OnePath

CHALLENGE
No U.S. recognition, and no time, as Israeli company Foxcom moves its headquarters to Princeton, NJ, just prior to rolling out major new products.

SOLUTION
Full-scale frontal assault with two separate but simultaneous campaigns targeting U.S. telecommunications companies, cable operators, research analysts and investors. New company name, logo, colors and tagline were rolled out as part of image campaign to create market presence, aided by a targeted sales collateral package and advertising to differentiate OnePath from competitors. The second campaign, designed to launch two breakthrough optical networking systems, placed heavy emphasis on PR and appearances in major trade shows to create new business opportunities.