INTEGRATED COMMUNICATIONS FOR TECH BRANDS
We are TECH Marcom & PR geeks. We provide 360° marketing communication for technological, consumer electronics & automotive brands. Our core expertise involves handling everything from strategic planning to effective execution.
Genesys, Infor, Western Digital, Orange, Castrol, Xplore, Swype, Sophos, Strontium
The partnering of Genesys with Cludo marked the coming together of two of the leading marketers of cloud-based contact centre technology, allowing them to develop and offer an enhanced contact centre service experience.
The partnership was to be announced through a video campaign which would involve making three promotional videos. This would form part of a broader campaign through which the partnership of the two companies would be made public and was carried out with a turnkey approach which spanned the conceptual, production and distribution elements of the project.
The videos aimed to create an accessible and playful way of promoting and documenting the collaboration while also emphasising the advantages and potential the project had for bringing to the market innovative solutions packages.
At Igromir, Russia’s most prestigious computer and video game exhibition, ContActive were given the opportunity to demonstrate a new SSD from Western Digital, the high performance Black NVMe, to gamers.
In the WD booth, a number of demonstration models were set up, giving customers the opportunity to compete with high-profile twitch gamers from Russia, including TianKami and EviL GrannY, on games including Dead by Daylight and World of Tanks.
The demonstration also featured a setup in which eight Black NVMes were connected in a RAID array to the one-of-a-kind Zenith Mk II. The demonstration machines, which were designed exclusively for the Igromir exhibition, were custom built by TechBeard’s Russian technicians.
A popular feature of the WD booth was the introduction of a cosplay actor, wearing a costume modeled on WD’s creative team, who was in constant view of the cameras throughout. The costume, which had been specifically designed for the event, attracted a number of orders from customers in the USA and Europe.
Key features of the exhibition stand included:
· Multiple gaming sessions led by high-profile online gamers
· The cosplay actor
· Large numbers of clients crowding the booth
Two industry events, Infor Customer Day and Infor Next, have become regular fixtures in Russia. The events, which are aimed at the most influential and successful figures in the business world, are overseen by the ContActive team, who are responsible for the organisation of multi-functional venues suitable for hosting high-profile professional meetings.
The conference, which is held over the course of a single day, features keynote presentations and other talks on the main stage, along with educational workshops and breakout events hosted by Infor product specialists and delegates. These are intended to showcase the company’s new products and innovations, as well as outlining its strategy decisions. There is a particular focus on efficiency at the event; the aim is to inform clients about technological developments in application suites that address specific industry issues and logistics relating to finance, supply chains and distribution, among other things.
Our aim was to increase awareness among call managers who work in banks, logistics, insurance companies, etc. We wanted to deliver information about Genesys solutions enriched with third-party endorsements and to collect 80 leads.
The platform we chose for campaign (Cnews) is the key IT business media for Russia and CIS. To make Genesys visible we launched a microsite on call.cnews.ru. Gated content (case interviews with heads of call-centres in Russia) was extensively announced with a range of email newsletter banners, pop-up banners and website tabs.
TOTAL ADVERTISING VALUE EXCEEDED THE COST OF THE CAMPAIGN
FOR THE WHOLE CAMPAIGN DURATION (4 MONTHS)
UNIQUE USERS VISITED MICROSITE PAGE
MINUTES IS AVERAGE TIME OF VISIT
PAGES IS AVERAGE DEPTH OF VIEW
Energetically shot video intended to showcase Castrol Edge as highly reliable engine oil. We felt the necessity to promote the video through most relevant channels to engage with the publics and get the maximum amount of views.
Video was covered by national TV and radio. It got a massive traffic spike and sharing across the web due to popular robust online portals, social networks & populated communities and influencers engagement.
6 200 000 VIEWS
ON PAID REACH & VIRAL EFFECT
Our aim was to make the Russian market welcome for a complete newcomer – Strontium memory cards and USB flash drives. We unfurled its umbrella with a new campaign in media that cover people most likely to buy memory cards. We wanted to build brand awareness and to win over the audience with a brand message that highlights its strong comparative advantages.
The prevailing majority of the top tech, photo and gadget portals covered the product in a favourable manner.
100 % OF REVIEWS WERE POSITIVE
The great merit of this lies in the fact that Strontium is tremendous indeed, but also due to our team tenacity. Advantageous comparison with competitors.
Our team was challenged to introduce a breakthrough text to speech app. Is it possible to impress and recruit everyone from early adopters to digital immigrants for this first ever dictation opportunity? Sure! Our team knows how to amplify awareness and generate a maximum number of downloads.
The app promotion engrossed the attention of the most influential national media with a whirl of coverage, namely 4 TV broadcasts, 2 radio reviews as well as a host of online seeding.
