A multi-channel campaign that included mailing a whiteboard covered by a static cling sticker printed with the campaign creative was recently recognized by Microsoft with a Distinction in Marketing award for the best lead generation campaign.
Interactive marketing agency Roger West Creative & Code and Microsoft partner Tribridge developed the campaign, The Whiteboard Challenge, to create awareness of Microsoft Dynamics among professional services companies and generate business leads for Tribridge.
“We imagined the executive team in front of a whiteboard outlining their technology issues, but having a hard time getting past the boardroom to make necessary changes in their organization,” said Michael Westafer, CEO of Roger West Creative & Code, in a statement. The campaign was designed to encourage c-level executives to work past the whiteboard to find a tangible solution to their technology issues.
An actual whiteboard was mailed to over 1,000 professional services companies. It had been covered with a static cling sticker that was printed with hand-drawn sketches like those you might see on a whiteboard in use during a business meeting. The whiteboard also encouraged recipients to visit the campaign microsite, TheWhiteboardChallenge.com, for more information and to register to win an interactive whiteboard. OAI Corp. printed the static cling sticker, which could be peeled off so could be board reused.
“These days you have to be different if you want to get noticed,” said Westafer. “So instead of a standard direct mail piece we mailed an actual whiteboard.”
Other elements of the campaign included an HTML e-mail, a series of targeted Webcasts and social media.
