Business Challenge:KFE marketers and agency partners were stuck in a rut, reinventing the wheel when it came to insights, competitive intelligence and creative campaigns due to a lack of communication and sharing of ideas or knowledge within the business across the continent.Project Brief:Brand a ‘social networking’ style internal knowledge sharing platform for KFE's 600+ marketers and create a buzz to captivate their imaginations about the upcoming launch.

Design Solution:We developed ‘The Wire’ as the place to connect with new people in new ways. Reminding KFE's marketers to plug into the latest activity and break down conventional silos. The branding acts as a visual metaphor. It literally connects person A to person B.For the launch, we uncovered a witty and genuine brand insight about KFE's brand marketers: they're a bit obsessive about their jobs! We translated this into a 'brand obsessive' campaign idea to tease and then explain the benefits of ‘The Wire’ platform and make light of this unique, shared trait in KFE's brand marketer's DNA.

The success is ongoing. However initial responses from the client were:• Our successful launch promotion has more than doubled the number of Kraft Marketing activities to 450 activities.• Since going live 900 activities and inspirational posts have been shared.• Every business day around 40 people connect to The Wire.• The user experience online is perceived as highly positive.