ZyXEL

Client Requirement:

Taiwanese broadband access provider ZyXEL is a growing force in UK and Europe; BCQ were approached to promote one of the organisation's latest wireless 'plug-and-play' connectivity products into domestic and business markets; until that point ZyXEL had exclusively sold through its reseller channel.

The Solution:

BCQ took an integrated approach to marketing the new PL100 desktop 'homeplug' device.

Firstly, we decided to target the audiences with specific messages, accessing media jointly decided upon with ZyXEL.

The "You're getting it better" campaign aimed to highlight better quality wireless broadband accessibility by showing individuals surfing the net in unusual locations. The campaign was rolled out within the likes of men's leisure magazines such as 'Nuts' and 'Stuff', while business audiences were targeted through trade publications such as 'Computing Week'.

The Call to action drove readers to a 'homezone' virtual home environment on a ZyXEL website portal.

Once within the site, viewers could navigate around the house, and using a simple interactive method, could see how the PL100 device works to expand their existing wireless network and distribute the internet around the home; but we also designed the homezone and its host site to upsell products and develop the ZyXEL brand – a task successfully accomplished.

Once the viewer has found the products they want to buy from touring the homezone, they are directed to reseller details and where to buy.

In addition, BCQ also developed a variety of direct mail pieces and web banners that took potential customers to the web portal.

The Benefits:

• The Homezone web portal has received over and above Zyxel's hit expectations, since it went live.
• Consistent message through different media.
• The simplicity of the design and its obvious consumer appeal has led to the adoption of the homezone concept in ZyXEL Italy and Taiwan itself.

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"The creative for the PL100 campaign was superb and hit the mark perfectly with our new audiences, achieving precisely what was required and more. We had very tight deadlines to meet, and it's testimony to BCQ's account management, planning and creative teams that they could adjust to meet our aims. "