Damovo
Launching a new Global Services Company
Background
Damovo (DAta MObile VOice) offers end-to-end management solutions in 4 key areas: Professional and Consultancy Services, Technical Services, Managed Services and Damovo Direct,
Originally a spin-off from Ericsson, Damovo was a big start-up - it had a turnover of hundreds of millions of Euros. Its charter was to break the IT services mould, particularly in the world of business and network communications for large enterprises. However, they faced serious expectations and enormous challenges.
Not only did their customer base needed reassuring that Damovo was a better, brighter business partner than when under its old guise, but they were launching as a total unknown in 19 countries and had to break through to the whole target audience.
Identify
We were hired after a 2-day pitch process.
In the pitch, we successfully demonstrated a thorough understanding of Damovo's market in general and identified the specific competitive issues they would be facing.
Jo James, Damovo's VP of Marketing, later commented that our customer insight - acquired before and during the project through our work in many marcomms disciplines - meant she could both shortcut traditional lines and get to market faster with her campaigns.
We also recognised that speed was to be the driver behind the whole campaign. It was imperative to put the company on the map in the shortest possible time in all their key markets.
Recommend
The first task was come up with the name. Rather than producing a me-too name incorporating words like 'solutions' and 'enterprise', we recommended the company took a name that would be both unique in the marketplace but be based on the company's key offerings.
We also believed that the necessary impact and breakthrough would only be achievable if the company had a brand style that was instantly recognisable.
Express
We developed a whole new Corporate Visual Language and created a new photo library from scratch.
Creating the building blocks was huge, but as soon as they were in place we were able to deliver a comprehensive suite of communication materials; it was as integrated an exercise as many of us have worked on.
We developed launch advertising in 12 markets, 2 subsequent campaigns targeting C Suite execs of large organisations, myriad corporate materials, 44 product and data sheets (each in 12 languages), direct marketing campaigns, internal campaigns, 2 sponsorship programmes (one in F1, one in Golf) and much, much more.
