Results
- Avaya benefitted from a 20 percent uptick in requests regarding flexible working and its UC solutions in the second half of 2008
- Extension of brand, as measured by an ongoing Avaya-internal driven focus group, increased in H208 by 14 points, based on UC/flexible working
- Nearly 300 pieces of coverage to date across EMEA, including in every Italian national newspaper and in countries for which there was no specific data
- More than 50 interviews conducted, either for stories dedicated to the research, or to make up part of a publication’s feature article on mobility/flexible working/unified communications
Challenge
Avaya needed to bring to life the business benefits of Unified Communications (UC), one of its key technology offerings, across France, Germany, Italy, Russia, Spain and the UK. As it works in a competitive space, this had to be managed with precision to ensure the biggest impact.
Solution
We developed EMEA-wide research to underpin the campaign and build a cumulative media ‘drumbeat’ over a four to five month period. The EMEA Hub function, based out of London, provided all campaign collateral, which was then localised in-market to meet the needs of the individual business landscapes and to provide economies of scale.
