Exceda: Operation Christmas

e|ou Marketing de Relacionamento

ENTRY INFORMATION

Category: Information Technologies
Country where program ran: Brazil
Date program started/ended: 4 August – 22 September 2008

Product Description: Akamai solutions helps the growth of clients’ online businesses, without the need to invest in IT infrastructure. Akamai's managed services gives them instant global reach and consistent performance worldwide. It accelerates their Web-based applications and dynamically-generated content while providing fast and flawless media and software delivery.

Advertiser/Client Name: Exceda
Media Channels: DirectMail
DRTV
Website: http://www.akamai.com.br/operacaonatal/

STRATEGY

Marketplace Challenge:

Akamai Company has a tool that is unknown in the Brazilian market. However, it's very useful when launching on-line campaigns, since it guarantees 100% availability to the site, including peak time, without demanding an investment in infra-structure. There's a tendency, among creative and planning professionals, to create the campaigns without thinking about the structure needed to maintain it. That way, we have amazing on-line campaigns that are always down or lagging even when they generate too much traffic. Another problem is that at the end of the month, the bill for the extra bandwidth would increase the total cost of the campaign in a way that couldn't be foreseen.