Inmarsat
Background
Satellite IoT is a huge growth market. To meet the demand, lots of companies were planning to design, launch and maintain their own constellations of small satellites. But they didn’t fully appreciate the complexities or the huge financial implications.
Inmarsat wanted to persuade Internet of Things (IoT) companies and investors to abandon plans to launch their own satellite constellations and plug into Inmarsat’s existing one instead.
The aim: to change busy IT professionals current course of action and generate new leads.
Solution
Inmarsat took a different approach to the usual paid social media to stand out from the competition and educate their target audience in an engaging, disruptive way.
Everyone remembers the days of ‘Build Your Own’ kits. Teenagers would buy these starter kits for a new toy or gadget, and then purchase follow up issues, with instructions on how to build them.
This was an extremely potent analogy for IoT connectivity solution providers and financiers/investors in our target audience. They were trying to create their own satellite constellations an arduous and high-risk process. So, a compelling piece of direct mail in the style of Build Your Own’ kit was the perfect opportunity to highlight the difficulty and potential hazards of doing so, while raising awareness of the benefits of Inmarsat’s virtual satellite constellation solution.
Issue 1 of ‘Build Your Own Satellite Constellation’ may seem cool at first. But when you took a closer look, you realised every part of the design and copy illustrated a huge set of compelling flaws. The solitary nut and bolt, the enormous cost, the 42,000 instalments, the high risk of failure, the lack of guarantees. Even the picture looked nothing like the final product.
A QR code seamlessly took the busy professionals to a page where they could request a call with one of Inmarsat’s team.
Results
Inmarsat’s kit opened up new conversations. As a result of the campaign, Inmarsat entered conversations with 19 positive sales leads with £34.8M likely revenue, and a potential ROI of 40,230%.
Source: Cannes Lion Entry 2023
