CASE STUDY: Show me Ayaya flame for Ayaya, by Direction Group


 This integrated EMEA lead generation campaign was developed by Direction Group 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 communications 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.