Frontline, one of Australia's leading systems integrators, appointed Bienalto to generate awareness about the Solaris 10 Operating System. As part of this, our job was to build Frontline's profile as Australia's foremost Solaris specialist and establish a lasting, valued relationship with system administrators.

We designed a multi-step campaign and targeted the message to different IT decision-makers and influencers using competitions, online advertising, direct mail and email communications. The response was massive, with great penetration and click through rates.

IT workers are a niche group, speaking a niche language. We had to find a way to connect and relate to the target audience. Our goal was to get them to enter the competition, and we sought to increase our reach using viral marketing.

Recognising that different groups within the IT sector would have different reasons for coming on board with this campaign, we created a microsite that targeted three key groups: IT managers, IT architects and IT administrators. For each group, we addressed the main features and benefits of Solaris 10.

Once this key platform was established, we kicked off an email campaign that promoted a two-stage competition, around defining why 'Solaris is IT'.

The first step was to register details to enter the first draw to win a Solaris t-shirt. Once these details were captured, entrants then received an online information pack on how to enter the major draw to win one of five Google Android powered HTC Dream Smart phones or one of five pairs of Bose headphones. A 'refer a friend' component was added to increase chances of winning.