An Avaya Campaign
That showed How
to "Change the
Where" you Work

An Avaya Campaign
That showed How
to "Change the
Where" you Work

Avaya


CAUSING CREATIVE DISRUPTION FOR A MOBILE ENGAGEMENT LEADER

Avaya, a recognized innovator and leading global provider of solutions for customer and team engagement, wanted to create demand and disruption in the marketplace. Their focus was on showcasing how their solutions are tailored for a midsized business audience (between 250 and 1,000 employees).

Objective

Only Avaya provides a comprehensive mobile engagement environment (video conferencing, phone and call center) that is simple to use and uncomplicated to install. Avaya enables better team productivity through access to anywhere, anytime collaboration that allows people to work better together, speeding decision-making time, improving business agility and competitiveness with a lower overall TCO than any competitive alternative.

Avaya wanted to drive demand for these services within a new midmarket audience that the brand had not reached before. Avaya’s main competitor, Cisco, had not reached this audience effectively either, so there was plenty of opportunity available.

Strategy

Avaya provides anytime, anywhere access, from any device, and the campaign theme needed to highlight and articulate the benefits of that in an engaging way. In partnership with key members of the Avaya marketing team, Faction developed a campaign theme called “Change the Where,” successfully positioning the benefits of Avaya’s mobile engagement platform in a clear, concise and interesting way. With a twist of verbiage and manipulation of “everyday” business imagery, we were able to show that with Avaya, internal teams could communicate with each other as seamlessly as external customers could connect with the business, solving problems faster and improving overall customer engagement.

Solution

The Change the Where campaign was deployed on a global scale using an integrated demand generation model, including emails, banners, Avaya.com homepage touts, content syndication and new premium assets.

We were able to show that with Avaya, internal teams could communicate with each other as seamlessly as external customers could connect with the business, solving problems faster and improving overall customer engagement.

Results

Performance varied by geographic region, but overall open and CTRs were consistent with Industry averages, however some markets showed a 15% above average open rate due to the messaging, and upwards of 50% increase in average CTR.

Communicator Awards 2016 Silver Award of Distinction: Integrated Campaign — Business to Business