The challenge was to raise awareness of IBM’s new Rational Build Forge product – a software package that helps Development Managers dramatically improve the speed of Application Development.

We created the “Rational Development Patrol” and sent out a kit including badge, sunglasses and speed radar gun. This drove the recipients to a website where they could issue “speed infringement notices” and register for advanced training (the live event – themed with crime scene tape, posters, “deputies” and, of course, doughnuts). These managers jumped at the chance to play the role of “speed enforcer”. After all, that’s their job.

From a mailing list of 110 we generated 120 unique visitors, 563 page views, and an average session time of 3:30 mins.The Proof of Technology sessions (the live demo event) achieved full attendance for both Sydney and Melbourne sessions.

Following the demo sessions, the client cultivated 3 leads totalling Validated Lead Revenue of AUD$300k + These results were from an initial marketing investment of circa AUD$35K.