Our main objective was to get free trial sign-ups for the software. The existing strategy was to target IT managers. From our experience IT managers always have a long to-do list and so might not be keen to suggest implementing new software. Our view was that directors and sales managers would be more productive targets. They would be the ones who would be up for trialling the product and would then ask the company to buy it.
What we did
The selling point of the software is that it saves time and increases productivity. The directors and sales managers are the ones always working late, so the strap-line "Mindjet Gets You Home On Time" was created. From 5.30pm until 10pm we showed ads asking them "why are you still at work? Each ad had a comical element and in a light-hearted way showed what they could be missing out on at home.
We were able to capture significant customer data, gather email addresses and drive the cost per signup down to 26% lower than Mindjet's cost per sale objective. Our display advertising campaign won the 'Online Advertising & Marketing' Summit award. It was also awarded the 'Best of Category' award, which was a great achievement. The campaign was also a B2B Marketing award runner up. We still continue to create advertising campaigns for Mindjet.
The ‘Mindjet Gets you Home on Time’ campaign has exceeded Mindjet’s expectations in terms of the cost per lead and volume of leads delivered. The campaign concept and creative delivered by Zeta was unique and quirky and really encapsulated Mindjet’s fun brand and ethos.
Senior Marketing Manager EMEA & APAC at Mindjet