Back to School with the Neoware e900

The Neoware e900 is designed to support industrial thin client applications in the harshest working conditions with superior security, manageability and reliability. It was built specifically for a major retail distribution company. At the inception of this campaign, the e900 had not been aggressively marketed to a larger audience. Neoware asked Digital Influence Group to design a demand generation campaign to increase awareness of the e900.

Awareness was generated via a three-pronged approach:

1. A video was created and posted to YouTube presenting a well-meaning, yet misguided father who purchases his son an e900 to help him succeed in school.
2. A digital media relations campaign was developed to outreach to influencers in the space.
3. An email, featuring a mock news story about Neoware publicly stating that the e900 is not intended for use by elementary school students, was sent to 25,000 IT decision makers. The email drove people to the neoware.com/e900 landing page.

The landing page both showcased the video and highlighted the benefits of the e900 for its intended use in extreme industrial, manufacturing and warehouse environments.

Generated coverage on A-list industry blogs that included the embedded video

The video received a rating of 5 out of 5 stars.

Generated a strong 8% response rate from email campaign and a 10.3% conversion rate on the landing page

The client featured the video at tradeshows and events, and internally to energize employees.