CIA Campaign
ResponseTap
Issue 49 | December 2018
Agency
Red C Marketing
Creative Team
Stuart Clark, Nick Jones, Andrew Partridge
Other Credits
Nick Ashmore, Lucy Hardacker, Rose Butler, Steve White, Chris Morey
Date
September 2018
Background
ResponseTap is Europe’s leading provider of Call Intelligence, a call tracking platform that allows marketing teams to understand which activity is driving inbound phone calls with the kind of precision normally associated with digital marketing attribution tools. The overriding challenge for the broader marketing strategy revolved around how to get cut-through with marketers in a crowded space. There are currently over 5000 martech suppliers offering their services to marketing teams.
How do you create standout, create disruption and generate a conversation with a marketing qualified lead?
Idea
Direct mail was the main channel used for the campaign. As per the wider ResponseTap marketing strategy, personalised DM was chosen as being the most impactful medium for engaging the target, as a reaction to the abundance of digital content currently in circulation.
A brown manila envelope, complete with a red CLASSIFIED stamp on the front, began a sense of intrigue to encourage a high physical open rate.
Contained in the envelope was a personalised letter with the most important details redacted, adorned with C.I.A. branding. On closer inspection it became clear that this was from the Call Intelligence Authority, and not in fact the C.I.A. themselves. The copy was crafted to illicit a response and evoke intrigue. Vital parts of the copy were blanked out to create a sense of urgency.
The CTA on the letter was to enter a code to a PURL that could then unredact the necessary information pertaining to phone calls and how important they are for your business. Clicking on the link would take the prospect to a dedicated landing page that could then connect them with their sales 'agent'.
A series of emails were designed to initially tease the DM landing, and then to follow it up. This was also accompanied with LinkedIn ads.
Results
• 3 emails were sent out alongside the DM packs • Email Open Average = 16% • Email CTR = 1.05% • 209 responses from 4,815 DM packs (4.34% engagement rate).
183 MQLs generated. (3.8%)