BtoB's Best - Direct (Multi): Cincom Systems

Runner-up

Cincom Systems

Agency: In-house Campaign: “Transform Your Business Into a Selling Machine” Launch date: June 2011 Creative credits: Project director: Marilyn Cox; campaign strategist: Dale Wolf; graphic design: Justin Klefeker; writers: Carey Hoffman, Devin Meister; marketing support: Nancy Fossitt; marketing manager: Patty Tomley Why we liked it: Don't deny it. No matter how jaded you are, it's still fun to get a package in the mail, especially if it's something unexpected like a pizza box. After all, even the busiest executives are likely to wonder who sent it and why. Guided-selling software provider Cincom Systems did just that in a multistage campaign using 3-D mailers that also included a faux-diamond brooch and a bottle of hot sauce. Copy for each mailer linked the object to Cincom's message about how its software can help businesses. The pizza box contained an invite to a virtual presentation and a pizza lunch on the marketer. The mailers are strong individually; our only complaint is that the campaign might have had even more punch if the theme of the three pieces had tied together more closely.