Client
Kyndryl Poland
Cooperation
Long-term
The project came to us less than six months after the Kyndryl brand was established. The challenge in this case was to present a company that had officially appeared on the market a few months earlier.
The aim of the project was to strengthen the company’s recognition in the Polish market, with a particular focus on its competence in IT infrastructure services, products developed on the basis of open source and cloud, as well as its creation of dedicated solutions for various sectors of the economy, including the public, financial and manufacturing segments.
Launch of an existing brand six months after the company was founded.
The company spun off from the structures of another brand with a very established market position and wide recognition.
Despite a large background, the brand is starting from scratch.
Lack of brand identity - initially wants to communicate as the world's largest startup and technology agnostic.
In analyzing this case, we identified a number of challenges. The client operates in an industry that the press is eager to write about, but also in which the competition is substantial and communicatively active. The issue was to convince journalists that despite the start-up mentality, the company is technologically mature, creates jobs in the country and is worth watching.
How to market an existing company?
How not to overshadow a spin-off with a very recognizable parent company?
What channels for reaching journalists will be most effective?
What can you do to stand out in an industry with unusually high competition?
We decided to bet on showing journalists the Kyndryl brand more closely so that they could supplement their knowledge of the new brand with first-hand information from the managing director of the Polish branch.
First, we conducted reconnaissance among key media – we asked the 10 most important journalists from the brand’s point of view what they knew and what they thought about the Kyndryl brand.
On the basis of these conversations, we held a press meeting, where we presented details of the brand’s operations in Poland, its plans, and explained the history of its creation and belated launch.
After the successful presentation, the project moved into the permanent service phase.
A survey with 10 key, from the brand's point of view, journalists.
Preparation of the company's Q&A and presentation.
Media training for those speaking at the meeting.
Organization of a press meeting.
The result of the company’s launch and continued regular communication is more than 185 publications as of April 2022. The company’s communications are of interest not only to industry titles, but also to business and national media.
Thanks to a number of social and technological initiatives, Kyndryl has quickly become a brand identified with the development of the IT industry and recognized by target groups and the media.
Several campaigns were created as part of the cooperation, allowing the brand to appear in such titles as Puls Biznesu, Gazeta Wyborcza, Business Insider and Computer World.
Publications in national media.
Interviews in key brand media.
Building brand recognition among target groups and developing, recognized among Polish journalists, an authority in the field of IT.
Learn more about our experience and see how we will respond to your needs!
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Przykładowe realizacje
