Mindjet is a leading provider of collaboration software solutions internationally. The software drives team productivity improvements by providing an integrated platform for enhanced brainstorming, project planning and collaboration activities.
To really jump start their sales in Australia and South East Asia! They called on us with a request to supply various campaign strategy approaches with the intention to choose the most effective integrated demand generation campaign that would target their Australian and South East Asian operations. The crux of the brief was pretty simple – deliver them a memorable, remarkable, and results-orientated campaign that would reach key decision makers in enterprise level companies.
We knew we would have to create something which would capture audience attention in a unique and novel way which had never been done before.
We approached the brainstorming exercise by utilising Mindjet and with the key directives in mind. These included delivering an impactful campaign within project specific parameters to a focused target audience. The chosen campaign played on the ‘jet’ wording in Mindjet and we developed the ‘Pilot Your Way to Better Productivity’ campaign; an integrated campaign that employed both offline and online channels. The central visual element of the campaign was centered on a fighter jet plane.
We kicked the campaign off by designing and preparing an origami paper plane that was sent to over 2300 key contacts in some of the largest organisations throughout Australia. A calling campaign was then devised to follow up with these contacts and support the lead generation efforts. To coincide with the offline activity, an online advertising strategy was devised that was executed across LinkedIn and several carefully selected websites. Additionally, visual online interfaces such as landing pages and webinars were developed to reflect the offline collateral and online advertising, which reinforced the key message and compounded the success of the campaign.
The campaign was a resounding success. Recipients of the paper planes commented that the idea was very clever and that they threw the planes around the office adding a viral element to the campaign and extending its reach by 300%. From a sales perspective, Mindjet’s lead pipeline in the region grew by 120% in the weeks immediately following the campaign.
Due to the huge success Mindjet has experienced with the ‘Pilot Your Way To Better Productivity’ campaign, they have engaged us to continue extending and developing this campaign, as well as further strategic planning to facilitate the transition into future growth areas.
“BEVIN brought an expertise to the table that led to the delivery of one of the most effective integrated campaigns I have ever been involved with. Their skills of transforming an abstract thought into a tangible campaign are exceptional – they set us up for success.”
– Daniel Sims [Mindjet Marketing Manager, APAC & Japan]
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