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.