How to make more of your network offering – simply
- Project Details
- Category: B2B
- Client: Avaya
The IT Network has become too complex. The more we demand from Networks, the more complicated and inefficient they can become. Avaya believe it doesn’t have to be this way. DirectionGroup and Avaya EMEA created an integrated campaign that demonstrated how Avaya “Simplify Networking” whilst gaining insight into how organisations use their network today.
We asked the IT department what they thought about the complexity of their networks and future plans. The findings from the research informed our campaign messaging, content creation and provided a deeper understanding of customer pain points.
A combination of online polls, direct communications and sponsored e-blasts were used in 16 countries and 5 languages to capture responses with an interactive microsite providing live updates of the results, premium content and commentary via social media.
A live event showcased the research results and campaign imagery, attracting 187 paying delegates from 26 countries. Intrigue and interest around the brand’s networking offering was accelerated through PR, infographics, telemarketing, a printed report and a Five Step Guide which made partner execution simple.
With a ROMI in excess of 119:1, this approach delivered short-term payback, with impact on brand awareness for months and years to come.