A business that can not wait
FuP positions the IT service provider Tetrade as an IT integrator in a declining market
FuP positions IT service provider Tetrade as an IT integrator in a regressive marketThe IT integration company Tetrade, founded in 1994, does everything differently to its competitors when it comes to communication. While the latter save on advertising, Tetrade digs deep into its pockets and positions itself in the depressed IT market with an image campaign. And it is doing the right thing. According to Computerworld Switzerland, most system integrators reported declining figures last year, but the Gümligen-based company with 42 employees was able to increase its turnover from 6.5 to 8 million Swiss francs.
The campaign was conceived by the Bern-based agency Freiburghaus und Partner (FuP), which won the mandate last August in a pitch against three competitors. The implementation attempts to capitalize on the fact that Tetrade was apparently one of the first IT service providers to call itself an IT integrator. By focusing on this core competence, the company wants to occupy this area for itself.
The ads are primarily aimed at increasing awareness, which leaves a lot to be desired even in the Espace Mittelland catchment area. This is all the more surprising given that the company's customer portfolio includes well-known names such as Swisscom, Swiss Post and SBB. Secondly, the campaign is intended to present the company "as a trustworthy IT integrator that, unlike many of its competitors, provides its services on time and on budget," says Vera Sommer, Marketing and PR Manager at Tetrade.
Islands are joined together to form landscapes
The motifs show Tetrade CEO Michael Liebi at a urinal and Louis Oetiker, Key Account Manager, talking to a stranger in the sauna. "What do you do?" the strangers ask. "We integrate IT", replies the interviewee purposefully. While the images transfer the events to a personal level, one could see the economizing moment of system integration depicted in the brief dialogue.
The presentation is intended as an investment in the future, although the company is secretly hoping for an immediate response. As the system landscapes of many companies consist of individual system components that are not networked with each other, the topic of integration is becoming increasingly important.
According to Barbara Bürgy, consulting group leader at FuP, there is a growing realization that networking IT islands into entire IT landscapes can actually increase efficiency and achieve relevant cost savings. By including subcontractors, customers or subsidiaries in the network, she adds. Ernst Weber
The campaign was conceived by the Bern-based agency Freiburghaus und Partner (FuP), which won the mandate last August in a pitch against three competitors. The implementation attempts to capitalize on the fact that Tetrade was apparently one of the first IT service providers to call itself an IT integrator. By focusing on this core competence, the company wants to occupy this area for itself.
The ads are primarily aimed at increasing awareness, which leaves a lot to be desired even in the Espace Mittelland catchment area. This is all the more surprising given that the company's customer portfolio includes well-known names such as Swisscom, Swiss Post and SBB. Secondly, the campaign is intended to present the company "as a trustworthy IT integrator that, unlike many of its competitors, provides its services on time and on budget," says Vera Sommer, Marketing and PR Manager at Tetrade.
Islands are joined together to form landscapes
The motifs show Tetrade CEO Michael Liebi at a urinal and Louis Oetiker, Key Account Manager, talking to a stranger in the sauna. "What do you do?" the strangers ask. "We integrate IT", replies the interviewee purposefully. While the images transfer the events to a personal level, one could see the economizing moment of system integration depicted in the brief dialogue.
The presentation is intended as an investment in the future, although the company is secretly hoping for an immediate response. As the system landscapes of many companies consist of individual system components that are not networked with each other, the topic of integration is becoming increasingly important.
According to Barbara Bürgy, consulting group leader at FuP, there is a growing realization that networking IT islands into entire IT landscapes can actually increase efficiency and achieve relevant cost savings. By including subcontractors, customers or subsidiaries in the network, she adds. Ernst Weber
