At its core, the Easy VS Hard campaign is a simple proof of concept: our software increases the efficiency of an ASP.net developer – and we can prove it.
With a GoPro camera, 2 willing participants, and Camptasia to record their computer screens, we documented the process, with and without the software, and ended up with 2 very different "day in the life" videos. We synched the footage and built a campaign that focused around the premise that you could do the "easy way" vs the "hard way" and allowed you to watch a summary of the experiment, download a whitepaper that explained the process and allowed anyone, even competitors, to download the source code and raw footage of how we did it.
We brainstormed the idea, recorded the video, built the site and campaign and launched everything in under 30 days to little fanfare. It became, arguably, the most successful marketing campaign in company history.
STRATEGY, CONCEPT AND DESIGN