If you’ve ever been on a video conference call, you’ve likely had to ask yourself, “Did the call just drop again?” To position AVI-SPL as a company you could trust to make those video connectivity problems a thing of the past, we created a national, integrated marketing campaign with 25 creative elements and an IT professional approved media strategy around the biggest communications frustration—the glitch.
Our concept was simple: failed video communications make you look bad. So all of our creative campaign elements featured those glitchy, hard-to-look at frozen faces we all know too well. Each video was created in-house by our SPARK Studios content creation team and features many of AVI-SPL’s co-op partners without distracting from the main message.
To get our message in front of IT professionals and C-suite executives, our media strategy had to stand out. Our integrated marketing campaign launched with an augmented reality print ad in Fast Company and Wired Magazine.
All messaging drove to UnfreezeYourFeed.com, a SPARK-created microsite.
The creative campaign generated leads from coast to coast, positioning AVI-SPL as a national company of influence.
-Don Mastro, Executive Vice President, Sales, AVI SPL