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Institutional Venture Partners
Rich Media Email Campaign
Institutional Venture Partners' (IVP) rich media email campaign had a two part objective. The first was to announce the opening of IVP's new office at Two Embarcadero in San Francisco. The second was to announce the closing of IVP's newest venture fund, Institutional Venture Partners X, L.P., a $225,000,000 fund intended for rapidly growing information technology companies.
The campaign was to take place over a four week period beginning mid October and ending mid September. First, the announcement of the new San Francisco office, followed three weeks later by the fund announcement.
Upon opening the first ad as it came into their email browser, recipients saw a beautiful dusk skyline of San Francisco, with the words "IVP is Expanding" slowly emerging from the horizon. Shortly afterward, an invitation style announcement appeared, giving details of the office location and contact information.
The second ad, which followed the tragic events of Sept 11th, had a patriotic theme. Recipients saw, sequentially fading in, photos of the Statue of Liberty, The House of Congress, and an American astronaut in space. The words "freedom," "unity," and "progress" appeared superimposed over the photos. They came to the foreground in tandem then faded. The announcement of the new fund followed.
The third and final ad required the most artistic and technical ingenuity. To achieve the effect of a stock car race (without spending a fortune for actual footage) artists at Strategic Design Group manipulated a still photograph. Adobe Photoshop was used to separate and mask the cars from their background. Then, Adobe LiveMotion was used to animate the objects. The three cars inched around the scene, while the lines in the road and the scenery were passed from right front to left back, giving the impression that the cars were moving rapidly forward.
Technology
To guarantee the success of the IVP campaign, Strategic Design Group employed a number of cutting-edge technologies. To maximize impact while reducing costs, a still photograph of race cars was manipulated in Flash to create the effect of a heated race. To ensure that viewers without the Flash plug-in would still experience the impact of the ads, plug-in detection scripts were employed to reroute viewers to HTML versions of the ads.
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