360i

Be seen in the right light and on the right page

Situation

360i, a leading search engine marketing (SEM) firm specializing in full service campaign creation and management, needed to establish recognition within the Atlanta market. The media was chosen and the ad space was purchased within Business to Business magazine. This magazine is full of B2B advertisers that tend to blend together. A campaign was needed in order to stand apart from the other service providers, give 360i recognition and show dominance in the SEM space. The campaign was to target Fortune 500 companies that already had an SEM campaign and not to educate smaller business on the benefits of search.

Idea and execution

With the advertising planned and media purchased through the next 10 months of the year, 360i was looking to build brand recognition with a consistent approach. The outlook of advertising to build awareness was a very mature viewpoint by 360i, but we wanted more. Our idea was to develop a campaign that got noticed and could be remembered after only a few impressions.

With the barrage of email and SPA offers, we have become aware of the standard scams and epromotions out there (ie. herbal enhancements for a better sex life, golden investment opportunities, hair growth formulas, and scams promising to increase the size of some male features) and know that they are filled with unproven and lackluster results. Our idea was to play upon these known myths and promises in a shockingly simple way using nothing but text.

The textual idea called for a few words to be prominently read and immediately conceived as one of the above mentioned myths, but this pre-conceived understanding was immediately dismissed and turned around with the addition of one or two other words. The meaning went from scandalous and SPAM-like to business classification. These second tier words showed how being in the right place can be determined by the difference of one word.

Results

By setting up an independent URL associated to the ads, 360i is able to track and understand which ads are working best and how each viewer is interacting with their site content. The campaign has pushed the magazine’s boundaries and has created the buzz needed for 360i to be remembered in the SEM marketplace.

Next Case Study