BtoB's Best: Integrated Campaign (<$200,000): SunGard Availability Services

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Agency: BullDog Solutions, Austin, Texas, and Booth Bay Creative, Phoenixville, Pa. Campaign name: “Zombie War” Launch date: May 2013 Why we liked it: The key to any successful integrated campaign is a focal point. SunGard has one that few will forget—zombies. The campaign manages to be both playful and hard-selling at the same time. Amid all the effort's manufactured hysteria about zombies is some solid, persuasive messaging about SunGard's value proposition. The various pieces of the campaign all fit together to tell the story of SunGard's expertise in disaster recovery, cloud and managed hosting solutions. Debuting a month before the release of zombie movie “World War Z,” starring Brad Pitt, the campaign could not have been better-timed or better-orchestrated to reach an audience of IT directors—normally serious-minded folks who we're sure played along with the zombie-themed pieces.
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