The 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, easier and more secure way.
The industrial IoT market is large and global. It is currently dominated by giants such as Vodafone, Ericsson and Bluetooth, which dictate the terms of the industry.
Entering this world as a competing and unknown player with a completely new offering requires significant investment. But because it is also a world of generic and extremely feature-driven B2B advertising, an opportunity arises. The opportunity to stand out. To be seen.
Ahead of the global launch, we were given the communications assignment. The result was a spokesperson, “Ville’s mother” (Ville is the actual CTO at Wirepas), who proudly and often brags about her son and his company, along with a series of eight commercials 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 goal is to position Wirepas as something that the other players are not – innovative, serious, exciting and of course distinctly Finnish.
Target markets – USA, UK, Germany, France, India.
Wirepas loves his mother. She has become a hero and has gained many fans. The paid media campaign ran for 7 months, mainly on YouTube, LinkedIn, Facebook and banners. We created flexible communication materials and used a performance-based approach – we invested more in the films that performed best. It can now be confirmed that the efforts performed above forecasts.
Year 1
Total number of views of the material: 15,826,522 with a CPM -16,6% = more effective advertising, time spent on the web: +137%, CTR: 8,75%, CPA (cost per acquisition): -25% = more effective advertising, MQL (marketing of qualified leads) +120%.
Press contacts were active for about the same time, and around 50 relevant and prioritized technology media outlets worldwide have published material about Wirepas. And sales are going great!