Campaign:

Do More.

For almost 30 years, Oracle has been helping organisations to manage their business systems and information with reliable, secure and integrated technologies.

Today, Oracle is the world's largest business software company, with solutions that extend far beyond the database, a fact they wanted to communicate to key European telecoms companies.

Gilroy's solution was a multi language, highly personalised approach to CIOs consisting of a presentation box containing a multi-media photo frame, capable of playing video. When the unit was switched on, it automatically played a high quality animated presentation. Further presentations where sent out in the following months via pre-loaded memory cards for them to play on the unit.

Campaign:

Push Back.

When Fujitsu Siemens Computers approached us for recommendations on a notebook campaign; our response was dont run it - at least not now.

Instead we recommended a mid-range server campaign, targeting former Sun Solaris customers. Sun's decision to move from a direct to an indirect model gave FSC and it's key reseller partner SCC the chance to gain traction in major accounts where they had consistently failed to gain any foothold.

Gilroy's solution was a 3-part high-value DM campaign aimed at the MIS (now CIO) top 500 - the UK's top purchasers of IT hardware equipment from both the corporate and public sectors. Accurate targeting and diligent execution - plus some ingenious creative enabled us to achieve a 52% response rate.

Campaign:

Lto Ultrium.

Seven months after launching LTO Ultrium through a process of coopertition with two rival vendors, HP found itself with just 3.8% global market share.

Gilroy was appointed to the task of achieving significant traction for HP in the global tape storage market, and with increasing HP's share of the Ultrium market to 22%. We were given 18 months, a fixed budget, dedicated marketing personnel and access into a global sales team.

With a new strategy, reworked propositions and a comprehensive suite of sales and marketing collateral, Gilroy helped HP to grasp 48% global market share and the campaign was hailed as an example of best practice by HPs senior management team.

Campaign:

3 clicks.

For the past ten years, Vignette has been a key player in the evolution of the Internet.

Their award-winning software enables the world's most popular websites to facilitate the management and delivery of content. By the end of 2008, UK retailers were struggling with difficult market conditions. Online sales presented major retail brands with an opportunity to achieve an increased share of the consumer wallet and for Vignette, to position themselves as leaders in this specialist field.

Our creative theme of 'What Goes Click, Click, Click, Gone?' focused on the fact that over 95% of online searches are abandoned after 3 clicks. An online advertising campaign was developed, driving people to a dedicated microsite offering the chance to download some valuable research and insights. To date the campaign has delivered 258 responses and 49 downloads of the report.

Campaign:

Integrity.

Leading hardware vendor HP and strategic reseller, Logicalis wanted to increase the sales of HP Integrity servers. It's estimated that the majority of servers across the world operate for their lifetime at around 20% of capacity.

Through virtualisation, Integrity servers are able to fulfil the function of a number of dedicated servers, saving on running and management costs and contributing to a lower corporate carbon footprint.

Our challenge was to devise a campaign that promoted HP hardware, but stood out from other HP collateral, and to communicate the business case for virtualisation, whilst avoiding overly technical messages.

The high-impact 3D DM piece, teaser postcard and branded microsite exceeded the campaign target by converting 11% of the database to qualified leads.

Campaign:

efficient it.

Leading systems integrator Logicalis sought a campaign to generate awareness and leads for its key go-to-market programmes by leveraging 'The Inefficient Truth Report', a summary of the findings of a survey conducted amongst UK CIOs by Global Action Plan (GAP).

Gilroy devised a programme involving leading online and off-page media brands promoting Logicalis' capabilities in driving efficient IT, under the creative headline of 'There's No Such Thing As Green IT'.The campaign included cover-bound wraps, belly bands, off-page advertising and a whole host of online media such as commissioned articles, text links, sponsorship, skyscrapers, MPUs, newsletters, bulletins and targeted emails. The call to action was to visit The IT Sanctuary, an online forum created by Logicalis to nurture and develop ideas in IT. Results were exceptional, with an 88% increase in visitors to the IT Sanctuary. Click-throughs totalled 5,418 and 30 qualified leads were generated in one month.

 

Campaign:

energising a global network.

Marshal delivers integrated email and internet solutions to businesses worldwide.

Much of Marshal's business is driven across indirect channels. They were seeking to motivate and empower their global reseller community to boost sales of key solutions.

Gilroy delivered a comprehensive mix of online and offline marketing materials, delivered via a self-service portal, that could be personalised to the reseller partner.

