Thursday, 05 May 2011 23:36

Creating a chain reaction

Businesses are constantly seeking ways to maximise existing relationships as well as creating new ones. It’s often easier to open new doors within client companies where you have already proven your ability to deliver real benefits to the business. Other operating divisions and different locations are two of the obvious areas in which this approach can work.

Hitachi Data Systems (HDS) provides storage solutions for some of the world's leading companies. The organisation wanted a campaign that could be used to engage in a wider and deeper relationship with these key accounts. The model for the campaign had to lend itself to working across a variety of different accounts, demonstrating HDS's existing understanding of the clients' circumstances and highlighting what benefits it was already delivering. At the same time, the campaign needed to suggest to the accounts that this was just the beginning of what HDS could do for them on a wider scale.

Personalised DM packs were created, using an existing 'proof of concept' to communicate the principle of almost limitless storage opportunities. The 'concept' was Apple's harnessing of the potential of a basic storage device to create a whole new line of business for itself. The storage device being of course the iPod.

Last Updated on Thursday, 23 June 2011 23:40