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			Lead Generation

Citrix: Make IT managers in large corporations choose a new solution In 2004, in co-operation with IBM, Citrix would motivate IT managers in the 500 largest Nordic corporations to consider a change to a Citrix solution that gave all employees secure access to relevant data no matter where they are located. However, the challenges were immense: • The target group is over-communicated and used to receiving rather large response gifts for their attention, e.g. expensive presents. • Switching to a different IT infrastructure is not something you just do, but is a complex process of change. • Target: 20% response. Consequently, the campaign should inform and motivate the target group to consider and seek more knowledge about such a new solution. Solution A Trivial Pursuit (TP) universe communicating that the more you know the easier you reach your goal. At the same time, the TP universe invites to attractive playing, gaming and competing. The response gift is an original game of Trivial Pursuit.  We tease with the concept ”Is your knowledge on demand?”, that is,  both the lead’s own knowledge and the knowledge accumulated in the corporation. In the envelope is a letter and a USB key which in itself profiles Citrix and IBM as modern up-to-date corporations that can handle technically complex solution in a simple and logical way. The letter tells how many of Europe’s Top 500 corporations are already implementing a Citrix-based infrastructure. This motivates the target group to insert the USB key in their computers and watch a video greeting from IBM’s General Manager for the Hardware Division. After the video greeting the customer lead is introduced to 6 questions in Trivial Pursuit style indirectly communicating the advantages of switching to Citrix/IBM solutions. Then a link directs the lead to an online questionnaire. Instead of a conventional reminder the campaign is followed up upon by a phone call. Subsequently, both respondents and non-respondents are invited to a seminar – via a personal invitation based on the respondents’ own answers. Results                  Respons mail 1   Respons incl. telemarketing Nordic              27%                               44% Denmark          39%                               58% 8 out of 10 respondents answer they would like to meet with IBM and Citrix. Estimated ROI for Norway: More than 50. (figures for other countries are not yet available)

Hasselblad Anniversary Campaign Oticon – Tego and the Hearwell family Statoil ”Dirt crusher” Statoil ”U-turn” – win back Janssen-Cilag – ”The Pain Dialog” Citrix: “Trivial Pursuit”