2018 Silver Technology
12 Dec 2018
Agency: Really B2B
Client: NIIT Technologies
Campaign name: Innovating Easy
Campaign overview
Changing perceptions to highlight innovation
The brief
Move management training company NIIT from challenger-level delivery supplier to innovation partner
Strategy
Although successful, NIIT was perceived as a challenger brand by some clients, limiting growth.
It wanted to target a particular client, air transport communications firm SITA, to reposition from delivery supplier to innovation partner, increasing revenue from the account by 10% along the way.
An ABM campaign – a new approach for NIIT – was created to align with SITA’s strategic goals, change perceptions, engage with senior stakeholders globally and establish new, higher-value relationships.
Detailed research was gathered on target contacts to understand their focus and contribution to SITA’s five-year plan.
Creativity
A bespoke experience was created for key decision-makers within SITA, encompassing an event where the client’s Atlanta office was taken over, direct mail – including mock flight tickets that incorporated NFC technology – and personalised content experiences using microsites that demonstrated understanding of individuals’ challenges.
The creative clearly introduced how NIIT wanted to be seen in a bid to change perceptions for good: a partner of choice, ensuring SITA was at the forefront of realising the transformational power that innovative technology can bring.
This was declared in a bold statement, “Innovating Easy” – indicating that SITA could rely on NIIT to take their relationship to a higher level by knowing how to innovate for easier air travel, without fuss.
Results
For judges eyes only
Team
Really B2B - Kirsty Dawe, Managing Director - Jeff Dickenson, Creative Director - Chris Manns, Strategy & Planning Director - Jonathan Pink, Senior Creative
NIIT Technologies - Gareth Case, Marketing Director - Europe & Americas
