This category is for marketing efforts from businesses targeting other businesses. Business-to-business efforts for any type of product or service, from any marketplace segment, are eligible to enter.
Evotor Smart Terminals Start Up for a New Audience
Evotor offers smart terminals with a cloud apps store since 2016. In 2018, the online cash register was made mandatory for trade and catering small businesses, previously exempted from using cash registers. To earn the loyalty of potential customers with minimal product knowledge, we launched a digital campaign based on audience buying and consistent communication. The task was 100% successful: entrepreneurs came to the sales points with a specific request for the Evotor terminal, and we showed the fastest growth in the market, just within 4 months 185 thousand devices have been sold — 19% of the total market size.
Kaspersky Lab has saved small and medium-sized businesses from viruses for 20 years. The brand obtained a stable market position; it caused stereotypes in the customers’ consciousness. We needed to turn the tide – to attract new clients and bring back those who switched to free antivirus versions during the crisis. We divided the audience to IT administrators and directors. Rational reasoning didn’t work; we brought up the painful points. The owners saw the recklessness of trusting the most valuable things to cheap anti-viruses. IT administrators understood that configuring an antivirus shows expertise. The sales grew even during the “quiet” months.
Brand: Kaspersky Lab RussiaCIS
Client: Kaspersky Lab Russia CIS
Tallest Building on the Internet
The U.S. building industry is a tough nut to crack. With virtually no brand recognition in the U.S., Mitsubishi Electric needed a way to reshape the building industry skyline and gain a foothold in the market. It was a tall order. So we built the Tallest Building on the Internet. Our virtual skyscraper campaign towered above the competition with its graphically compelling, interactive representation of the message “Together, we can build more efficient buildings.” With over 33MM impressions, 45,678 site visits, and 527 leads, the campaign made a big impact.
Brand: Mitsubishi Electric
Client: Mitsubishi Electric
Agency: MRM//McCann West