WEBEX

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CREATIVE DIRECTOR: Shad Selby

ART DIRECTOR: Chris Woloshansky

WRITER: Aaron Cheesman

DIRECTOR: Shad Selby

EDITOR: Brian Hamm

DP: Brian Hamm

PRODUCER: Shad Selby

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CHALLENGE

 

During a new business push at Astone, we saw WebEx as a good fit for the agency. Our strategy and creative philosophy fit their fun and aggressive approach to consumers. The problem? They weren’t looking for an agency. The challenge for Us was how to get on their radar. As an ad agency, prospecting for new business, you need to be uniquely creative to grab attention and gain their interest. An unsolicited cold call is most likely going to fall on uninterested ears. By going in blind and trying to develop a speculative campaign, you run the risk of missing the mark and turning the client off. A great way to capture a prospects attention is to take their brand and messaging then put our spin on it. In this case, we saw that being entertaining and fun, so we decided to go viral...well semi viral that is. The idea was to create a perceived “amateur homemade” video and seed it to WebEx marketing and Management teams. The strategy was it would grow virally within WebEx and get us noticed. It worked! The video was received extremely well...so much so, we got in the door for a meet and greet. We were now on their radar. Knowing they had an agency of record, we positioned ourselves as an agency that could handle full campaigns to project work.

 

CREATIVE SOLUTION

 

 

We didn't want to just crack the door open for a Webex sales rep...we wanted to have the tools to kick it down. They liked the energy and style of our attention getting viral video, so we wanted to stay aggressive.

The strategy was a "Shock and Ahhh" approach. We wanted to create so much "AHHHH" and interest, that when a Webex sales rep called the executive, that executive would be excited to talk to them. If they went to the website, prior to the sales rep's call, and signed up for a consult or even called sales direct then we exceeded our goal. We took a satirical approach to modern technology and communication. What was developed was the "ROC 2.0" or the "Revolutionary Office Communicator".

and drove people to "MyGreenRoc.com" The concept of the "Green ROC" was strategically perfect to grab the attention of executives... it wasn't the norm. It was new, different and exciting. 

 

Marketing pieces:

 

Direct Mail

Website

Videos

Data Capture

Viral Email