Chameleon Reaches Finals of Inaugural CNET Network UK Technology Awards
December 2003
Pan-European customer campaign selected as finalist for Technology PR Campaign of the Year
Chameleon PR, the IT PR specialist, is pleased to announce that its customer-focused campaign "Planes, Trains and Automobiles" for PeopleSoft EMEA was selected as a finalist in this year's inaugural CNET Network UK Technology awards in the "Technology PR campaign of the Year" category. Chameleon was selected from 225 entries to make the shortlist of five finalists for the award.
The campaign, executed in March of this year, revolved around three high profile, blue chip PeopleSoft customers with European brand recognition. The PR objectives were to demonstrate the value PeopleSoft users are experiencing with the company's enterprise applications and to reinforce PeopleSoft as a leading provider of customer relationship management (CRM) and human capital management (HCM) solutions to large organisations in Europe ? and in particular in Germany, the domestic market for its major competitor, SAP.
Planes: Lufthansa demonstrated PeopleSoft's CRM solution within its overall marketing strategy
Trains: Deutsche Bahn (German National Railways) discussed PeopleSoft's HCM solution
Automobiles: DaimlerChrysler demonstrated PeopleSoft's HCM solution and ePeople project
"Planes, Trains and Automobiles" is the first phase of film-themed PR campaign to maximise PeopleSoft's customer base in Europe. The German site visits gave 16 press and 3 analysts from nine European countries unprecedented access to high-profile PeopleSoft customers, generating over 20 extensive feature articles in target European publications.
In addition, the event helped strengthen relations between PeopleSoft and its target press and analysts by providing them with a unique opportunity to see PeopleSoft's technology in action.
Awards presenter and IT industry veteran, Ken Olisa, said of the campaign: "Chameleon was presented with a challenge to put PeopleSoft's enterprise application technology into context and inject what is often seen as the non-glamourous side of the IT industry with life and excitement. The judges found 'Planes Trains and Automobiles' to be an imaginative way of explaining and promoting a complex subject, and particularly appreciated the irony of holding the event on the home territory of PeopleSoft's main competitor."
Martin Mackay, vice president of marketing and alliances, EMEA at PeopleSoft, said: "Chameleon's 'Planes, Trains and Automobile' Campaign was a resounding success for PeopleSoft. It generated valuable media coverage, recognition and proof points of our technology leadership in the competitive EMEA market."
Helen Holland, managing director, Chameleon PR said. "Our mantra is to have fun while achieving PR success. This campaign shows how a creative idea can translate into a strategic communications tool that is in line with business objectives - in this case, demonstrating the value our client is delivering to its customers."
The inaugural CNET Networks UK Technology Awards were set up to recognise the companies, technologies and individuals that have achieved exceptional success and demonstrated technological leadership in the business and technology arenas. These independent awards recognise strategic excellence, marketplace impact, innovative new technology, and above all, practical developments that help IT professionals and business decision makers harness technology as a critical business tool.
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