CLIENT
Avaya
Angela Solk, Research
Lydia Whitefield, VP- External Communications
Deirdre Robinson, Dir. of Advertising
Bonnie Kalter, Sr. Manager- Advertising
Jen Metz, Sr. Manager- Direct Mktg.
AGENCY
Willets Lapham, VP- Management Representative
Erica-Yahr-Rader, SVP- Sr. Strategic Planenr
Lisa Epstein, SVP- Group Account Dir.
Paul Behnen, SVP- Group Creative Dir.
Gib Marquardt, SVP- Group Creative Dir.
Michael Piluso, International Associate Media Dir.
Universal McCann
SUMMARY
As an expert in designing and building phone networks, Avaya was poised to enter the IP Telephony marketplace; however, before it could successfully capture the market, the brand needed to: become part of the consideration set of two; and, more importantly, provide a reason to "knock" Cisco out of the running...all with a fraction of their advertising dollars. The "Forklift" campaign leveraged Avaya's unique product proposition to establish the brand as the "anti-Forklifting" brand. The "Forklift" campaign exceeded consideration goals among non-customers, and resulted in Avaya's double-digit IP telephony shipments increases.
