ITPG Online Campaign

To drive traffic to NEC’s IT Platform Group website, we designed and developed a series of large-format introductory banner ads that would run for a period of several months as prestitials on IT sites like ComputerWorld and InfoWeek.

At the time of our campaign, the economy was going through a somewhat dramatic upheaval. So to address escalating concerns regarding market stability, we used metaphors of climate change to represent the challenges NEC’s customers were facing.

Though our climate change metaphors may have been a tad hyperbolic (consisting of a tornado, a sudden drought, and a particularly voracious, tree-uprooting monster) they resonated with NEC’s audience. In each banner, dramatic events ravaged an otherwise peaceful scene, destroying two trees—but leaving one unscathed. This tree’s point of difference: it’s secure roots system (read: stabilizing NEC IT infrastructure).

With strong calls to action like “Adapt,” “Survive,” and “Be Prepared,” our banner ads introduced NEC’s consolidated IT Platform Group Solutions as a necessary stabilizing force in an otherwise precarious economic climate. Relaying the depth and breadth of NEC’s IT solutions, the flash banners emphasized to both C level staff and IT department heads just how NEC’s infrastructure could provide their business with resiliency, efficiency, and affordability in the face of any challenge.

Our series of banners completely eclipsed the 1% click-thru-rate industry average. With a top click-thru-rate of 3.7% and averaging a 3.08% rate, our banners provided a cost-per-click rate as low as $1.54. How’s that for dramatic change?