Name of campaign: “Sybase Enterprise Mobility”
Launch date: March 2009
Creative credits: Creative director/copywriter: Mark Norton; associate creative director: Jennifer Taylor; art director: Rudy Bellg; senior interactive designer: Josh Rosenquist.
Why we like it:Don't get us wrong—we like fancy, creative ads, but we also believe the straightforward approach, especially backed by persuasive numbers, works in advertising more often than not. Sybase wanted to show it was more than a database and data management company, so it used an online advertising campaign to show its offerings in the enterprise mobility market. Using online rich media ads, Sybase told the story of how 85 of the Fortune 100 used its enterprise mobility offerings. It also offered prospects a white paper from IDC, an analyst report from Gartner and a video from partner SAP. Sybase reports that the ads had an open rate three times better than the industry average for rich media.