Challenge
This campaign took Sun Microsystems from low awareness as a developer of industry-leading ecological computing products to being recognised as an Australian leader.
Solution
The comprehensive program included research, internal staff communications, stakeholder communications (government, customers, and analysts), events, e-mail and online marketing and media relations.
Result
The result was a significant change in awareness of Sun’s green credentials and products (among customers and analysts as measured by survey) and an increase in sales of green products.
Staff and customer perceptions were positively influenced and a number of major sales were directly linked to the awareness and leads generated by the campaign.
From an output perspective, the campaign generated more than 50 pieces of national media coverage including The Australian Financial Review, The Australian, BRW, The Age, The Sydney Morning Herald, Boss Magazine, CIO Magazine, and IT trade media.
n2n was subsequently asked to support the drafting of Sun’s submission to the Whole-of-Government ICT Plan based on its green credentials.
Winner of the 2008 Public Relations Institute of Australia Business to Business Communications Award, the campaign exceeded all of the set objectives.
“As a communications campaign, it successfully positioned Sun as leading the agenda in a critical topic. n2n came up with the idea of the survey which not only delivered a great news opportunity, it actually provided huge insights into the current perceptions of our customers. The resulting media coverage was phenomenal, way beyond what we expected and is still coming in. What’s more, the news coverage was very material in shaping customers perceptions and a number of key deals won can be directly linked to the awareness it created.” Rosanna Cordova, Sun Microsystems’ Marketing Director
