Avaya
The Star Performance You Never Noticed
Background
In 2000, Avaya signed a $100m sponsorship deal to become FIFA's official communications partner, supplying the converged voice and data infrastructure for the 2002 and 2006 World Cups. With minimal brand advertising planned for the 2006 event, Avaya's challenge to dnx was to raise awareness and increase brand presence through targeted marketing activities.
Identify
While the teams competed under the scrutiny of 3 billion fans worldwide, Avaya's goal was to showcase their equipment, capabilities and reliability to a more focused business-to-business audience.
Amidst a frenzy of World Cup-related "white noise", Avaya needed innovative and effective ways of communicating directly with prospects and clients alike to promote their relationship with FIFA and their role in bringing the greatest show on earth to life.
Recommend
Avaya needed to extract full value from its World Cup involvement by achieving maximum exposure of their technology in action. dnx recommended an integrated campaign to target Avaya's strategic accounts and key prospects which would run for the duration of the tournament. A series of timely communications would detail Avaya's performance in the Herculean effort of bringing together every player, coach, fan, journalist and FIFA employee through one of the largest and most sophisticated converged communications networks ever built.
Express
A multi-stage campaign was developed to capitalise on the heightening World Cup fever, tracking the build-up to the tournament through to its nail-biting conclusion.
Using the "Football Unites the World, Avaya Connects It" strapline, we created a two-way 'Prospect Pack', containing football items (a copy of the "Dummies' Guide to the World Cup" and a handy match planner) and Avaya items (a personalised letter and a leaflet outlining Avaya's involvement). This was followed by a camera pack containing a disposable camera to enable the recipients to capture the spirit of the event, with the best snapshot winning its creator a day out at a Formula 1 track event.
In addition, targeted e-mails highlighted Avaya's pivotal role in connecting 15,000 volunteers, 12 stadia and over 3 million fans, and bringing real-time information to billions more across the globe.
A final "post match analysis" e-mail summarised Avaya's world-class performance - they handled a staggering 21 terabytes of data traffic and provide 99.999% network availability throughout the 2006 FIFA World Cup. Which is even more impressive than Italy winning 5-3 on penalties...
