This multi-channel campaign for Autodesk, featuring a build-your-own model of London’s iconic The Shard skyscraper, achieved 4x the expected response rate, secured an ROI of 193% and won two awards at the B2B Marketing Awards 2017.
Integrated marketing campaign, lead gen
Website, infographic, animation, direct mail
Autodesk wanted to tell some of its highest-value accounts about the benefits of expanding their portfolio of Autodesk solutions.
To kick off, a flat-pack model of the Western Europe’s tallest building, The Shard, was mailed to a highly-targeted list of Autodesk accounts.
Comprising ten pieces and minimal build instructions, the model was designed to push the buttons of creative problem-solving types like architects and engineers.
IP-targeted display advertising drove a wider audience to an eBook, completing a far-reaching awareness layer that included social media and created a consistent engagement experience across all channels.
To drive further brand interaction across social platforms, recipients were encouraged to work together to build The Shard model and Tweet a picture of their team with the finished product – in return for a chance to win ‘design collaboration expertise and beers’.
Catalysis then arranged an Autodesk-hosted knowledge-sharing event at the winners’ offices, complete with a mobile bar and Autodesk-branded beer mats and pint glasses.