3Com, a well-known network provider, required an online campaign promoting their security solutions to IT network managers across four European countries.It was decided that the best way to reach this difficult and potentially diverse group was through a viral email containing a link to the 3Com security microsite.

The viral presented a humorous ‘take’ on lax internal security that IT managers could appreciate. The footage, apparently from CCTV cameras, shows a snoozing security guard and an opportunistic white-collar thief. The thief steals everything he can - down to the guard’s desk and clothing. The endline, ‘With 3Com, at least your network’s secure’ gives the IT manager peace of mind that, in a situation of absurd incompetence or blatant criminality, vital data can be protected by 3Com.The activity achieved phenomenal response rates-10.7% average across all the countries, 55% in the Netherlands.Furthermore, the use of viral to promote brand awareness in a B2B environment worked very well. Where pass along could be tracked, it was as high as 19%.

The Security movie has had such an excellent response across Europe that 3Com are now considering rolling the email out across Asia.

According to telephone follow-up, the Leaving Card had a high recall among recipients. It was translated into five languages and rolled out in Europe as a result. Only aggregated figures for phone call response and website hits are available which also include responses due to other marketing activity.