Challenge

Find a way for Ericsson to engage with the relatively small number of key decision makers within telecom-operator and content-provider sectors around the world.

Insight

Ocean racing is a highly appropriate sponsorship match for Ericsson: it's global, it places unique demands on communications networks, it's followed by and associated with C-suite executives, and it requires teamwork, tenacity and vision.

Solution

Get involved with the world's toughest sailing event — the Volvo Ocean Race — to showcase the superiority of Ericsson technologies during extreme conditions in real time. Through the power of Ericsson technology, spectators would see the event from exactly the same perspective as the crew.

Our cross-channel digital campaign placed a rich media website at the center. The site featured video blogs, podcasts, online shopping, and even the ability to make the content "rock" to represent the onboard experience. The site was supported by email updates, banners, mobile applications, downloads, and RSS. Offline, the sales force connected with customers and prospects at key stopover events during the year-long race.

Results

Ericsson engaged with more than 40% of its telecom operator, content provider, government and enterprise target audiences via our program.

Challenge

Expand upon AT&T's image as leading telecom vendor by evolving the company into a trusted networking and communications partner, as well as a thought leader for IT decision makers (ITDM) within medium to large businesses.

Insight

ITDM and influencers want to interact with their peers and learn from each other. Because they face similar challenges every day, these IT leaders view each other as resources rather than rivals. Ultimately, they rely on word of mouth for reliable information.

Solution

We created an AT&T-powered online social platform where ITDMs can exchange ideas. This allows AT&T to become a part of the conversation, as well as to track data. In addition, monthly email communications, RSS feeds and webcasts showcase AT&T as a source for aggregated content. And offline, CD demos and brochures highlight best business practices.

Results

Since the launch of this platform, more than 120,000 ITDMs have become members. Surveys also suggest a 26% increase in consideration of AT&T as a primary provider of networking services.

Challenge

Help Shell find sustainable solutions for surging energy demands by fostering dialogue between interested parties around the world.

Insight

Ideas about sustainable energy constantly evolve, and Shell was eager to broaden its perspective to keep moving forward. At this time, there was no single platform where people could discuss their energy concerns and receive a response from a major oil company.

Solution

We created Shell Dialogues, a forum where anyone can join the energy debate and explore the topics through articles, podcasts, PDFs and videos. People were invited to ask questions — especially challenging ones — and receive answers from Shell in real time. Showcasing the public's comments, both positive and negative, was an honest and personal way for Shell to build a relationship with the global community.

This genuine and powerful conversation was also shared throughout the blogosphere, inviting even more people to join the discussion.

Results

More than 150 external sites now directly link to the Shell Dialogues homepage. In addition, the conversation continues in numerous forums, keeping Shell on the cutting edge of ideas for sustainable energy solutions.