2017 Silver Best B2B

Graymatter

Client: Advanced

FairITales

Campaign overview

Addressing the IT providers who over promise and under-deliver, Advanced came to the rescue with ‘right first time’ fit-for-purpose solutions.

Providing a fairytale ending that will work for any business.

Strategy

Looking at the fundamental truth of IT providers out there who were providing bad service, Graymatter needed to rebuild trust.

Placing ‘right first time’ solutions at the heart of the campaign, the team had to align the communications funnel, as well as implementing clear internal communications.

A business wide campaign that was bold and easy to differentiate from others.

This would help establish Advanced as a centre of excellence, a sentiment that would be communicated with consistent messaging across all channels and departments.

Creativity

The visually distinctive FairITales took common sector issues and wrapped them up in familiar tales.

A personalised mailer went out to key decision makers, supported by a fully automated email campaign aimed at a wider audience, with timed social media posts increasing the campaign reach even further.

The single purpose of the above was so Graymatter could drive the target audience towards personalised landing pages, where the full story was revealed, leading into evidential case studies, white papers and insight publications, and the CTA – to get in touch for your very own happily ever after.

The FairITale concept was also rolled out across exhibitions, and internally embraced, with themed prizes to incentivise the sales teams.

Results

The first truly business wide campaign for Advanced, with consistent messaging across all channels and departments, aligning previously sector specific communications under one campaign umbrella.

The campaign is still live but known achievements up to April 2017 are a sales pipeline of over £3.9 million, a ROMI of 7.71, on track to meet 20.82 ROMI.

All communications surpassed the average CTA rates with a dramatic shift in NPS during the campaign period.

Banners on Computing.co.uk achieved the highest response rate they had seen.

It has already been Advanced’s most successful campaign ever.

Team

Simon Harrison (Head of Design) Graymatter - Dave Pickering (Head of B2B and Commercial Manager) Graymatter - Dan Allen (Marketing Automation Specialist) Graymatter - Natalie Martin (Head of Copy) Graymatter - Hiren Chauhan (Senior Account Manager) Graymatter - Andrew Morfee (Senior Web Developer) Graymatter - Sally Scott (Chief Marketing Officer Advanced) Clare Frost (Director of Field) Marketing Advanced