Objective: Fair Isaac develops credit card fraud identification analytics for large banks and credit card issuers. In 2005 the company introduced a similar product for debit cards and needed to introduce the product to the marketplace.
Challenge: The target audience was the world's largest banks and whose Debit fraud managers were isolated from Credit fraud managers. Subsequently Fair Isaac was relatively unknown to the target audience. Additionally, this offering was in the million-dollar price range.
The Solution: Plan, create, and execute a sophisticated, six-month, multi-piece, integrated lead generation campaign to North America, Spain, Germany and the UK. The campaign theme was "Expose the Wolf" and contained data base development, telemarketing, email, direct mail, campaign microsite, Web ads, Webinars, and anchored by a high-impact "lumpy" mailer consisting of a unique sheep/wolf puppet.
Results: The campaign generated a 41% response rate and led to 13 large proposal engagements. Campaigns of this nature have a certain "buzz" factor and the pass-along rate for this campaign generated an additional 17% response.
