Oregan Networks - new from old
The task"I have a product that's been in the market for months and it's been badly reviewed previously. What can we do?" That's the question we faced at the start of a campaign for Oregan Networks, provider of embedded solutions for digital home entertainment devices.
The solutionThe Digital Stream set-top box enables consumers to access Web TV services on their television and it's powered by Oregan Networks' Onyx media browser. The box had been released some months earlier but the reviews were less than impressive which reflected badly on Oregan. We were tasked with reversing the position. Looking at what had taken place previously, it quickly became obvious that the box had been pitched badly – to the wrong targets and with the wrong key messages. Babel completely revised the messaging, and used the opportunity presented by a new link up with movies on demand company LoveFilm to re-launch the box as an inexpensive way to enhance your free television service, with movies on demand (from LoveFilm), and catch-up TV via support for the BBC's iPlayer application. Key media were carefully targeted and briefed to secure the lead coverage before a comprehensive sell in to the second and third tier.
The resultPerceptions were completely turned around. Reviews were universally positive and the box was favourably compared to major competitor products such as Apple TV. Tech Radar gave the Onyx box four stars, so did Electric Pig and also said "forget the Apple TV". Pocket-lint said "the breadth of content and the quality of the user interface are both excellent." Job done! |
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