Agency: Catalysis• Role: Creative Director
2x B2B Marketing Awards
Autodesk wanted to tell some of its highest-value accounts about the benefits of expanding their portfolio of Autodesk solutions. To kick off, a flat-pack model of the Western Europe’s tallest building, The Shard, was mailed to a highly-targeted list of Autodesk accounts.
Comprising ten pieces and minimal build instructions, the model was designed to push the buttons of creative problem-solving types like architects and engineers. IP-targeted display advertising drove a wider audience to an eBook, completing a far-reaching awareness layer that included social media and created a consistent engagement experience across all channels.
To drive further brand interaction across social platforms, recipients were encouraged to work together to build 'The Shard model' and Tweet a picture of their team with the finished product – in return for a chance to win ‘design collaboration expertise and beers’. We then arranged an Autodesk-hosted knowledgesharing event at the winners’ offices, complete with a mobile bar and Autodesk-branded beer mats and pint glasses.
“The direct mailer was hugely successful from our perspective – we got four times the expected response rate and gained traction in our largest target accounts. The concept design and execution were very different from our normal approach, and clearly struck a chord with our customers.”