Our Work –> Ericsson UK – ‘Winning in the Home’ Business Communications Campaign
1OVERVIEW – The External Communications group of Ericsson UK & Ireland was tasked with developing business partnerships with other leading technology companies, including T-Mobile, Orange, BT, O2 and Vodafone amongst others. By working together and extending their reach into new technology areas, the goal was to achieve mutual, long-term profitable growth.
2 BRIEF – Working with the External Marketing Team, the brief was to create a unique campaign design, disrupting customers’ perspective of Ericsson and grabbing industry attention. The proposition was to work together with customers, exploring and exploiting opportunities to build market share in the fast growing home environment, using Ericsson’s market leading position as a prime integrator.
3 CREATIVE – Central to the creative was the need to distill a substantial amount of information into a text-light, graphic-rich concept, promoting key messages and combining strong headlines with relevant photography. The design had to work as both a stand-alone introduction to the proposition, as well as an important sales tool for Ericsson sales staff to present to customers.
4 PRODUCTION – Adrenalin created a non-standard square brochure, using white space, strong lines, a special 5th silver colour, stand-out statistics with photography sourced from the client. The piece reflected a confident, forward-thinking image not always expected from Ericsson, backed up by displays, pop-up banners, animations and other communications collateral for use at exhibitions and on screen.
5 DELIVERY – The ‘Winning in the Home’ project marked a first in Ericsson UK’s marketing history – an external communications campaign positioning the company as a key industry business partner, not just supplier of products and services. It demonstrates Adrenalin’s ability to take its understanding of the business strategy and work within the constraints of a well-established corporate brand to create an innovative campaign design.