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Camwood helps large companies migrate their enterprise applications to a new operating system. Since most organisations only move to a new operating system once every ten years, the PR challenge is to keep Camwood front of mind with CIOs and IT directors who rarely think about application migration and see it as a ‘necessary evil’.

Our Approach

With support for Microsoft Windows XP coming to an end on 8th April 2014, Wildfire identified a superb opportunity for Camwood to highlight the need for application migration to CIO and IT directors and proactively generate sales leads.

  • Content-led campaign to generate media awareness and leads in the form of a ‘countdown to the end of Windows XP support’
  • Independent research of CIOs and IT directors to provide strong news hook for the campaign
  • Provided redemption item in the form of ‘Guide to Migrating Off Windows XP report’, (
  • Press release around the ‘500 days to go’ milestone to launch campaign backed up with a countdown clock on Camwood website
  • Consultancy to help Camwood maximize website conversions with a ‘homepage takeover’ and ‘landing page’ to drive website traffic and capture qualified leads through pre-registration for whitepaper
  • Pitched to the media and proactively disseminated the story via social media.

The Results


pieces of coverage


increase in traffic to the website


shares across social media



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