2014 Davey Awards Silver Award Winner
Don't Trust the Cloud

Don't Trust the Cloud…Without New Relic

Making a High-Impact Introduction

To create awareness and engage new prospects for its cloud migration Software-as-a-Service (SaaS) solution, New Relic tapped Bleu to craft a high-impact direct mail campaign.

A Multi-Touch,
Multimedia Experience

To ensure that New Relic’s message was seen multiple times, we created a 5-step user journey, consisting of print and digital touchpoints, along with a fun incentive.


Journey to the Cloud

New Relic Campaign Flow

The Postcard

We began with a teaser postcard, announcing a soon-to-arrive surprise.

The Mailer

An eye-catching 3D mailer entices prospects to visit a custom landing page to learn more.

The Landing Page

Based on their cloud migration status, prospects choose a path, download a white paper, and claim their quadcopter.

The Asset

White papers and case studies explain New Relic’s cloud migration SaaS solution.

The Prize

The quadcopter arrives, along with an invitation to Tweet a video of their first flight.

An Award-Winning Flight

The campaign was a resounding success, delivering a double-digit response rate and valuable insights into New Relic’s potential customers.

Not only was the campaign successful for New Relic, it also garnered recognition for Bleu, winning a 2015 Silver Davey Award for best “Integrated Campaign: Business to Business.” While we are proud of this award, what matters most is delivering an effective, integrated campaign for our client.

The Response: 150%+
higher than the industry median.*

*According to the 2015 Response Rate Report by the Direct Marketing Association, direct mail has a median response rate of 3.7%.
New Relic Family
We were really pleased with the results of this campaign. We had an exceptionally tight time frame for this project—from ideation to execution—and Bleu's strategy, creative, and analysis of the results were fabulous.—Caroline Alexander, Senior Manager, Enterprise Marketing, New Relic