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Inspiring businesses with Formula One

Challenge

Anaplan is a cloud-based business planning and performance management platform. Octopus Group (Publicis Groupe UK) was briefed to create awareness and MQLs through a one-day event in the financial heart of London, targeting key accounts within the financial sector.

Client

Anaplan
Anaplan

Role

Art Director

Project type

Experiential

activations

Email
Direct Mail
Social
Landing page
Event

Agency

Octopus Group (Publicis Groupe UK)
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Approach

Playing into the high-performance mindset of the key accounts we were targeting, we created an event at Canary Wharf, hosted by Formula One racing driver Susie Wolff. ‘Lead The Wolff Pack’ taught prospects how to plan ahead in business and succeed against the competition, using skills employed in F1. As well as encouraging local business footfall, a six-week campaign targeted key accounts through direct mails that included personalised VIP lanyards and information on the event, a registration landing page, targeted social media, and email marketing.

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RESULTS

MQL pipeline of over £1,600,000 following event.

79 people pre-registered

90+ MQLs on the day

NEXT PROJECT

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THEY SAY…
Regardless of the scope or scale of each brief, Dave’s ambition to produce exceptional creative always reigned supreme. Dave was also good fun to be around, bringing lots of humour to work which often brightened busy days.
– Katie Pospischil, Head of Client Services at Octopus Group (Publicis Groupe UK)