Love
Disruption


This campaign proved that you can invest in building a brand and still deliver an $11 million pipeline of qualified leads.

With a mix of channels based on detailed data profiles, and a creative concept that was literally disruptive, it achieved a 98:1 ROI and established a creative platform that is now being adopted across multiple sectors.

This campaign proved that you can invest in building a brand and still deliver an $11 million pipeline of qualified leads.

With a mix of channels based on detailed data profiles, and a creative concept that was literally disruptive, it achieved a 98:1 ROI and established a creative platform that is now being adopted across multiple sectors.

NIIT Technologies provides managed IT services, consultancy and support to some of the world’s biggest names in travel and transport, finance and manufacturing, but is little known outside its core customer base. These are industries on the front line of digital disruption; for example, Uber, Airbnb and TripAdvisor have redefined the travel landscape, forcing traditional providers and operators to commit to rapid transformation of their business models.

NIIT Technologies has the expertise and experience that these organisations need to overcome competitive pressures and exceed customer expectations but was struggling to claim its place as a serious strategic IT partner.

Using a video direct mailer, social media, email and telemarketing, the campaign achieved high impact and recall by confronting the biggest issue in travel and transport. We set out to show senior travel business decision makers that, for once, they needed to Love Disruption.

$11.8 million in
qualified sales
pipeline
98:1 return
on invest

We are incredibly pleased with this campaign. Our aim is to use a narrow focus on verticals such as travel and transportation to generate the maximum revenue opportunities.

The fresh campaign theme of Love Disruption really played to our strengths as a digital disruptor for some of the world’s biggest airlines and airports. The integration of powerful creative, a balanced mix of channels and meaningful telemarketing was the perfect storm for success.

Marketing Director – Europe and Americas, NIIT Technologies