SolidWorks’ ‘3 Dudes’ Escape Their Trailer Long Enough to Win A National Marketing Award

Three dudes walk into a trailer - and walk out winners.

Dassault Systemes SolidWorks (DS SolidWorks) Corp.'s "3 Dudes Gone 3D" marketing program, created by Boston marketing firm Small Army, has won an Effie Award for marketing effectiveness in the "Computer Software" category. Effies are awarded by the independent organization Effie Worldwide, Inc. to recognize "the most significant achievement in marketing communications: ideas that work." Other 2010 award recipients include IBM and PlayStation in the software category and Apple in the consumer technology category.

In less than six months, the "3 Dudes Gone 3D" website attracted more than 100,000 visitors who each spent close to seven minutes watching video shorts and posting comments. The shorts are at the core of the "3 Dudes Gone 3D" campaign. They depict three product designers - Stephen, Kish, and Bob - assigned to work together in a cramped expansion trailer because their company's success has pushed them out of the main office. In between trying not to go stir crazy and extricating themselves from awkward social situations like a blown birthday greeting, the 3 dudes design products using SolidWorks® software. As they debate their designs' merits, Stephen, Kish, and Bob discuss how SolidWorks software helps them design innovative products and avoid problems like a compressor failure that sunk Kish's "robo fridge" idea before he started using SolidWorks. In addition to the software's benefits, the campaign highlighted the value of the SolidWorks community, such as user groups and the 3D ContentCentral® software service that enables 3D models to be viewed, reconfigured, and downloaded.

DS SolidWorks actively engaged with bloggers, tweeters, and designers around the world who posted comments and reviews, causing the series to take off. Designers not only spent time with the series, but were asking for more.

"In general, product designers aren't receptive to advertisements, but '3 Dudes Gone 3D' was anything but traditional advertising. We let the SolidWorks story be told in a much more engaging way," said Small Army CEO Jeff Freedman. "Designers not only listened, but spread the word on our behalf. It earned DS SolidWorks about a million minutes with their customers and prospects. And, how often do you have consumers asking for more ads?"

The series was promoted via online advertising, print ads, YouTube trailers and, most importantly, by the product design community itself. The "3 Dudes" episodes and related content are available at: http://www.solidworks.com/pages/3dudes.

"Small Army helped us think differently about our advertising, and the approach they recommended turned into a big success," said Corinne Fandel, marketing communications manager at DS SolidWorks. "This award shows that their peers appreciate how they came up with a creative solution to reaching a tough customer segment that's very important to DS SolidWorks." About Small Army Small Army is a full-service marketing and advertising agency in Boston, Mass. The agency works with entrepreneurial-spirited companies of all sizes to develop marketing strategies and create meaningful stories that cause audiences to engage in ways that positively impact their business. Since 2002, Small Army has been creating and communicating effective stories via digital, print, broadcast, video, social, guerrilla, and other media channels for companies including DS SolidWorks, Beth Israel Deaconess Medical Center, Bugaboo Creek Steak House, Axeda, Emerson Hospital, MaidPro, OneBeacon Insurance, and Harvard University Credit Union. About Dassault Systemes SolidWorks Corp. Dassault Systemes SolidWorks Corp., a Dassault Systemes S.A. subsidiary, is a world leader in 3D solutions that help millions of engineers and designers succeed through innovation. Our products deliver an intuitive experience in product design, simulation, publishing, data management, and environmental impact assessment. For the latest news, information, or an online demonstration, visit our Web site (www.solidworks.com) or call 1-800-693-9000 (outside of North America, call +1-978-371-5000). CATIA, DELMIA, ENOVIA, SIMULIA, SolidWorks, 3D ContentCentral, and 3D VIA are registered trademarks of Dassault Systemes or its subsidiaries in the US and/or other countries. Other brand and product names are trademarks of their respective owners. © 2010 Dassault Systemes SolidWorks Corp.