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WINNER
2005 SILVER
PROFESSIONAL SERVICES
FORKLIFT
AVAYA, 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.
MCCANN ERICKSON
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
KERN
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.
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