Business Objective: Cable & Wireless, a British telecommunications giant, wanted to substantially grow its market share in the U.S. As the company was largely unknown in the States, its objective was to introduce itself to American businesses and make them aware that it could provide a plethora of outstanding telecommunications products and services.
Brand Strategy: Brainwave developed a strategy for Cable & Wireless that positioned the company as the “go to” company for all business telecommunications services because of the breadth, depth, quality and sophistication of its products and services.
Brand Campaign: Brainwave created the "Get The Connection" campaign. This acted as an umbrella under which the company could brand itself and its various telecommunications products and services — including its backbone, web hosting and e-commerce services. In the eyes of consumers, the “connection” between all the state of the art telecommunication products and services on offer in the business world was Cable & Wireless.
Media: Website, television, radio, print, collateral, sell sheets, direct mail.
Result: Within twelve months of the campaign’s launch, Cable & Wireless had become the #2 business-to-business ISP, and established itself as one of the top 40 e-solutions and services companies in the country.
