Workfront needed to grow their marketshare within the advertising sector. Knowing that one of their competitors had been bought by a much larger company gave them more reason to up their game and pull out the stops, challenging us to create a strong lead generation campaign to prevent losing out.
Workfront were specialists in the advertising sector – the competitor wasn’t. We decided to exploit this with a cheeky proposal – Send each prospect a bouquet of flowers with a personalised card asking ‘Has your relationship run its course?’ Prospects were then challenged to go online and take the ‘Love Test Survey’ to find out who else may be compatible for them – it came as no surprise that it was Workfront!
The integrated lead generation campaign ran seamlessly from emailer, flowers and card, through to our online Love Test. The results were so successful that we continued the campaign with an additional follow up to ‘close the deal’. The results spoke for themselves with many new love affairs starting with Workfront.