Terenine
Strategy //
In a parity marketplace like managed services, we had to create a differentiating proposition to help separate Terenine from local and regional competitors. We also had to overcome the hurdle that they are newcomers in a market where the competitors have been established for years.
Creative //
The differentiating proposition that we developed was offering flexibility and scalability to meet client needs instead of forcing them to choose from a set menu of services. We evoked an emotional response in the target by prompting them to consider their current service level and to realize that they could have service on their terms and not their managed service company’s.
Analytics //
Initial reaction to the campaign in the marketplace drove awareness as well as inquiries. This gave the sales force what they needed to separate Terenine from its competitors.