Getting jaded, overworked IT pros to understand how Eaton’s products can help them be less jaded and overworked was quite a challenge. IT Pros are too busy (and too smart and cynical) to pay attention to marketing. So we gave them what they really needed — fun — with some marketing tucked in. That approach smashed five years of benchmarks with 1053% ROI, over 8,000 qualified leads, and a 48% lift in brand familiarity. Not bad, for making jokes.