BtoB's Best: Print (Single Ad): Interactive Intelligence

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Agency: In-house Campaign name: “Dear Steven” Launch date: July 2012 Why we liked it: Sometimes the only way to break through the clutter of b-to-b advertising is to do so in such a creatively unexpected way that the audience can't help but notice. Interactive Intelligence presents its selling proposition improbably enough in the form of a “Dear John” letter. Or in this case, a “Dear Steven” letter in which a disaffected customer named Amy writes that she's looking for something better: a single, agile software platform with a choice to move to the cloud. Amy rattles off other advantages to her new relationship with Interactive Intelligence before telling Steven that: “It's been nice ... but it's over.”
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