Best Telecommunication Rich Media Online Campaign

Target Audience:
This broad-reaching campaign spanned a number of target audiences, but was primarily focus on the C-Suite IT Executive or senior-level IT decision makers. Depending on the product, the campaign also targeted the entire influence chain for the adoption of enterprise-level telecommunications technology, including those responsible for building new capabilities around emerging lines of business.

Objectives:
During the entire year of 2011, Faction Media developed a series of digital ad campaigns designed to generate awareness in a targeted audience and then convert it to quantifiable action by providing information and tools to accelerate the buying cycle.

With the introduction of significant new products in the last year, Avaya had a series of stories to tell on the changing face of enterprise-level communications hardware and software. For instance, they launched a new video-conferencing iPad application called Flare. Products like Flare have contributed to a new brand focus centered upon the theme of the “Power of We” – of a new way of doing business that hinges on intuitive collaboration across media (from teleconferencing to voice to social to email to text, etc.). All of our online ads incorporated this new theme.

Strategy:
In order to properly introduce the new brand in digital media, Faction developed a strategy that included campaigns that ran on three distinct levels:

1. Brand Awareness – A series of flash banners, rich media ads, and landing sites designed to introduce the concept of the “Power of We” as a vision for how businesses will communicate for decades to come.

2. Product Awareness – Online rich media campaigns designed to support specific product solutions like Data Networking, Mobility, and Small Business – all under the Power of We brand.

3. Content-based marketing – Develop rich media banners that incentivize action with valuable 3rd party content. For instance, a free download of the Harvard Business Review’s article on collaborative business, along with a series of accompanying podcasts and support documentation.

Results:
An ongoing campaign with shifting targets based on the above categories, the overall campaign continues to exceed industry and client standards for engagement.

Contributors:

Creative Director:	Dan Schrad
Content Director :	Rob Silk
Associate Creative Director:	Cole Sletten
Account Supervisor:	Patrick Farrell
Account Manager:	Jeff Redington
Art Director:	Geoff Eakin
Art Director:	Olivia Peralta
Associate Content Director:	Ben Edwards
Project Manager :	Megan Smith

FACTION MEDIA

Location: United States