Citrix - "Trivial Pursuit"

Make IT managers in large corporations choose a new solution

In 2004, in cooperation with IBM, Citrix wanted to motivate IT managers in the 500 largest Nordic corporations to consider switching to a Citrix solution that would give all employees secure access to relevant data no matter where they are located. However, the challenges were immense:

• The target group is over-communicated and used to receiving rather large incentives for their attention, e.g. expensive presents
• Switching to a different IT infrastructure is not something you just do; it's a complex process of change
• Target: 20% response

Consequently, the campaign needed to inform and motivate the target group to consider and seek out more knowledge about such a new solution.

Solution
A Trivial Pursuit (TP) universe communicated that the more you know the easier it is to reach your goals. It also was attractive for playing, gaming and competing. The incentive is an original Trivial Pursuit game.

We tempted them with the concept ”Is your knowledge in demand?”, that is, both the lead’s own knowledge and the knowledge accumulated in the company. In the envelope is a letter and a USB key which in itself profiles Citrix and IBM as modern up-to-date corporations that can handle technically complex solutions in a simple and logical way. The letter shows how many of Europe’s Top 500 companies are already implementing a Citrix-based infrastructure. This motivates the target group to insert the USB key in their computers and watch a video greeting from IBM’s General Manager for the Hardware Division. After the video greeting the customer lead is introduced to 6 questions in Trivial Pursuit style indirectly communicating the advantages of switching to Citrix/IBM solutions. Then a link directs the lead to an online questionnaire.

Instead of a conventional reminder, the campaign is followed up on with a phone call. Both respondents and non-respondents are invited to a seminar – via a personal invitation based on the respondents’ own answers.

Results

• Nordic
  

Response Communication 1: 27%

Response incl. telemarketing: 44%

• Denmark
  

Response Communication 1: 39%

Response incl. telemarketing: 58%

• 8 out of 10 respondents answer they would like to meet with IBM and Citrix.

• Estimated ROI for Norway: More than 50.