Hitting the spot
Agency Inc competed in a multi-agency pitch to win the rebranding work Good Technology to support their growing Channel marketing communications. The brief was to create a sub-brand which could be used on and offline as a flexible new identity for them to use going forwards.
IT channel partners are primarily busy sales and technical support people, subjected to daily pressures and a constant flow of technical information.
Our solution was to develop a short, sweet, and even a little sassy brand identity and a creative approach which would differentiate Good Technology and cut through all the competitive comms noise targeting the same audience.The dramatically simplified & segmented content strategy lent itself perfectly to the name, and the ‘The Spot’ was born. The creative hangs off the circular device taken from the Good Works activation symbol and therefore instantly recognisable to anyone who works with Good Technology products.
From day one the newsletter readership and interaction numbers jumped ahead of the previous comms format. The partner hub has been transformed to ‘The Hot Spot’ and each segmented newsletter delivers ‘5 Top Spots – all you need to know this month’. The creative approach has also lent itself perfectly to a sales incentive programme.