Because of Bull – BOB
Bull Consulting and Systems Integration (CSI) required
customer case study references. The sales force inevitably
saw case-study writing as low priority, so Anderson Baillie
was asked to find a cost effective means of encouraging the
sales force to come forward with stories. An incentivised
internal campaign was devised. Primary consideration had
to be the benefit that had been realised by the customer
when implementing Bull solutions. In other words, ‘what was
achieved Because of Bull.’
BOB became a character. Tease emails alerted people to
look out for BOB. Postcards were sent to every employee
within the department, from BOB. Posters detailed a
competition for the best BOB. Plus BOB had his own area
on the Intranet for competition entries.
BOB captured the imagination of the CSI employees and
many messages were posted about him on the Intranet.
The best BOB’s were then actively direct marketed to key
prospects within the Bull target market sectors.