With 20 years of heritage, Puzzel provide cloud-based contact centre software. Their innovative solution allows businesses to communicate with their customers through multiple channels: Voice, Social, Email, Web Chat and SMS. Puzzel’s clients (including Domino’s Pizza, Affinity Water and Figleaves) benefit from a scalable system that integrates with leading technologies, and provides a single customer view.
Puzzel was created when our Oslo based telecoms software client, Intelecom, announced plans to de-merge its cloud-based contact centre operations. We’ve worked closely with Intelecom for several years and have played an integral role in developing and delivering its digital strategy. In January 2017, when it decided to separate the businesses, we were honoured to be tasked with helping senior internal stakeholders rebrand the new company.
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We supported Intelecom in creating a new brand, launching a global and regional websites and designing marketing collateral, while continuing our strategic work to build market share and brand presence. We had just three months to establish a new digital first brand identity, design and build multiple websites and create core marketing assets which fit within a mobile and English language first strategy.
Our approach always begins with a research and discovery phase and having worked with Intelecom for three years prior to the creation of Puzzel, we’d already gathered significant observations and insights. We could quickly create a disruptive brand with engaging integrated campaigns.
In-depth knowledge of the market, backed with data from Google Analytics, form submission history, email subscription and user-behaviour (courtesy of Hotjar), enabled us to fast-track the user-journey and interface planning stage. Progress then rapidly followed into design and prototyping.
The branding brief requested ‘intriguing’ and ‘disruptive’, to visually stand out in a tech world dominated by a palette of blue hues and yawn-inducing stock imagery. Wider marketing collateral and merchandising for events and exhibitions needed special consideration also, as Scandinavian translations can be extremely long.
Following multiple rounds of brainstorming and discussions, the name for the new company was decided: Puzzel. Visually, we were keen to compliment the Rubine statement colour with equally strong colours for each of the communications channels (Voice, Social, SMS, Web chat and Email) and had developed a set of icons and palette to this effect. We also produced a set of unique illustrations that would ultimately be carried across through marketing campaigns (email and advertising), video, exhibition stands and even office interiors.
To support the new brand and ensure it was being implemented correctly across all channels we created brand guideline documentation. The first website (UK/Global) followed on very swiftly, with the promotion material, employee-comms and presentation material alongside.
To set up regional websites quickly and easily, our solution was to use WordPress multi-site. Since the original global site was launched, we have built versions for Norway, Denmark, Sweden and most recently, Bulgaria, where a cyrillic alphabet and a subtly different market-focus required further enhancements.
All websites were supported with integrated campaigns that linked a creative thread through email, social media, remarketing (via Adroll and Google Display networks) and Gravity forms, which fed back into the CRM.
We implemented PPC and SEO campaigns to raise brand awareness and help educate historic Intelecom customers about the rebrand.
Lead generation strategies were implemented to increase sales enquiries. Digital marketing activities directed customers to specific optimised landing pages with gated, downloadable content for key products and services, which increased data capture, as well as offered value to customers and built trust. Consistent calls to actions were put in place to encourage inbound calls and form completions to increase data capture.