Live video transport specialist Net Insight needed to reach new customers and shift focus from a product supplier to customer-focused business partner. Key tasks were to review the brand strategy, launch a new web site and build the brand over time. After evaluating potential partners, Net Insight decided that Intellecta’s proposal to tailor a cross-functional team would be more effective than involving different agencies for strategic branding, B2B communication and events.
We shifted the story from product details to the ultimate brand promise – “shaping the future of media”. A collaboration between Hilanders, Rewir, Wow and Unreel made it possible to build the new approach into the brand strategy and anchor it in a wide range of activities, from visual identity to events, web and campaigns. Only one agency brief was needed, and the brand strategy evolved naturally into communications.
Following internal activation, the new visual identity and launch of the new website, the initial campaign included the pre-launch of the world’s first synchronized solution for live over-the-top Internet streaming, which quickly became the most successful the company had ever run.
Anna-Karin Verneholt, Net Insight’s vice president marketing and communications, says:
“From strategy to activation, the work done by the Intellecta agencies brilliantly captures our business strategy and has helped us revitalize the organization in a short space of time.
“We are now communicating a clear vision of where the media industry is heading, and sharing our insights with our customers, resulting in a new market position. This new communication approach does a great job of showing our growth potential, as well as our desirability as an employer.”
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