Earlier this year, Synchromesh was awarded Best Creative copy for a campaign created for Lexmark. Competition for the award came from over 130 international network (IN) agencies and was voted upon by the heads of each agency. The award was presented at the global IN conference in Buenos Aires in June.
Interestingly, this particular advertisement is also to be used by publisher McGraw Hill as an example of cut through campaign advertising in a soon to be released marketing text book.
TASK
Lexmark’s aim was to position the business as offering a technically advanced solution. Given competitive strength (albeit with variable levels of awareness) in the enterprise sector, it was agreed that we would use enterprise level case studies to demonstrate Lexmark's solution based approach. Media was focused upon both enterprise and small-medium business (SMB) sectors.
SOLUTION
Having acknowledged the fact that a traditional testimonial approach was somewhat overused by the market, we chose to apply a strategy that challenged the reader to understand an apparent contradiction (in this case, a technology company selling a grocery item). In doing so, we not only generated cut through but also directly related the Lexmark opportunity to customer benefit (in this case, increased sales).
RESULT
Despite having a market spend of less than 20% of primary competition, research acknowledged Lexmark market awareness within the enterprise segment as being comparable to higher profile competitors. The campaign result was acknowledged as being a major success with this outcome being attributed to solid creative cut through and well targeted, highly efficient media buy.
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