The challenge
Sigma Connected needed to develop relationships with 30 C-suite individuals at companies across the financial, utilities and retail sectors.
The ultimate goal was to convert these high-value prospects into qualified leads. First, it needed to deliver a campaign that was bold and memorable enough to cut through the noise.
The solution
To really bring the idea to life and engage prospects, we came up with the concept for the ‘Secret Sauce’ campaign.
Secret Sauce was a highly personalised campaign based on Sigma Connected’s differentiators: the three key ingredients that set the business apart. The three USPs we highlighted were Sigma Connected’s belief in meaningful client relationships, customer-centric nature and its ability to manage complex interactions.
By developing creative messaging as part of a bespoke direct mail campaign, our strategy would intrigue prospects and underscore what makes Sigma Connected unique.
The unusually interactive direct mail included three physical ingredients with messaging tied into the USPs. An empty bottle was also included, allowing the recipients to mix together their own ‘secret sauce’.
Crucially, as well as piquing interest, the mail directed recipients to personalised landing pages and contact forms. We sent targeted follow-up emails to drive further engagement.
Different versions of the landing pages and emails were developed, with half of our recipients invited to an exclusive VIP event and the other half offered entry into a competition, ensuring every interaction felt relevant and tailored.
The results
The creative concept seamlessly tied Sigma Connected’s USPs to physical ingredients, creating a memorable metaphor that differentiated it from competitors and showcased its unique approach to customer service solutions.
The campaign helped position Sigma Connected as an innovative, customer-centric partner. It also generated positive feedback from both recipients and internal stakeholders, with the campaign labelled ‘super cool’, ‘clever’ and ‘very unique and on point’ – showing that it really hit its mark.
“The Secret Sauce campaign perfectly captured what makes Sigma Connected different. The Think Tank translated our USPs into a creative concept that resonated with our target audience and generated genuine interest from key decision-makers. The attention to detail in the personalisation across all touchpoints demonstrated exactly the kind of customer-centricity we deliver to our own clients”
Becky Morris
Head of Marketing
Sigma Connected
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