Kana Europe

The brief

During the time Brahm worked with Kana, the company was a US-based provider of leading e-business customer relations systems with over 600 corporate customers worldwide and offices in North America, Asia and Australia. The most recent development territory was Europe.

Kana enabled its clients to develop an integrated approach to the customer lifecycle covering sales, servicing and marketing across all communication channels including Internet and telephone.

Brahm's brief was to launch Kana in Europe to achieve an awareness springboard and create circa 500 quality leads to feed the initial sales drive.

Our solution

Brahm's recommended campaign strategy was to encourage companies to question their customer handling performance and present Kana as a fully rounded, definitive solution. The campaign would target CEO’s, Sales, Marketing, CRM and IT directors of European companies with a turnover of $50m + who were already doing business on-line.

The basic proposition would be to 'win, retain and grow customers - the secret of e-business success'.

The campaign would be fully integrated with advertising in international press titles including Wall Street Journal Europe, Financial Times and Industry Standard Europe as well as E-Business titles, PR, direct mail, online banners, exhibitions and 'webinars' (online seminars).

Success would be measured in terms of increased awareness and the volume of 'webinar' registrations as well as physical leads.

The creative route featured the simple message 'The secret of e-business success…' followed by evocative phrases like '..get personal' and '..think like a customer'. The visual route was based on a distinct and original photographic style reducing people to strong graphic shapes on boldy-coloured backgrounds.

The outcome

Post campaign research indicated total awareness exceeded 20% in the target market from a 0% starting point. 'Webinars' were well-attended and 1023 live leads were created (exceeding the target by over 100%).

For further information please contact:

Ruth Holgate our Business Development Manager on 0113 230 4000 or email greatoutcomes@brahm.com