Lawson is a global software provider. The marketing efforts of Lawson are strongly focused on target buyers per industry. Lawson was conducting a direct mail lead generation campaign targeted at heavy equipment dealers across the globe. The challenge was to create a complementary email campaign concept that would stand out from the clutter of competitive campaigns and would really grab the attention of the target group.
Solution
spotONvision created a series of 3 videoletters which enabled Lawson to convey the benefits of their solution to heavy equipment dealers in a creative and humourous way. The videoletters are executed just like a any other email campaign but they are linked to videoplatform which allows you to deliver your message using multimedia clips. The videoletters were rolled out over a 6 week period, views and click rates are measured on a constant basis with telemarketing follow up.
Result
Suzanne Benn, Marketing Director Lawson: “This campaign and especially the videoletters that spotONvision made, was very effective. The videoletters helped simplify our messages and delivered them in a creative and original way, we found that the combination of words, images and sound was very powerful and perfect for a global audience. I like working with spotONvision because they give us fresh ideas and I was also impressed with the short amount of time between the initial briefing and delivery of the final videoletters”.
