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The Award-Winning "Spy Games" Campaign for Bottomline

The Ask

Bottomline Technologies, a global leader in business payment solutions, needed to connect with high-level executives in a meaningful and memorable way. To stand out in a competitive market, they sought a creative campaign that would not only grab attention but also drive engagement and build strong sales opportunities.


Bottomline faced a significant challenge: reaching time-strapped executives and cutting through the noise of traditional B2B marketing. 

Their goals included:

  1. Capturing attention with a high-impact campaign.
  2. Delivering a seamless, personalized experience that engaged their target audience.
  3. Educating their sales team to align with the campaign’s narrative and user journey.

Our Solution: A Mission-Driven Experience

We crafted a highly personalized and interactive campaign designed to intrigue and engage executives with a “spy mission” theme. The campaign elements were strategically designed to create a cohesive and unforgettable experience.

1. Audience Research

We began by conducting in-depth research to understand the target audience’s preferences, challenges, and professional priorities. Using this data, we curated a precise mailing list and tailored the messaging for maximum relevance.

2. Custom Direct Mail Package

To capture attention, we created a bespoke “Top Secret” package, featuring:

  • A sleek tablet that automatically played a personalized video upon opening.
  • The video, styled like a spy mission, introduced executives to their role in a high-stakes “operation” tied to Bottomline’s offerings.
  • Supporting materials to reinforce the brand message and encourage action.

3. High-Impact Video Production

Our team scouted locations, cast professional actors, and produced a high-quality video that seamlessly integrated Bottomline’s value proposition into a compelling narrative.

4. Digital Integration

The campaign extended beyond the physical package with:

  • Landing Page: A tailored microsite for recipients to explore further details about the “mission” and schedule meetings.
  • Email Campaigns: Personalized follow-up emails ensured recipients were aware of the package and provided additional touchpoints.

5. Sales Education Program

To maximize the campaign’s impact, we developed a training program for Bottomline’s sales team. This included:

  • Detailed insights into the campaign’s theme and narrative.
  • Guidance on following up with recipients in a way that aligned with their experience.

The Results

The "Spy Games" campaign was an outstanding success, delivering remarkable results and earning industry accolades:

  • 75% Response Rate: Over three-quarters of the targeted executives engaged with the campaign, surpassing industry benchmarks.
  • High Conversion Rates: The campaign opened doors to valuable business conversations and partnerships.
  • Global ACE Award Winner: The campaign won the 2017 Global ACE Award for Best Direct Mail Campaign, recognizing its creativity, execution, and effectiveness.
  • Enhanced Brand Perception: Bottomline Technologies was positioned as an innovative leader in the B2B space.


Through a combination of bold creativity, strategic execution, and meticulous attention to detail, we delivered a campaign that captured attention, engaged executives, and drove exceptional results for Bottomline Technologies. The “Spy Games” campaign demonstrated the power of blending direct mail with digital experiences to create a memorable, award-winning marketing initiative.


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