Nevion

Norwegian-based Network Electronics acquired US-based Video Products Group in 2008 and re-branded as Nevion. Red Lorry Yellow Lorry was brought on board to increase brand awareness of Nevion as a global leader in video transport solutions among broadcasters and service providers

In my 20 plus years of running marketing, I’ve never had such a positive experience with an outside agency. While we’ve gone through a name change and at the same time entered a unique market position, the Lorries have been instrumental in globally expanding our brand and thought leadership. As testimony to this activity, our competitors have said “we’re seeing you guys everywhere!” I’d recommend to Lorries to anyone looking for a first-class PR agency.

John Glass, executive vice president of marketing, Nevion

The aims

  • Educate the market about the Nevion brand – where it’s come from, what it stands for and where it’s going 
  • Establish Nevion as a global media transport solution provider for broadcasters and service providers
  • Build and maintain media, customer, prospect and analyst awareness, visibility and recognition of Nevion, and position the company as a thought leader
  • Position Nevion as a trusted technology partner for broadcasters and service providers

The campaign

  • Developed and managed a global media relations plan, and ran it from our London, Los Angeles and Singapore offices
  • Up front marketing audit to assess the size and potential of the market and the perception of Nevion and its competitors
  • Ran messaging workshop with top industry journalist to help position Nevion and develop messages for each sector
  • Arranged regional media/analyst tours to raise the profile of Nevion executives and help educate the market
  • Organised one-on-one media briefings around the main industry trade shows such as IBC and NAB
  • Proactive thought leadership through opinion articles, awards and speaking opportunities
  • Ongoing case study programme

The results

  • Increased awareness of the Nevion brand and its technology
  • Coverage increased three-fold since 2009 including 353 pieces of coverage over the first nine months
  • 85 one-to-one media/analyst briefings in first nine months
  • High profile speaking opportunities at Broadcast Video Expo, TelcoTV Asia and SET
  • Frequent coverage in global tier 1 trade publications
  • Two TV Technology Star Awards

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