Be There From Anywhere
NICE inContact
Issue 58 | March 2021
Agency
Thinksmart Marketing
Creative Team
Creative Director & Art Director: Adrian McNamara Senior Copywriter: Elena Connolly
Production Team
Executive Producer: Erasmo Raimundo On-Set Producer: Peter McLeod Cinematographer, Director of Photography: Sidat de Silva B-Cam Operator: Robb Shaw-Velzen ACS
Other Credits
Managing Director & Strategy: Janine Pares Senior Content Manager: Jane Chan Client: Head of Marketing APAC & ME: Catherine Swee Head of Marketing and Demand Generation, ANZ: Li Loo Technical Manager: Ernst Kruger CXone Solution Consultant: Martin Han
Date
October 2020
Background
Putting the world’s leading cloud contact centre software to work – in the clouds NICE inContact the global leaders in contact centre technology, needed to build brand awareness and drive leads for its CXone cloud contact centre software across the ANZ region.
With Covid-19 social distancing rules in place many organisations were unable to shift their contact centre operations remotely without suffering customer service breakdowns, exposing gaps in their critical operations and inconsistencies in customer experience.
And so, the task was to create an engaging campaign to bring to life a ‘work from anywhere’ proposition in an already cluttered messaging space. The challenge was to highlight and demonste just how CXone’s Cloud Contact Centre software helps customer service agents be there for their customers to provide timely support, and reduced call handling times from absolutely anywhere.
Idea
‘Being there for your customers from anywhere’ became the overarching communication idea and a catch cry for great customer experience articulated across 4 key messaging pillars: 1. Win every customer interaction. From anywhere.
2. Conquer compliance and data protection. From anywhere.
3. Transform every agent into a top performer. From anywhere.
4. Uncover agent insights. From anywhere.
Taking a very targeted funnelled approach, the campaign ran across LinkedIn, Facebook, Google Display, Google AdWords and Outbrain driving prospects to the campaign page to learn more about CXone.
Once they had engaged with them once, they were served a product-benefit driven message – and further targeted with a free trial messaging which took them direct to a dedicated Free Trial landing page.
But the idea was to not just talk the talk and engage prospects further by asking them to vote and challenge CXone to the ultimate test of working from a list of remote locations including the Great Barrier Reef, a cable car above the Blue Mountains or a hot air balloon over Canberra, all while maintaining a consistent customer experience.
With the final votes in, the challenge was to set up the world’s first contact centre from 3000 ft partnering with an existing CXone customer company to have one of their contact centre agents work from high above the nation’s capital and taking their cloud contact platform into the clouds.
Results
Over 55 million impressions • Over 59,000 brand engagements • 50+ new logos • 5X growth in customer base • Exceeded 2020 SQL (sales qualified lead) target by over 50%