We look at 10 of the best B2B campaigns from the last decade. Victoria Clarke reports
In the last 10 years there have been many B2B marketing campaigns that have stuck in people’s minds. Whether it was superior creative, clever channel use or a brazen approach to push the boundaries – those brands responsible for such iconic campaigns have helped propel B2B’s reputation out of the shadow of its B2C cousin. The key factors these memorable campaigns have in common are innovation and intelligence, and this was recognised by not only the intended audience, but, significantly, by the wider B2B community.
Here’s a look at our 10 top-class campaigns (in no particular order):
1. ‘Look at things differently’ for Bank of Scotland Corporate by T3 (2004/5)
The campaign: Bank of Scotland Corporate (now part of Lloyds Banking Group) delivered an entrepreneurial campaign in order to achieve cut-through in a competitive marketplace. The creative focused on a striking image of a young woman with hair styled to reflect different industries (e.g. cogs and wheels for manufacturing). The bold creative was used across multiple channels including direct mail, posters and building wraps, as well as on taxis, the London Underground and more than 200 trucks.
Why it rocked: The powerful creative marked a big shift away from conventional imagery typically used in commercial finance to one that was more commonly associated with B2C campaigns. It blasted the notion of boring business banking out of the window.
“The proposition, creative work, integrated media mix and the inventiveness, thoroughness and consistency with which it [was] developed and applied played a central role in [beating initial targets by a very significant margin].” – James Farrar, former head of marketing, Bank of Scotland Corporate
2. ‘Land speed record’ for JCB by Fingal (2006)
The campaign: JCB’s impressive campaign centred on a world land speed record attempt using two JCB digger diesel engines engineered into a race car. JCB employees were engaged throughout the campaign, as was the wider engineering community. A comprehensive media and PR strategy was executed that included a publishing deal with Haynes, a two-part documentary for National Geographic in the UK and US, and exclusive stories in the Sunday Times and Top Gear TV.
Why it rocked: JCB’s campaign was an outstanding example of ultimate brand promotion, demonstrating how to turn the ‘big idea’ into a strategically executed marketing campaign that engages every single stakeholder.
“JCB only began production of its own engines in 2004 and the successful 2006 attempt on the diesel land speed record proved beyond doubt to the world just how powerful and robust JCB’s diesel engines are.” – Matt McClurg, worldwide marketing director, JCB
3. ‘Let’s go to work’ for Volkswagen Commercial Vehicles by RLA Group (2007)
The campaign: As part of Volkswagen Commercial Vehicle’s multichannel ‘Let’s go to work’ activity, a six-month radio advertising campaign was launched featuring the distinct voice of British actor Ray Winstone – famous for roles in films such as The Departed and Indiana Jones The Kingdom of the Crystal Skull. It was the biggest radio campaign VWCV had ever rolled out and helped contribute to significant sales growth despite a static market at the time.
Why it rocked: VWCV’s clever use (and choice) of a famous figure acts as a valuable reminder of the power of celebrity endorsement and association that’s often overlooked in the B2B arena.
“Radio was an important platform for this campaign and Ray Winstone, with his gravelly authority and reputation for straight talking, was the perfect spokesman. This use of celebrity endorsement helped bring the ‘Let’s go to work’ messaging to life and Winstone’s distinctive voice was key to making our spot stand out.” – Nicola Burnside, marketing communications manager, Volkswagen Commercial Vehicles
4. ‘Camp network’ for Microsoft by Rebel Virals (2008)
The campaign: In order to boost membership to its partner community, Microsoft launched a viral campaign on YouTube that featured spoof videos of networking and team building, as well as in-jokes that resonated among its target audience. A three-phase seeding programme helped deliver the campaign, which reached out to key influencers and popular bloggers.
Why it rocked: Viral video marketing isn’t often achieved in the B2B arena and comedy is difficult to execute without devaluing the brand message. Microsoft overcame both of these challenges and demonstrated the rewards of tapping into the social culture of a business audience.
“Through this viral approach, ‘Camp network’ enabled us to achieve real cut-through to drive awareness of changes we made to our partner programme. Our partners really loved it.” – Yvonne Puley, partner marketing manager, Microsoft UK
5. ‘UltraLight’ for USG by Gyro (2010)
The campaign: In order to educate the building trade about its new category of lightweight drywall, USG rolled out an integrated campaign that quantified the actual weight it was helping to alleviate. Arresting images of heavy objects and animals, such as grand pianos and elephants, were used in the creative, accompanied by the tagline ‘The weight has been lifted’.
Why it rocked: By quantifying the benefits to its target audience using bold images of familiar animals and items rather than facts and figures, USG proved the old adage of ‘a picture tells a thousand words’.
