Fair Isaac / "Expose the Wolf"
Campaign Interest Piece - Puppet
Lead Generation Landing Page
Campaign Postcard
Campaign Email
Objective: Fair Isaac develops credit card fraud identification analytics for large banks and credit card issuers. In 2006, 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, 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.
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 40% response rate. Campaigns of this nature have a certain "buzz" factor and the pass-along rate for this campaign generated an additional 17% response.
