Objective: Cable & Wireless, a British telecommunications giant, wanted to substantially grow its market share in the U.S. As the company was largely unknown in the States, its objective was to introduce itself to American businesses and make them aware that it could provide a plethora of outstanding telecommunications products and services.
Strategy: Brainwave developed a strategy for Cable & Wireless that positioned the company as the “go to” company for all business telecommunications services because of the breadth, depth, quality and sophistication of its products and services.
Solution: Brainwave developed the "Get The Connection" campaign. This acted as an umbrella under which the company could market itself, its various telecommunications products and services, its backbone, web hosting and e-commerce services.
Media: Television, radio, print, collateral, web site.
Result: Within twelve months of the campaign’s launch, Cable & Wireless had become the #2 business-to-business ISP, and established itself as one of the top 40 e-solutions and services companies in the country.
"Brainwave created an outstanding fully integrated campaign for Cable & Wireless—a campaign that succeeded in driving our revenue and establishing us as a major player in the U.S. market. As a client, I couldn't have asked for more."
–Gerda Yearwood, Marketing Director