Launching a premium product into a commoditised market
Coface
Campaigns Media UK US
Launching a premium product into a commoditised market, globally
Coface is a global financial services provider, traditionally known for trade credit insurance. Using this real-world pool of data, it launched Coface Business Intelligence (Coface BI) to provide a new level of quality business intelligence into a crowded and often commoditised market.
We needed to help Coface BI stand out from the competition and show that it was a premium provider. In addition, Coface BI was new to the market, relatively unknown and did not have a large prospect database to target.
The campaign need to be global, launching in the US, UK, France and Germany. A concept was needed that could be easily localised and would be relevant to local audiences.
“This was the first global campaign to launch Coface BI and Earnest really helped us on all levels: strategic, creative and tactical. This has set a new benchmark for our new marketing organisatio and has helped show the business the value of ongoing brand building and lead generation.”
