Autodesk is the world’s fourth largest PC software manufacturer, with a specialism in solutions for the management and sharing of digital assets, particularly in the construction, manufacturing, infrastructure and media industries.
It created a file compression solution called DWF, with the aim of helping users (such as architects) transfer drawings, concepts, etc. created in the DWG format to communicate with developers via email. Prior to this, plans and drawings had to be sent in paper format, with developers required to make manual amends. DWF facilitated on-screen amends and enabled quicker turnaround, saving time and money for both parties.
However, Autodesk recognised that sales of DWF would depend on its usefulness and relevance amongst a broad user-base, not just its own clients (typically architects). Specifically, if an insufficient number of users (e.g. developers) had downloaded the free ‘reader’, enabling them to access files transferred in this format, actual opportunities for using the product would be limited. Consequently, demand to purchase licenses (costing £150) would also be limited.
A key objective was therefore to drive trials amongst all possible users across Europe, but this was complicated by the fact that Autodesk had historically had no contact with most of these user groups (its clients’ clients).
RCA’s solution was a multi-phase campaign incorporating a viral mechanic that would introduce the benefits of DWF, and both generate interest and encourage trial amongst all users in the design industry. These users would then spread the message via their work groups.
Digital was considered to be the ideal route for this campaign, as it reflected the environment of the product itself and because it would enable distribution to a large audience at minimal cost.
The ‘Look deeper’ campaign focused around a ‘magic eye’ stereogram competition, challenging participants to view a hidden 3D image and identify it in the fastest time. The five fastest were rewarded with 60GB iPods.
The proposition was designed to encourage recipients to understand the benefits of DWF, therefore moving them towards purchasing.
Entry required participants to provide three further email contacts. An additional invitation was automatically created to each address supplied, generating a viral effect. Activity was translated into five languages, in a bid to drive promotions across Europe.
The first phase of the campaign was the so-called ‘inform’ phase, in which participation in the competition was driven by a combination of outbound email to Autodesk’s customer database, a link on the product centre, other banner advertising and pay-per-click search marketing.
In total, Autodesk logged 13,800 visitors to its product centre page over the three months of the campaign. During the same period, 3700 visitors clicked on a ’30 per cent off’ offer contained on the product centre.
The following ‘participation’ stage, in which emails featuring the stereogram were sent out to all registered users, generated 22,500 site visitors and almost 11,000 competition registrations. Each entrant was allowed three attempts at the competition and in total 28,000 attempts were made.
Next came the ‘share’ element of the campaign, in which emails were sent out to all addresses supplied by participants in order to qualify for the campaign. This generated a total of 11,378 emails, increasing the total number of campaign emails opened by 23 per cent. Over 3000 of these clicked through to the competition site.
In terms of generating action, just under 10,000 people clicked through from the website to access more information about the product, obtain a discount or purchase, and 7500 30-day trial packs were downloaded.
Although Autodesk has declined to reveal precise sales figures, these increased by 38 per cent following the campaign, having been relatively stagnant in the previous four years, following the launch of the product.
The campaign was devised and delivered for £50,000 and the client deemed it to be so successful that it was repeated during the following three months, using a new image and competition.
John Goodman, EMEA marketing manager at Autodesk, comments, We were delighted by the outcome of this campaign. RCA’s innovative solution demonstrated real understanding of our needs and our target audience and is a rare example of viral marketing being successful in business-to-business. It’s a sure sign that creativity is alive and well in B2B. We were thrilled that it was runner-up at the 2006 B2B Marketing Awards.