The campaign was adopted by 35% of the global reseller network, exceeding the client's expectations by 300%

Campaign:

super loader3.

pan-european campaign

Quantum, a global leader in storage solutions, was looking for an engaging campaign to re-energise their reseller community across the UK, France and Germany.

Working to a tight budget, Gilroy proposed a 3-tier eDM campaign featuring embedded video using our unique g:cast technology. The g:casts linked to a campaign microsite that captured respondents' data and also hosted a viral marketing game offering the opportunity to win tickets to the World Cup.

64% of the 28,000 g:casts were opened and over 4000 respondents clicked through to the SuperLoader3 microsite, achieving a click-through rate of 34%.

Campaign:

driving sales of broadband ethernet.

across 13 european territories.

COLT, a leading provider of business communication solutions was seeking to increase traction in the growing pan-European broadband Ethernet market.

 

The Gilroy solution was built around an information-rich multi-media website, produced in 5 languages. Traffic was driven to the site using a diverse mix of materials based on a central creative theme. These were made available to local markets in their chosen language.

The campaign outperformed targets for both number of qualified leads and pipeline business and COLT was named the MEF (Metro Ethernet Forum) Service Provider of the Year 2007.

Campaign:

home & network mobility.

With 10,000 attendees, The Anga Cable Show and Convention is the main opportunity for Motorola to showcase its products and solutions to European cable operators, networks and content providers.

 

Gilroy was tasked with raising awareness of Motorola’s attendance at the show and with inviting key prospects along to the event. Through a mix of off-page advertising and tailored invitations, Gilroy more than doubled the target number of appointments booked – achieving a conversion rate of 19%.

Campaign:

can the
spam.

Spam. We all hate receiving it, and yet it's estimated that spam accounts for over 90% of all business email traffic.

 

McAfee sought to grow awareness of its Secure Content Management Services - specifically its anti-spam and phishing prevention capabilities.

We worked with McAfee's marketing teams across the world to develop a theme of 'Can the Spam', encouraging and empowering the audience to 'Fight Back'.

The campaign, consisted of physical and electronic DM, fulfilled by a dedicated microsite that offered all manner of resources.

The campaign delivered a 27% opportunity rate and opened a potential $5.3M business pipeline.

Campaign:

Healthy print.

Despite Samsung's meteoric growth at retail level, there are still areas in the B2B space where the brand occupies challenger status.

 

One such market is print for public sector health (PSH), a lucrative and buoyant market traditionally dominated by HP, Brother, Ricoh and Canon.

Gilroy was tasked with increasing awareness of Samsung print within the PSH market, and generating an incremental sales pipeline to be fulfilled by Samsung's dedicated channel partners. Another objective of the campaign was to engage and empower the channel, making it easy and rewarding to sell Samsung print solutions.

A multi-touch DM campaign followed by telemarketing to 333 PSH contacts, doubled awareness to 90% with over 27% of the targets converted into leads for Samsung's channel partners.

Campaign:

Select tcs.

IT specialists Tata Consultancy Services (TCS) sought to generate awareness and interest in their solutions amongst a tightly profiled audience of key enterprise level decision makers, across 11 diverse industry sectors.

 

We worked with TCS to segment their audience and to understand the specific challenges faced by each named contact. The economic downturn led to creative theme 'Survival of the Fittest', in which we linked business transformation to examples of evolution or adaptive behaviour from the natural world.

The campaign consisted of highly personalised multi-touch DM, EDM and led to an information-rich, multi-media microsite. 17% of contacts registered to attend a workshop or requested a meeting. TCS also received letters complimenting the approach from the leaders of a number of high-profile blue-chip multinationals.

Campaign:

hipath openscape.

Siemens Communications and technology partner Microsoft were looking to build a market for HiPath OpenScape, an application that enables large organisations to work more efficiently and to communicate more effectively.

 

Our strategy was to create a community of early adopters amongst a select group of corporate and public sector organisations with a minimum of 10,000 seats that operate from multiple sites across Europe. The campaign, consisting of highly targeted DM, EDM, off-page advertising and rich media,was executed in just 12 weeks, an incredibly tight window in which to persuade two conservative brands to take a daring step creatively. In all, we generated 157 qualified leads - some 303% of the target set at the beginning of the programme. Furthermore, the campaign was awarded 'Product or Service launch of the Year' at the prestigious B2B Marketing Awards.