Wirepas
Background
Internet of Things (IoT) is about things communicating with other things. Wirepas is a Finnish company from Tampere that has created the world’s first non-cellular 5G standard for IoT. This means that more devices can be connected in a much cheaper, simpler, and more secure way.
Challenge
The market for industrial IoT is large and global. It is currently dominated by giants like Vodafone, Ericsson, and Bluetooth, who dictate the terms of the industry.
Entering this world as a competing and unknown player with a completely new offering requires substantial investments. However, because it is also a world of generic and extremely function-driven B2B advertising, an opportunity arises. The opportunity to stand out. To be noticed.
Solution
Ahead of the global launch, BANG got the communication assignment. The result was a spokesperson “Ville’s mom” (Ville being the actual CTO at Wirepas), who proudly and frequently boasts about her son and his company, along with a series of 8 advertisement films titled “Straight Outta Tampere.”
The communication strategy revolves around being a challenger. The goal is to increase awareness, build the brand, generate new and relevant leads, and always remain interesting. The aim is to position Wirepas as something the other players are not – innovative, no-nonsense, exciting, and distinctly Finnish, of course.
Target markets – US, UK, Germany, France, India.
Result
Wirepas loves their mom. She has become a hero and gained many fans. The campaign in paid media ran for 7 months, primarily on YouTube, LinkedIn, Facebook, and banners. We created flexible communication materials and used a performance-based methodology – investing more in the films that performed best. It can now be confirmed that the efforts were performing above forecasts.
Year 1
Total views of the material: 15,826,522 with a CPM -16.6% = more efficient advertising, time spent on web: +137%, CTR: 8.75%, CPA (Cost per Acquisition): -25% = more efficient advertising, MQL (Marketing Qualified Leads) +120%.
Press outreach was active for about the same duration of time, and approximately 50 relevant and prioritized tech media outlets worldwide have published materials about Wirepas. And sales is going great!