DOWNLOADS IN THE FIRST THREE DAYS
NUMBER 1 APP
IN TOP FREE APP STORE RATING ON THE LAUNCH DAY
APP OF THE WEEK
ON THE APPSTORE
Predictive text SWYPE keyboard is very fast and intuitive. The app was launched on all Android phones. The basket of our ideas was full of building buzz for product launch with exceeding announcements on geek portals. Geeks know geeks and seeding over top portals did its job!
The theme-line with product and App reviews grabbed Android fans’ attention on top portals and forums. An overt brand promise resonated with its consistent customer experience around the most popular gadget websites.
#2 APP ON GOOGLE PLAY
ON THE 2ND DAY
The campaign was designed to introduce Sophos as a confident novice on the Russian arena of information security. We wanted to showcase Sophos as it pertains to its brand awareness with target audience and how it declares itself as a quality product.
As a starting point Security Threat Report was chosen. It showed tendencies in hacker attacks development.
The results of research were placed on key IT business portals. The information was localized, designed and presented into various forms like interviews, articles, pieces of news and research findings articles.
80% OF KEY IT BUSINESS MEDIA
ON INFORMATION SECURITY PUBLISHED A HOST OF FAVOURABLE EDITORS’ & JOURNALISTS’ ARTICLES AND INTERVIEWS IN THERE.
No one likes challenges like we do especially when it comes to untrodden paths! Here we aimed at boosting brand awareness in rather a narrow and highly specialised segment targeting b2b audience.
TA series of news, reviews, and articles across thematic websites and portals including main pages placement shaked up the public
«Your colourful memories storage» Contest in partnership with vc.ru: pick one of the four loverly colours of hard drives and grip packs, explain choice and share it with friends!
Vc.ru has the audience of 1 000 000 unique users daily — tech adepts and gadget addicts.
Fast & easy contest creates more involvement with gadget geeks and buzz through social networks sharing to their loyal friends.
UNIQUE VISITORS TO THE CONTEST PAGE
SHARES IN SOCIAL NETWORKS
OUTREACH TO THEIR ONLINE FRIENDS
Our aim was to boost Strontium brand awareness in terms of the entry to the Russian market with immediate sales growth & performance.
Alongside with long term-instruments like thorough stand-alone and competitive reviews that led to earned media coverage with very relevant and competent mentions we launched context ads & retargeting to generate immediate sales.
IMMEDIATE SALES START
HIGH CONVERSION RATE
CONTEXT ADS FOR YANDEX AND GOOGLE
RETARGETING FOR YANDEX AND GOOGLE
We aspired to carry out a scalable campus promo campaign with My Passport Pro and other WD storage products. The idea to target students in the creative sector brought the campaign to top Russian universities, where future creative professionals for video & design industries struggle with de-cluttering huge files.
This umbrella campaign captured attention with an easy to consume Instagram photo contest, based on the 7 best-ranked national creative universities.
WD was presented as a sponsor of the annual event to many students.
2 017 530
We were lucky to support WD product launch in Russia in terms of our contest where for a month the entrants beautifully showcased their pictures.
We wanted to convert people from the creative scene into WD brand lovers. Why grab their attention? These people are most vulnerable when it comes to the awkward “your camera card is out of space again” moment.
An extensive audience reach which makes up the bulk of pro photographers, photo art connoisseurs and fans from photosight.ru (the most popular webplatform with over 1.20 m monthly visits) and Sergei Dolya followers. Sergei is a top 3 Russian influential photo blogger and traveler (more than 2 million unique blog visitors yearly). He was our maven in the competition who generously shared tips and chose the winners.
PHOTOS: THE BIGGEST AMOUNT OF WORKS SUBMITTED FOR THE WHOLE PHOTOSIGHT.RU HISTORY
OVER ALL CONTEST PAGE VIEWS
OUTREACH ACROSS ALL DIGITAL CHANNELS
DIRECT CLICKS TO PARTNER PAGES
The idea was to promote a really nice video that entices viewers and offer the key advantages of the product: easy and safe-to-use data storage.
This warm video is a how-to safe-familyholiday advice that appeals to people with its infomercial entertainment. The partner store’s main advantage is its 24/7 service and easy-to-order opportunity.
Key message conveyed by this visual demonstrated The product in a neat and graceful manner. It showed how the product can solve a customer's problem. The whole production period of 14 days from Plot outline to ready-made short film.
We wanted people to give people a unique opportunity to interact with this brand, so the idea was to gather clients and partners together and present the very new model of My Passport Ultra and colourful Grip Packs in a memorable way. The event was supposed to create a lasting and powerful impression with product's new forms, new colours and the evolution of an icon!
IDEA IN ACTION
Colours of the hard drives - white, berry, blue, black - Were the core event's colours in terms of the street Festival holiday with plenty of foodtrucks and such Themed things as graffity, pennant flags and colourful Puff chairs. With traditional seating arrangements. The guests enjoyed the lounge zone and music that Kept them in high spirits. The highlight of the program Was a 3d mapped hard drive that successfully engaged The attendees.