Best Technology Integrated Ad Campaign

Collaboration at your fingertips
Avaya has created a new collaboration application and needs to associate a brand/logo and type treatment to this new tool in order to successfully introduce it into the public and create awareness around it.
The Avaya Flare Experience is a unique UC experience delivered via software on a sleek, portable, touch screen device that provides “collaboration at your fingertips” through a cool intuitive user interface.
Objectives
• Create a push pull strategy by targeting the IT decision maker and the C suite executive with a video direct mail piece to generate leads
• Enable sales team with Flare tablet tool in one-to-one conversations or sales scenarios

Approach
To support the introduction of a new business communication device, we evangelized the use of video direct mail – it’s a perfect marriage of form, function and concept. How better to sell a revolutionary desktop device than to replicate it and send samples to high-value clients? The video component adds to an experience that helps the product stand alone amongst the competition.

Campaign Results
470 opportunities
$1.2 million in generated sales thusfar

Contributors:

Partner:	Aaron Batte
Account Supervisor:	Patrick Farrell
Account Manager:	Jeff Redington
Creative Director:	Dan Schrad
Associate Creative Director:	Cole Sletten
Art Director:	Geoff Eakin
Designer:	Kathleen Jewby

FACTION MEDIA

Location: United States