“Innovation in a commodity market is not always embraced. We wanted to make sure our customers understood what our innovation meant to them personally. Our message had to go beyond product attributes and reframe the discussion to give emotional context to the problem.” – Linda McGovern, VP marketing, USG Corporation
6. ‘One & Zero’ for SAP Business Objects by DNX (2008)
The campaign: When SAP released its reporting solution Crystal Reports 2008 it needed a campaign to encourage developers to download a free trial. The answer was to create One and Zero’s happy day – an illustrated children’s book that featured two ‘binary’ characters called One and Zero. At the end of the book, readers were invited to take a free 30-day trial of Crystal Reports 2008. Those that did could win an iPod Touch and soft toy versions of One and Zero.
Why it rocked: SAP Business Objects demonstrated the power of storytelling in B2B, particularly when it comes to communicating a dry or complex subject. By making data fun and ‘cuddly’ rather than conventionally dull, SAP was able to achieve significant engagement levels.
“Apologies to brand policemen everywhere, but sometimes it pays to break the rules. That’s why One and Zero worked. The campaign was unexpected and surprising, and while it was charming the audience, it was smuggling the messaging through.” – Simon Fraser, creative director, DNX
7. ‘Smarter planet’ for IBM by Ogilvy Worldwide (2008)
The campaign: IBM’s ‘Smarter planet’ comprised of thought leadership activity, longer print ads in publications such as The Wall Street Journal and real stories told by IBM’s own employees. Significantly, all IBM staff were empowered on social networks to help share business knowledge and instigate intelligent conversations. A robust brand identity helped create synergy across all marketing activity.
Why it rocked: Despite launching six years ago, the ongoing ‘Smarter planet’ campaign is repeatedly cited as a favourite among B2B professionals. It continues to demonstrate innovative and unusual marketing activity, which helps ensure the campaign’s core message remains relevant in an evolving economic and social landscape.
“’Smarter planet’ wasn’t just a communications platform; it was a business agenda, to the extent that IBM reports ‘Smarter planet’ revenue in its financials. It aligned an enormous company in a direction both new and yet totally authentic with its history.” – Günther Schumacher, president & COO, OgilvyOne Worldwide
8. ‘The healthy workplace project’ for Kimberly-Clark by Gyro (2011)
The campaign: To promote brand awareness of its business division, Kimberly-Clark created a workplace campaign that tapped into people’s natural competitive streak. The ‘Healthy workplace project 90-day challenge’ helped promote the idea good hygiene fosters a more productive work environment. Print and digital channels were leveraged featuring punchy taglines and sharp imagery that resonated with office workers.
Why it rocked: Kimberly-Clark’s campaign achieved stand-out status through its use of fantastic creative. Eye-catching imagery alongside humorous yet clever captions brings what may otherwise be a mundane or seemingly irrelevant business issue to life. A perfect example of intelligent wit balanced with a poignant undertone.
“The healthy workplace project’ redefined Kimberly Clark’s go-to market strategy and reenergised its salesforce. Instead of competing on pricing and selling to procurement, we opened a new channel through HR to promote workplace wellness.” – Doug Kamp, executive creative director, Gyro Chicago
9. ‘Business energy live’ for British Gas Business by OgilvyOne, CHI, iProspect, Rufus Leonard (2011)
The campaign: British Gas Business’ (BGB) ‘Business energy live’ campaign involved inviting five of BGB’s customers to significantly reduce their energy usage and share their experiences with other BGB prospects and customers along the way. In order to deliver a multichannel campaign driven by research and content, a number of different agencies were enlisted to execute various activities.
Why it rocked: BGB’s successfully integrated campaign employing multiple agencies demonstrated not only a clear brand vision but also strong leadership within its marketing department to maintain effective and collaborative partner relationships.
“British Gas demonstrated how using our new online services could help to track and reduce electricity costs through real business customer experiences, as part of an integrated campaign that was the key to success.” – Lucy Darch, head of marketing, British Gas Business
10. ‘A day made of glass’ by Corning (2011)
The campaign: To promote its speciality glass and the technology around it, Corning launched its five-minute video ‘A day made of glass’, which has subsequently been viewed more than 21 million times on YouTube – by both B2B and B2C audiences alike. The video depicts a world of mobile communication and connection, and proved so successful that a sequel (‘A day made of glass two’) was launched a year later.
Why it rocked: Corning’s viral video masterpiece proved two things: the immense power of good storytelling and the value of including a human or emotional element in a B2B campaign – proving the industry isn’t just focused on the rational.
“The viral success of Corning’s ‘A day made of glass’ video series was due to the social currency it created with a wide, global audience. We shared our vision by packaging a variety of glass technologies into a story that people could relate to and created an appetite for a future they wanted. The viral story helped Corning redefine the perception of a 160-year-old company to millions around the globe and created measureable impact on business growth.” – Lisa Burns, director of corporate marketing and branding, Corning
