3Com Up at Night Campaign
3Com approached Metal with a problem: We are known for our individual products, not our integrated, secure converged networking solutions. To help generate awareness of 3Com’s broad offering while still generating leads, Metal created a multi-touch, integrated campaign which addressed key pain points as “ the things that keep you up at night.” The campaign consisted of four email drops, four direct mail drops, a web micro-site, a high-value sweepstakes and a channel component that included advertising and co-brandable materials. By design, the campaign had the added benefit of built-in market research as it allowed prospects to self-select their most critical needs. This was the largest integrated campaign that 3Com had launched in recent history, and became a benchmark for the company’ s future marketing initiatives.