CASE STUDY: 'Show me avaya flare' for Avaya by DirectionGroup
This integrated EMEA lead-generation campaign was developed by DirectionGroup and Avaya EMEA to propel Avaya’s launch of the Avaya Flare Experience across EMEA. The principle goal of the campaign was to drive the audience to sample the product experience, a unique user experience delivering the collaboration capabilities of video, voice, IM, social media and text in one application interface. Using thought leadership to establish Avaya as a key player and trendsetter, the campaign consisted of extensive direct and indirect comms as well as multi-media content to engage a notoriously difficult to reach audience, the senior IT manager. All tactics focused on the user experience and compelling business benefits. Demonstrating the benefits and business case for collaboration and the Avaya Flare Experience, the campaign assets were translated into eight languages reaching contacts in 23 countries; the widest EMEA campaign Avaya has ever orchestrated. High levels of personalisation, relevant and timely comms supported by engaging content and intelligent media choices have meant this campaign has succeeded on all counts.
The close agency-client partnership that developed to facilitate the delivery of this very ambitious campaign was critical to success. In three months it has delivered 110 per cent of its six month revenue pipeline target.
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