Drive Impact in 2024: 5 Award-Winning Tech Campaigns from Intercept
As you look ahead to the second half of the year, we want to share some award-winning campaigns from the past year to inspire your thinking. These notable campaigns drove results and raised the bar on innovative marketing strategies for this year and beyond. Here are five campaigns that show how to turn challenge into opportunity.
Winning Campaign #1
‘Dev Zone’
Microsoft wanted to keep the developer community engaged in a post-pandemic world where fewer in-person meetups are the norm. Busy developers often struggle to attend events due to packed schedules. We turned this pain-point into an engaging experience with an innovative approach that met the demands of developers’ schedules while honoring the value of their time. Through an exclusive screening for an exclusive audience, developers consumed Microsoft Build content while being among the first watch the premiere of Top Gun: Maverick. Based on its success, it was scaled out globally to reach developers around the world and served as a guiding light for other major Microsoft events like Ignite, Inspire, and Envision.
Winning Campaign #2
‘Subscription Overload’
In the rapidly evolving tech landscape, companies face a deluge of “as-a-service” solutions, which drive innovation but also lead to subscription overload and escalating expenses. HP recognized this challenge as an opportunity to introduce HP Subscription Management Service. The challenge was to educate businesses on how it would streamline their cloud subscriptions. We employed a multi-channel strategy of leveraging display, search, YouTube, content syndication, and publisher-direct media buys to successfully engage the audience while exceeding our target objective.
Winning Campaign #3
‘Surface Show and Go’
Microsoft Surface devices are considered premium offerings, and their price point demands an in-person experience for buyers to fully appreciate their value. To address this challenge, we created Microsoft’s first-ever hybrid device showcase kit to showcase the premium nature of the Surface devices through both physical and digital experiences. The campaign’s success, innovative approach, and premium offering have set a new standard for how Surface devices are experienced in the modern workplace.
Winning Campaign #4
‘To the Cloud’
In the ever-evolving tech industry, Managed Service Providers (MSPs) play a crucial role in managing businesses’ IT infrastructure. With the introduction of cloud technology, MSPs are faced with an important imperative: innovate before you’re forced to. TD SYNNEX recognized this pivotal moment and embarked on a new initiative to empower MSPs with the knowledge and tools required to successfully embrace the cloud. New MSPs had minimal experience selling cloud solutions and had barriers around knowledge, skills, and processes. Existing MSPs struggled with scaling their cloud practice, while navigating the multitude of TD SYNNEX programs and resources. To address these unique challenges, we engaged new MSPs with a 7-step guide to building a profitable cloud practice. To empower existing MSPs, we partnered with IT World Canada to create an exclusive webinar that covered the latest trends and strategies to accelerate their business transformation. As a result, the campaign in-market period was extended to extract every ounce of value from this high-performance campaign.
Winning Campaign #5
‘Winning Future SMB Owners’
Intuit faced increasing competition from modern cloud-native rivals in reaching the young startups. To secure the future of small business customers, Intuit needed to engage customers earlier in their journey to ensure QuickBooks was chosen as they entered the workforce. We developed an integrated digital strategy targeting university and college educators, recognizing them as influencers. By engaging with educators in focus groups, we gained insights into their methods for evaluating tools and resources for their curricula. Leveraging this, we used concise and punchy quotes and data from these educators as key proof points to incorporate QuickBooks into their curriculum.
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