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Death of the Doodle
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Creating a Campaign People Remember
Rather than leading with product features, we built a campaign around a simple insight: meetings had become so engaging with interactive touchscreens that there was no longer any need to doodle. Developed during our brand strategy workshops, The Death of the Doodle perfectly captured CTOUCH's Maverick personality and gave us a memorable creative platform that cut through a crowded corporate market.
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Direct Mail That Started Conversations
Our highest-value prospects – the "Movers & Shakers" – received a premium video brochure introducing the campaign alongside a branded CTOUCH pencil, reinforcing the message that doodling was now a thing of the past. The pencil also became a popular giveaway at events and could be requested through a dedicated landing page, extending the campaign well beyond the initial mailing.
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Integrated Multi-Channel Marketing
The campaign was delivered across print advertising, online publications including AV Magazine and InAVate, digital advertising, email marketing, landing pages and direct mail. Every touchpoint carried the same creative theme, ensuring a consistent message that increased awareness, generated engagement and drove qualified demonstration requests.
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Targeting the Right People
Every campaign began with a defined contact strategy rather than a generic database blast. Audiences were segmented by influence and value, allowing us to tailor messaging and channels to each group. Premium direct mail was reserved for approximately 250–300 key "Movers & Shakers", while wider campaigns combined email, press, digital advertising and social media to reach thousands of additional corporate decision-makers, maximising both budget and campaign effectiveness.
