2. As part of a wider, integrated
direct campaign, Unified
Communications was
introduced to the audience
by a physical package.
The DM box was hand delivered
to the recipient by their account
manager – providing an excellent
opportunity for some face time
and relationship building.
3. The box and its contents were produced from high-quality
materials to convey a premium look and feel. The creative
concept – transformation and the Lego pieces – was pulled
through by the design linking the various elements of
the DM box together.
4. 2) Personalised letter: this sets the scene, introduces the
campaign, demonstrates Telkom Business’s thought
leadership credentials, highlights the call to action and
shares the account manager’s contact details.
2
1) Branded box: The box is branded, stylish and of high
quality. It is also the holder for the other physical
elements of the campaign.
1
6. The branded invitation visually conveys transformation
concept through branding and invitation mechanic.
Details primary call to action: how to setup a unified
communications workshop with Telkom Business.
7.
8.
9. The Lego gift set that is branded with the campaign theme
plus client brand. This is an intriguing, unexpected, fun and
approachable way to introduce a complex concept.
10. The central creative idea used
to convey this transformation
message was the gift: a set of
Lego blocks that could be used to
create a range of items.
Technology marketing is far too often dry
and overly complex. Using Lego pieces to
convey the message, however, was an
unexpected, fun, easy to understand and
completely appropriate way to convey the
key campaign message.
11. The branded thought leadership cards unpack
a more detailed unified communications white
paper, demonstrating Telkom Business’s ability
to explain a complex, technical topic.
12.
13. Customer facing email follow-ups
A carefully planned customer journey included a
range of follow-ups to maintain the campaign’s
momentum. These were either deployed by the
agency, or by the account manager, depending
on the content.
14. Internal email follow-ups
These were sent by the agency to the account
managers to drive the campaigns. Two-way SMSs
were used to receive status updates from the
account managers
15. KAM 101
An online, interactive guide educated
the account managers about the
campaign and the thought leadership
included and supplied them with the
templates (email, presentation etc)
they needed during and after the
campaign. This complemented an
in-person campaign briefing run by
the agency.
16. KAM motivational video
To keep enthusiasm going, a KAM
motivator video shared feedback
and success stories from the account
managers that had seen results from
the campaign. This included tips and
tricks and was shared with all the
involved account managers.
Click to view video
17. Whitepaper
A digital version of the whitepaper was available
to download as an interim call to action. This was
branded in line with the campaign creative.
