The Brief
Ericsson wanted to raise awareness and consideration of their private 5G solutions among 6 large UK port groups, and help them understand how the offering could enhance connectivity, productivity, safety, profitability and sustainability.
The Idea
Our concept brings the ‘bubble’ of private 5G over a port campus into the physical world. It explores how ‘everything you care about can be protected under one roof’ with a dome of Ericsson private 5G.
The direct mailer arrived in a bubble made of recyclable clear plastic with a strapline asking the recipient to ‘pop me’. Inside the bubble was a printed book featured a tiny 3D-printed model port under a ‘dome’ of private 5G.
The copy was personalised to the unique challenges and opportunities each port group faced, reflecting their values and strategies. Each booklet also featured individual QR codes linking to personalised landing pages, with curated content.
The Results
Despite port buying cycles taking upwards of 2 years, this campaign has already secured meetings with senior decision-makers in 3 ports and an invitation to tender with 2 ports, creating a pipeline of over £1m.
“It made it much easier for sales to open doors, have meaningful meetings and develop a pipeline.”
– Angela Nightingale, Marketing Director UKI, Ericsson Enterprise Wireless Solutions
