SunGard Availability Services provides disaster recovery services, managed IT services, information availability consulting services and business continuity management software.
Objective: The SunGard Availability Services Demand Generation team looked to develop a campaign that educated IT professionals on the benefits of Cloud and how to utilize SunGard Cloud services while fully protecting their data and applications. It was vital that the campaign cut through the white noise that occurs within BtoB marketing and gain traction quickly.
To achieve this, Bulldog Solutions created several unique pieces of content that paralleled a pop-culture phenomenon: zombies. Success was measured on the number of times the content was downloaded and shared by influential third-party Cloud-based sites. Readers were encouraged to identify vital materials for recovery, establish priorities and adapt to changes. All of the zombie content developed by Bulldog tied back to the campaigns' overarching theme of disaster preparedness and the benefits of moving to the Cloud.
Results: The zombie campaigns created by Bulldog were a smashing success, eating up the following awards: 2014 Marketing Sherpa Email Award for Lead-Generation, Triple-Crown winner 2013 BtoB Magazine Best Creative Award Campaign, and a 2013 Stevie Award nomination for Best BtoB Creative Marketing Campaign.
Zombies aren't for every brand. The point is that defying conventions can often yield big results. Forget the status quo. Is your marketing feeling a little dead?