A leading UK Enterprise Resource Planning (ERP) specialist has employed a North West creative agency to offer prospective clients a clear message with some eye-popping imagery.

K3 Business Technology Group employed Manchester marketers Madhouse to deliver a fully integrated multimedia campaign with the aim of creating real stand-out in the ERP marketplace. The campaign had to explain how K3 can help businesses get a true picture of their company and how their business processes can be optimised to the benefit of their bottom line. It also had to emphasise K3’s expertise and commitment to transparency.

The chosen creative route addressed these aims by placing nude factory and office staff within workplace scenarios – though of course, their modesty was protected at all times, the aim being to communicate issues rather than to scandalise.

The CRM programme launched with emailers, DM pieces, dedicated landing pages, online banners and follow-up calls, all of which are used to deliver one simple message: use K3 to strip your business of clutter and see it laid bare. The resulting high impact campaign delivers this proposition to potential clients while blowing some of the cobwebs off a stereotypically dry industry.

“We needed to grab people’s attention, and keep it. K3 works together with customers to strip away the layers from their company, helping to reveal the truth. To communicate this, we wanted an outstanding campaign that avoided the preconceptions people have about the ERP industry, and which would be hard to ignore. That’s exactly what Madhouse delivered,” said Ellen Hoefste, K3’s Marketing Manager.

“K3 allowed us to deliver the kind of solution at which we excel – a fully integrated campaign that works across media, ensuring the client makes a big impact thanks to the memorable message and compelling presentation. It’s a far cry from the usual staid ideas, and is a real sign of our ability to realise any company’s ethos and recognise the needs of its customers.”

“By building the project around this concept, we created a very different B2B campaign, resulting in stand-out advertising and an additional brief from K3 – which is the highest compliment that successful work can receive,” said Phil Rogerson, Madhouse’s Managing Director.

For more information go to: www.madhouseassociates.com www.k3scs.com/