Thursday
Apr142011

UPC - Customer centric campaign ideas

Training consumer-centric marketing and innovation

SunIdee provided a successful tailor-made training 'Consumer driven Marketing and Innovation'. The sessions were an important exercise in consumer centric thinking and innovative marketing techniques, and also provided a number of specific campaign ideas.

(VP Marketing, UPC Netherlands)

Background and opportunity

UPC, part of Liberty Global, is one of the largest cable operators in The Netherlands, offering TV, broadband Internet and telecom services to consumers and businesses. UPC wanted to make its organization more consumer-focused, and was looking for a specialized agency to train its people in consumer-centric marketing and innovation.
SunIdee helped UPC to redesign its campaign development process, embedding consumer insights at the heart of the organization, and trained employees how to identify consumer insights, how to use this knowledge in developing new campaign proposals and brief external agencies accordingly.

Results

A new campaign development process, including a new briefing format for external agencies, putting consumer insights at the heart of the process.

31 marketers and 21 stakeholders from finance, sales and operations acquired new knowledge and skills on consumer-centric marketing and innovation.

  • Increased consumer focus
  • An enthusiastic and motivated team
  • Eight concrete proposals for new campaigns

Approach

Kick-off with key stakeholders and interviews with participants to determine learning goals and define the set-up of the training program. Participants attune personal learning goals with their manager.

Multiple workshops with management to define the new campaign development process and take them through a compact version of the training program.

Six-day training for 21 senior marketers and 5 stakeholders from finance, sales and operations. The training covered consumer trends, UPC positioning & brand, in-home visits, consumer insights, creative techniques, propositions and briefings. During the training, teams developed new campaign proposals for a business objective assigned to them.

The following year, a three-day training was given to junior marketers and a larger group of stakeholders from finance, sales and operations. This training also included in-home visits and working on actual cases, making sure the participants immediately put the new knowledge into practice.