| “We wanted something special at AIIM this year. We were introducing new products and debuting our cloud platform, and we really wanted to make an impact. 3marketeers recommended telling our story in an exciting and radically new way - and it worked.” VP Marketing, Carmela Wong |
|||||||||
|
Opportunity
ABBYY is a leading provider of document conversion, data capture and linguistic software. Their products are sold worldwide through a combination of retail, direct and VAR channels. The AIIM Expo is the largest annual event for the information management community and provides a forum for education, research and best practices. Targeting technology industry professionals in the enterprise market and heavily covered by the press, AIIM is a great opportunity for ABBYY to show off its newest technologies. Because ABBYY has such a broad range of offerings, they wanted to create a tradeshow presence that would visually help visitors tie in their family of solutions - to help show a relationship between their core technology, solution areas and their platforms. This framework was especially important to facilitate ABBYY’s biggest announcements that year, which was their new Cloud Computing Beta program and their award-winning mobile OCR Software Development Kit (SDK) creative that would attract attention about the latest ABBYY products. |
|||||||||
| Solution 3marketeers wove a story around the common goal of increasing productivity, but with an exciting heroic twist. Enterprise customers face a never-ending challenge of efficiently retrieving, storing, and indexing the digital content from mountains of paper-chaos prevails without the right technology. Taking a page from the popular cinematic super hero trend, the creative team at 3marketeers came up with a fun and visually striking concept that represented the ABBYY solutions as Super Heroes. Because everyone loves a good villain, techno-medusa “Queen Chaos” represented the threat of rampant document management inefficiency, and various ABBYY super hero characters were introduced as combatants: |
|||||||||
| Results ABBYY realized greater AIIM booth attendance compared with previous years. They also received a great deal of analyst and press coverage with increasing interest from prominent bloggers on both the Cloud beta program and Mobile OCR SDK 4.0. “In previous years, we’ve had people come to the booth feeling a bit lost - lots of great technology, but not understanding how it all fit together,” said Carmela Wong, VP of Marketing. “Our super hero booth created a fun and engaging framework that made it a lot easier for customers to understand the depth and breadth of our technology - to see how our core technology drives our award-winning products. Who wouldn’t want to learn about a spaceship landing in our booth? It was a brilliant way to get our cloud and mobility message across. There was nothing like it at the show; we really made an impact.” As a result of the Super Hero creative success in telling the ABBYY story at AIIM Expo, ABBYY will continue to leverage the Super Hero theme in their new on-line advertising campaign. |
|||||||||
SCOPE
|
relevant case studies
| 785 The Alameda, San Jose, CA 95126 | 408.293.3233 |