DIGICAPE
Client: |
Digicape |
Project: |
Market Positioning –
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How do you position an Apple retailer as the preferred choice for businesses as customers?
CHALLENGE
How does Digicape shift and grow its market position beyond the perception of it as a retailer to consumers to retain and attract businesses as customers?
The challenge was to get old, current, and potential customers to see Digicape as a provider of value not only at a product level but at a service level in a way that equips and empowers decision-makers within their businesses.
INSIGHT
We deployed our team of Business Anthropologists to spend time with audiences like Procurement Departments and IT Managers to gain a more in-depth understanding of how they feel.
We uncovered many insights, but the one we chose to use was that the value of a technology investment for a company needs to go beyond products and deeper into a relationship and partnership.
STRATEGY & CREATIVE
The strategy was to highlight Digicape’s capabilities far beyond sale and repair: To validate their technology purchase decision by showing them that buying from Digicape isn’t about the product; it’s about deep service.
This was married with Digicape’s family of employees who are experts… and humans first!
CAMPAIGN HEADLINE
You’ll think our people are your people