Powwownow triumphs at the B2B Marketing Awards

Telecommunications company, Powwownow, is thrilled to announce that it has taken away the ‘Best Campaign on a Limited Budget’ award for their Fly Powwownow campaign at the B2B Marketing awards. The free conference call providers based in Richmond, beat off entries from advertising leaders; Hewden, Simpson Carpenter and Kern.

Fly Powwownow was a multi-channel marketing campaign devised in response to negative advertising from some elements of the aviation industry. When both British Airways and Flybe mounted advertising campaigns which attacked conference calling as an effective means of doing business, Powwownow felt it needed to counter this deluge of misinformation and re-designed their marketing strategy to fight back. The result being a declaration of war by creating the rival ‘airline’, Fly Powwownow! In total, just over £24,000 was invested in the campaign designed to raise awareness of the brand and the financial and environmental benefits of conference calls versus flying to meetings.

The campaign is on-going and has a microsite http://www.flypowwownow.co.uk/ that can be adapted every time there is an opportunity to take on the aviation industry; snow, volcanic ash, union strikes etc. The most recent incarnation was to publicise conference calling as an alternative to flying during the recent BA strikes.

To date, the campaign has reached over 3million people, increased traffic to http://www.powwownow.co.uk by over 30% and generated 560 new users worth £44,800 per annum to the bottom line.

CEO Andy Pearce also comments: ‘We submitted Fly Powwownow because we were justifiably proud of our work promoting low-cost conference calls and wanted to shout about it! We were thrilled to be a finalist, especially this is the first award we have ever entered! So to win is absolutely overwhelming; it is testament to what a talented, creative team we have and I am absolutely delighted!’