Best Dealer, Salesforce or Business-to-Business Campaign
Agency: Jack Morton Worldwide
Campaign: Concur Breeze
Client: Concur Technologies
Concur sells a product that is not exactly sexy: spend management solutions. In 2010, the solutions provider launched Concur Breeze, expense reporting software for small and medium sized business owners (SMBs) that automates receipt scanning through smartphones, its first ever product to the SMB market.
Concur needed to make expense reporting engaging and less complicated by bringing Concur Breeze to life in an unexpected way and increase 30-day trial membership.
Research showed similarities among the pain points of SMBs across all industries, summarized as ping pong syndrome. Causes of the syndrome included increasingly longer to-do lists and not having enough time to do everything on the lists.
Concur positioned expense reporting as ‘one less headache’ and something that helps alleviate ping pong syndrome. Three teams of motorcycle riders on Harley Davidson bikes called the ‘Breezers’ served as brand ambassadors for the software and, from October 4 to November 12, 2010, road from New York to Chicago to Seattle.
Each team included a seasoned consumer engagement specialist who demonstrated the Concur Breeze mobile apps at trade shows, conventions and traditional venues; bars, hotel lounges and restaurants; and ad-hoc or unplanned encounters at SMB’s place of business. With limited carrying ability, collateral included a receipt-sized piece of paper and a credit-card sized USB drive pre-loaded with a splash page that took consumers to Concur’s website.
To show the Breeze in action, the Breezers purchased expense-related items for SMBs in a ‘random acts of kindness’ fashion, tracking the amount spent to the total of $61,345.03. The tour served as a test ride for the Breeze, allowing the target to see it during actual purchases of expense-related items such as iPads, office supplies, meals, hardware and more.
Documentary-style interviews were conducted to capture engaging campaign stories. Photos and videos were uploaded to Facebook, Twitter, foursquare, Flickr, YouTube and LinkedIn.
SMBs followed the Breezer microsite to track their whereabouts, follow expense spending and read stories.
More than 28,000 direct engagements were made with SMBs, which sparked 828 new trials and 130 new subscriptions. More than 2,000 contacts were added to the Concur database.
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