Spring 2009 Release launch
Digital marketing campaign
When Microsoft was ready to announce the first major upgrade to its IVR service since acquiring Tellme, we wanted to ignite excitement about the possibilities of voice while positioning Microsoft as a leader and innovator in the voice services marketplace. I managed the launch from briefing our executives on the launch strategy to guiding our creative agency to training the sales field on taking the messages to prospects and customers.
The campaign featured a distinctive hand-drawn animation style applied to all campaign elements such as digital banner ads, direct mail, and webcasts. The first exposure was a banner ad or direct mail which was written in the voice of our frustrated target audience who were not yet Tellme customers. Clicking through on the banner ads or following the call-to-action would lead them to animated testimonial videos that shared a story from a satisfied Tellme client. From there, the audience was invited to attend a webcast where they could learn how to get started with Tellme to overcome their current frustrations.
The digital marketing campaign was part of a larger launch effort that included analyst briefings, conference speaking sessions, white paper production, and field training.
Digital marketing campaign
When Microsoft was ready to announce the first major upgrade to its IVR service since acquiring Tellme, we wanted to ignite excitement about the possibilities of voice while positioning Microsoft as a leader and innovator in the voice services marketplace. I managed the launch from briefing our executives on the launch strategy to guiding our creative agency to training the sales field on taking the messages to prospects and customers.
The campaign featured a distinctive hand-drawn animation style applied to all campaign elements such as digital banner ads, direct mail, and webcasts. The first exposure was a banner ad or direct mail which was written in the voice of our frustrated target audience who were not yet Tellme customers. Clicking through on the banner ads or following the call-to-action would lead them to animated testimonial videos that shared a story from a satisfied Tellme client. From there, the audience was invited to attend a webcast where they could learn how to get started with Tellme to overcome their current frustrations.
The digital marketing campaign was part of a larger launch effort that included analyst briefings, conference speaking sessions, white paper production, and field training.
CAMPAIGN ELEMENTS
An animated banner aimed at decision makers who seek Flexibility & Control reads, "When it comes to our customer calls, / it's my job to be a control freak / but I could do without the 'freak' part. / Get the flexibility and control you need from Tellme's on-demand voice platform."
This animated banner aimed at decision makers who juggle costs and customer experience reads, "I need a voice platform / that's smart enough to balance / TCO and TLC. / You're ready to save more with the world's most caller-friendly voice platform."
This animated banner taps into the frustration most IVR managers have with their systems delivering poor customer experience. It reads, "My IVR gets the job done / for customers who have / infinite patience and no '0' key. / You're ready for a voice platform that turns impatient callers into happy customers."
A national restaurant client explains how Microsoft Tellme helps deliver a consistent, satisfying customer experience.
A financial services client describes the cost savings he achieves with Microsoft Tellme without compromising customer experience. The bottom half of the page features an interactive cost savings calculator that allows the prospect to enter information about their organization's telephony expenses and receive an estimate of the cost savings they would achieve by switching to Tellme. The information is passed on to the Tellme sales force in order for them to identify the prospects who would benefit the most from a Tellme solution.
A healthcare client vouches for the flexibility and control she enjoys with the Microsoft Tellme platform.
Credits:
Agency for website and banner ads: Razorfish
Agency for website and banner ads: Razorfish
