Prindoz, a marketing communications provider from Rostock, Germany, recently used XMPie PersonalEffect to beat the clock on a cross-media campaign for AIDA cruises, a brand of Carnival Corporation. The project - spanning personalized print, Web and video communications - was deployed to 140 managers who attended AIDA's Leader Convention within six-hours of the meeting's conclusion. The entire program was completed, from concept to delivery, in just four days.
"Time was the most critical aspect of this project, but with PersonalEffect, there was no doubt we would meet the deadline and far exceed AIDA's expectations," said Christian Kopocz, chief executive officer and partner, Prindoz. "XMPie's unique approach to cross-media, where data and rules are shared across every channel, helped us cut significant time and ensure message accuracy during the planning phase. The modular integration of data, design and logic, as well as the ability to modify and adjust each up to the last minute, allowed our team to work in parallel, saving us further time and resources. Finally, the use of off-the-shelf programs for design and data, including Adobe InDesign and Photoshop and Microsoft Excel, gave us a strong command over the media and tools. In short, XMPie guaranteed our success."
The campaign memorably reinforced the messages and information shared at AIDA's annual convention with its managers. Variable campaign brochures directed the managers to visit custom Response URL (RURL) Web sites, where they were greeted by a short teaser video featuring their names and images in a video. Appearing beneath the video were links to two additional non-personalized videos, which discussed AIDA's corporate vision and future plans.
In the past, the messages shared by AIDA at its corporate event were often immediately forgotten by managers and corporate videos went unviewed. By incorporating attention-grabbing personalization in the print and Web elements, the managers were enticed to read the materials provided by the organization. By leveraging a personalized video teaser, AIDA was able to lure managers into viewing the non-personalized, informative videos, looking for further personalization.
As a result of these creative tactics, 75 percent of the recipients visited their RURL and watched their personalized video within just two days. 40 percent went on to view the corporate videos, as well. The campaign also garnered Prindoz a 2009 XMPie Users Group Best of the Best award win.