Client: Cable & Wireless
Brief: To raise the levels of brand awareness by creating a clear identity in the crowded communications and IT solutions marketplace. This included increasing product understanding and credibility, whilst also creating opportunities to generate leads, amongst the key target of C-suite directors in companies with 250+ employees.
Response Summary: In order to reach the key target audience, Total Media developed a media campaign across The Times and Sunday Times newspapers. The campaign focused on leveraging the brand values from The Times newspapers, enabling Cable & Wireless to draw on these associations to deliver against their objectives.
- Advertising – was used across the front pages of news and business for a six month period in order generate awareness and build on the association with The Times
- Editorial – was used across five focus reports on the Cable & Wireless product markets, with Cable & Wireless being used as spokespersons and providing case studies
- Online Activity – was used to stimulate debate through a webinar and a Cable & Wireless branded microsite
- Sponsorship - of the Times Power 100 and Fast Track supplements and events as well as the Four sport lectures was undertaken by Cable & Wireless to increase credibility and opportunities to generate leads among their target audience
Result: The 1st ever multi-platform business campaign resulted in a 109% increase in brand recognition among the key target audience. It also succeeded in changing attitudes towards the Cable & Wireless brand. It increased by 24% the number of their target audience who thought that Cable & Wireless could provide their organisations with solutions that successfully integrate their voice and data infrastructure. The campaign won a highly commended Campaign Media Award in 2005
Testimonial: “The quality of the leads generated from this campaign has surpassed all of our expectations.”
Sam Phillips
Cable & Wireless
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