BtoB's Best: Direct Mail (Single): Jive Software

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Agency: Babcock & Jenkins, Portland, Ore. Campaign name: “Spark Something Amazing” Launch date: June 2012 Why we liked it: Who doesn't remember the childhood thrill of catching fireflies on a warm summer evening, placing them in a jar and watching them set it aglow? Jive Software cleverly arrests the attention of busy executives by recreating those magical moments with a motion-activated electronic firefly in a Mason jar. The point of the exercise is to educate the audience about how Jive's social business platform offers innovation and a competitive edge. The piece is designed to drive decision-makers online, where they can take in a personalized content hub page that features a video welcome, a solutions overview, case studies and links to the Jive community. The touch of nostalgia is just the thing to get prospects to take notice.
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