The Brief

As one of the best-known players in the international communications market, Cable & Wireless is accustomed to being recognised. So, when it came to promoting its Real Time Nostro offering at Sibos 2005 - one of the financial industry’s leading events - standing out from the crowd was a high priority. Cable & Wireless commissioned Cognito to provide creative and event management services for the show.

The Solution

To ensure Cable and Wireless’ presence at the show had a major impact, Cognito planned and delivered a coordinated marketing campaign that included theme development, direct mail and event management. In line with the company’s need for a provocative message, Cognito developed the ‘What are you waiting for?’ theme. This was carried across a range of Cable & Wireless marketing materials for Sibos, including the event stand, web imagery and event invitations.

To help generate demands for on-site product demos, Cognito devised an innovative direct mailer in the form of a Cable & Wireless branded world clock - effectively combining the company’s desire to be attention-grabbing with its messages for the Real Time Nostro service. Cognito also took advantage of local features and topical events, planning a formal reception at Copenhagen’s historical Admiral Hotel for Cable & Wireless’s key clients, including boat tours through the city’s canal. Cognito also organized an informal pub event open to all Sibos delegates interested in the qualifying matches for the football World Cup. To tie in with the ‘What are you waiting for?’ theme, tickets to this event bore an image of a football on the penalty spot before an open goal.

The Results

With such an array of innovative and creative ideas at their disposal, Cable & Wireless couldn’t help but make an impression at Sibos. Julie Kyte, Marketing Manager, Financial Services, Cable & Wireless, was pleased with the outcome and with the thoroughness of Cognito’s end-to-end approach: “Cognito provided creative design ideas to help us to stand out from our competitors at Sibos. Their experience at Sibos and understanding of our Real Time Nostro offering was important to making our event a success.”