com/JoeSample. When the target person goes online we immediately engage him in a dialogue and show him a short entertaining intro film about a bad day in the office.At the same time our dialogue tool tracks every click. The clicking behaviour and a qualifying questionnaire automatically turn our targets into cold, warm or hot leads. All hot leads are automatically reported via e-mail to the responsible Toshiba reseller. They now call the contacts to hopefully start a sales process with these qualified leads. Results The campaign was running 6 weeks (until 30.06.2008) and across all countries we had an average response of 17,4 %. It generated 3 % hot leads and therewith qualified business contacts for the Toshiba resellers.
Contributors:
| Chief Creative Officer: | Jamal Khan |
| Art Director: | Christian Klose |
| Consulting: | Tobias Liu |
| Web Developer: | Markus Jesinghaus |
EURO RSCG 4D GMBH
Location: Germany