Case study: Parkdean Holidays

Background

Amcat are a global leader in enhancing customer and business interactions by optimising contact centre solutions. Their solutions are designed to increase customer satisfaction by empowering contact centre staff. Essentially giving them all the information they need to resolve a query within the first call.

The challenge

Our brief was to create a campaign to promote the Amcat 2007 product range, leading up to their appearance at Call Centre Expo in September. In order to fully convey the power and features of the product to prospective clients, it was important to open up and maintain a constant dialogue through regular updates.

This would also allow more detailed information for the recipient by having the option of signing up for a live demo or downloading a detailed pocket guide. Of equal importance was ensuring first contact from Amcat provided a compelling experience to the recipient and that we maintained momentum in our creative approach and distribution.

Our Approach

As with any other project, our first step is to get to know the client and find out what makes their products unique. The major value given by Amcat’s products is user empowerment, essentially placing their products as solutions without boundaries. This became the cornerstone of our creative approach and enabled us to devise a strong, consistent theme across different distribution networks.

Direct Mail - Our direct mail avoided dustbins up and down the country by providing a compelling and informative experience. The recipients were introduced to Amcat’s contact centre solutions without boundaries, which was developed over the course of three installments.

Email - We developed and expanded upon our direct mail concepts to include an additional two concepts. All the emails were produced and distributed in house at Flame Digital, enabling us to track all recipients, openings and total traffic generated.

Campaign Microsite - We registered www.breaktheboundaries.com as a destination to drive all traffic to. The site was updated regularly to include additional content based on new marketing activities (direct mail and email) and served as a place where users could download an Amcat pocket guide to contact centre solutions, and learn more about Call Centre Expo 2007.

Conclusion

Our creative approach gave Amcat a unique marketing identity which helped strengthen their presence at Call Centre Expo 2007 .etc