Kingston Communications

A new product launch required extensive marketing activity to raise awareness, and to keep up in an increasingly competitive marketplace.

KC wanted to defend and increase revenues from the ‘Standard Voice’ and ‘Enhanced Voice’ services – both of which were contending with similar products from competitors.

So the objectives of the campaign were as follows:

• Generate leads into KC’s business sales team in the form of web enquiries and inbound calls

• Increase awareness of KC’s offering of SMARTComms technology

• Drive traffic to the SMARTComms area on the KC website

With the format of communication identified as:

• Brochure

• Leaflet

• Email

• Microsite

The Proctors response
Our response to the brief was to create an entire spectrum of hard-hitting collateral. Announcing the launch of KC’s SMARTComms and positioning it as a range of packages perfect for businesses wanting to maximise efficiency, boost productivity and improve collaboration.

The campaign, spanning both digital and DM, included physical teaser postcards and mailers, product booklets and brochures, a suite of emails, a SMARTComms microsite, new product pages for the existing KC site, and a Product video for the site itself, explaining just how SMARTComms from KC, could transform any business.

Visually, we carried the existing brand imagery and look and feel of KC right through the creative, but also developed and integrated several new graphic treatments designed to visually reflect the features and benefits of the SMARTComms offering.