Sitecore engaged Creative i to develop a lead & demand generation campaign to promote the digital marketing capabilities of the company’s predictive customer experience platform. The brand had long been identified in the developer and web operations world as a player in enterprise-class CMS capabilities because of the platform’s ability to provide a 360-degree view of site visitors and produce the most relevant content.

Targeting CMOs, VPs, and manager-level decision makers in e-commerce and e-marketing management roles, our challenge was to not only build awareness and demand and capture leads, but to position Sitecore as a challenger brand. Most prospective clients were unaware of the company’s powerful digital marketing system capabilities because the very well-known competitor.

Sitecore is built from the ground up to seamlessly connect all its capabilities within one platform, and where the end-user client simply “turns on” the capabilities it wants to use. So we needed to make it clear that Sitecore is not only on the same level, but that side by side, they are superior. We were inspired by a Frankenstein-type theme because the competition's solution is an a combination of solutions from collected acquisitions. We hand-crafted these "Frankenstein" models and juxtaposed them against a natural, flawless object driving home our message.