Challenging the wireless myth

Client

Alcatel-Lucent

Overview

Alcatel-Lucent prides itself on being not only a leader in mobile, fixed, IP and fibre, but also a pioneer in the development of new wireless technologies.

Following a recent Gartner report, which debunked the myths of the single vendor network, Alcatel-Lucent wanted to leverage these findings and position themselves as the leading alternative vendor within the EMEA data network through promotion of their wireless LAN portfolio.

What we delivered?

Our first step was to identify the key stakeholders i.e. the Security Manager, the IT Director and the CTO.

With each stakeholder having their own interests and priorities within the enterprise, it was essential that we created a message cascade that aligned these careabouts to the specific advantages and customer benefits of the wireless LAN products and solutions set.

For the Security Manager we emphasised the importance of secure implementation of wireless within the network. The IT Director’s story focused on the potential expansion/upscaling of wireless across the organisation. And for the CTO, the ‘Consumerisation of IT’ and the introduction of personal devices such as iPads and iPhones onto the wireless LAN were addressed.

The campaign took a challenger approach, using 3 characters positioned as ‘game-changers’ within their organisation having deployed simple, cost effective and secure wireless LAN solutions from Alcatel-Lucent and its partners.

Our team wrote, designed and produced a series of segmented eDMs that directed targets to a purpose built website for more information. A series of videos, whitepapers, product sheets and other downloads were also produced to help capture data and kick-start the sales engagement process.

What did the campaign achieve?

Following successful adoption in the UK, the game-changer campaign was rolled out in France, Germany and APAC resulting in increased year on year data sales and some high value dislodge wins against significant data competitors.