Professional Services
Includes Business/Professional services such as accounting, consulting, legal, employment, etc.
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2016 BRONZE
2005 SILVER
Forklift
As an expert in designing and building phone networks, Avaya was poised to enter the IP Telephony marketplace; however, before it could successfully capture the market, the brand needed to: become part of the consideration set of two; and, more importantly, provide a reason to "knock" Cisco out of the running...all with a fraction of their advertising dollars. The "Forklift" campaign leveraged Avaya's unique product proposition to establish the brand as the "anti-Forklifting" brand. The "Forklift" campaign exceeded consideration goals among non-customers, and resulted in Avaya's double-digit IP telephony shipments increases.
Brand:
Avaya
Client:
Avaya
Agency:
McCann Erickson
Language:
English
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