Quark
Previous Project
By changing the rules, we delivered over 100% increase in visits to reseller sites
Disciplines—
direct marketing + email + online advertising + media + digital + integrated + channel enablement + demand generation
Challenge—
Quark has the most advanced software currently available in the page layout market. But it faces the twin challenges of intense competition and market inertia (many customers are happy with earlier versions of the software and see no need to upgrade). The challenge was to boost uptake of QuarkXPress 7 across Europe.
Solution—
The convention in the market is to go down the route of creative freedom, the ability for designers to express their ideas, win awards etc. This is very much where Quark’s competitors have chosen to play. Sadly for them they are missing the real point of this kind of software.
The research we did showed that the market is actually all about performance, that when your back’s to the wall you need something you can rely on. So leveraging a key product benefit, the creative strategy was ‘simply faster’.
We created a high impact DM piece that took the reader through 24 hours in the life of a designer up against impossible deadlines (a situation they know well). We then asked the question: At what point today will you wish you had QuarkXPress 7? On the back of this we created an online game testing their reactions (and inviting them to challenge their friends and colleagues) as well as rich media web banners, landing pages and eDMs.
Results—
While specific results are confidential, the campaign generated far higher than average hits to the microsite and a massive 100% increase in hits to reseller sites.
Contact—
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