Case study for

Power Forward

Global lead generation B2B advertising campaign on digital transformation.

The challenge

CSC (now DXC technology), one of the first software companies with over 133,000 employees and operating in 70 countries is pushing the envelope in regards to digital transformation. Working with the Faction Media team (CSC’s marketing agency) we conceived a global lead generation campaign aimed at engaging businesses and educating them on migrating from legacy systems to digital solutions across 3 vertical and 5 horizontal markets.  The goal was to generate substantial leads across many different industries and countries and to position CSC as the leading solution provider.

Our solution

An experiential, interactive and multi-language microsite with CMS, animated banner ads, emails, eight white papers, and Eloqua lead database.

Attention grabbing creative

The creative concept was designed to show an eye-catching visual representation of “change”. Eight industry-specific designs were also produced to be used on the site, banners ads, and emails.

Engaging, Responsive Microsite

An exploratory language localized microsite with CMS was built that led a user down a journey of learning the legacy related problems and CSC solutions relative to their industry. Eight gated white papers were created to generate leads.

HTML5 animated banner ads

Specific HTML5 animated banner ads were created for the different horizontals and verticals and sent to targeted industry professionals directing them to the microsite.

Email marketing & Social

Industry specific emails were sent to existing and potential customers promoting digital transformation and directing to the microsite. Facebook and Twitter ads were also created.

The creative

From old to new, a creative concept showing the history of change.

Creative concept chosen for campaign.
Nine vertical and horizontal specific emails with animated gifs were sent to existing and prospective leads driving to the microsite hub.
Interactive carousel items with slider transition from legacy to digital and hotspots showing problems and solutions were created for each industry on the microsite.
Social media marketing and HTML5 animated banner ads directed to the microsite.
Billboards were created in select markets.

Walkthrough

Video walkthrough of the microsite hub used to provide education, assets, and generate leads.

With markets in 70 countries and many industries to cover, this global campaign needed a central hub to direct banner ads, email campaigns, social media, and print towards. We designed and built a responsive, fast microsite with lightweight CMS to be served with market and language specific content and assets. Eight white papers were crated as gated assets to generate leads while videos, info-bits, and blog posts informed and educated customers.

The Results

This campaign was a massive success and brought in new business upwards of tens of millions in revenue. The total cost for the creative campaign and media was a fraction of the revenue gained and won various awards. All timelines were met and the project stayed within it’s scope of work and budget.

Awards
  1. Best of Show – Best Results : 2017 BMA Colorado Gold Key
  2. Gold – Website Design & Development: $25K-$100K : 2017 BMA Colorado Gold Key
  3. Gold – Campaigns for which production and media costs exceeded $250,000 : 2017 BMA Colorado Gold Key
  4. Gold – Integrated Online Campaign (utilizing 3 or more digital channels) : 2017 BMA Colorado Gold Key
  5. Marketing Effectiveness – Interactive Campaign : 2017 Communicator Awards
Technical specifications
  • Angular SPA microsite
  • Ruby on Rails custom CMS
  • Eloqua
  • HTML5, CSS, JS Banner ads
  • Responsive emails
Deliverables
  • Campaign strategy
  • Creative concepts
  • Microsite
  • HTML 5 animated banners
  • Emails
  • Print & billboards
  • Social ads
Creative team
  • Creative concept – Bobby Benton & Dave Flomberg
  • Art direction – Bobby Benton
  • Lead design – Ben Marshall
  • Content strategy – Natalia Klishina Story
  • Development – Alex Dreith

Question? Have a project in mind?

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