C-COR are an Australasian network integrator with a 30 year history of the innovative delivery of state-of-the-art carrier-grade infrastructure that enables many of the largest Telcos to keep their comprehensive communication networks operational, secure and performant.
When approached to help with a campaign and story foundation to position ‘Habitat’, (C-COR’s productised IPTV solution delivering in-room entertainment experiences to hotels, aged-care communities and remote worker camps) we saw the need to hone-in-on what the customer ultimately buys from C-COR. In other words, to help C-COR shift from an engineering focus, to a story of what technology enables for people.
An organising idea of “Stronger Connections” was defined – born of a revised C-COR purpose: To engineer stronger connections, that improve business and life.
A series of sector messages were then established around the ‘why’ in a warm, people-focused way, to support marketing to each use-case/market segment.
This strategy would better prepare them for a shift from back-end network provider, to front-end solution provider. New narrative and design work was undertaken with a focus on in-room entertainment experiences that bring people closer together – no matter how apart they are. Beautiful contemporary people imagery warmed up the brand appeal and brand elements were modified to make a more contemporary visual impact.
Commissioning agency: Gratifii
Brand Strategist: Diana Parry
Designer: Georgie Sigglekow
