The Client is the IT services arm of its mother company which is one of the largest global accounting and consulting network in Asia and in other 120 countries.
The rapid growth in number of IT companies and the seemingly similar products and services offered tend to cause confusion among business owners on which IT service provider would best fit to address their IT needs, and the Client was not spared from such.
The conventional “WIIFM” (what’s in it for me) would not make any difference at all, the IT expert thought. So the “what” was replaced with “why” as (why is it for me) for their campaign to make target customers understand why they should choose the Client as their IT provider instead of simply knowing what they offer. The campaign was successfully carried out with Callbox.