Shortlist best limited-budget campaign: ‘Mindjet Gets You Home On Time’Mindjet’s collaborative work management software has the power to make both individuals and businesses more productive, helping prevent people from having to work late. ‘Mindjet Gets You Home On Time’ was a campaign that generated leads by asking the question: “Whyare you still working?”The campaign, designed and executed by Zeta on Mindjet’s behalf, took an emotive message (working late can damage relationships at home) and injected humour into it, via a tongue-in-cheek portrayal of a vintage household in the ‘mad men’ era.The range of quirky and entertaining display ads targeted prospects at regular intervals, from 17.30 onwards, to remind managers and team leaders why it’s important to be more productive during the day and get home on time. The aim of the ads was to create intrigue and prompt the user to click through to a landing page where they could read more about the benets of Mindjet, download a free trial and promote the software within their organisation.The campaign achieved a cost per lead 26% less than Mindjet’s original target. It also enabled Mindjet to capture signicant customer data for future marketing activities.