RIOT puts the VIP into VoIP for storm

One of the methods of conveying that message is by designing the adverts in the shape of a plastic access pass, the kind that VIPs get to hang from their necks at music concerts and other high profile events.

Riot is telling storm customers that they can expect VIP treatment and get access to "the golden circle" of Voice over Internet Protocol. The slogan "Connect with the right people" reinforces the message, as does the call for companies to get themselves on the VIP list by signing up for VoIP through storm.

"Everyone in the communications industry will be offering the same technology so it wasn't about the fact that storm offered VoIP, but instead the service and quality that surrounds it. VoIP to VIP encapsulates precisely storm's differentiation in the industry, supported by the line 'The word on VoIP'," said Rebecca Woodhead, Riot's strategy director.

VoIP is a complex technology, but Riot has kept the message simple by informing potential storm clients that the technology will save their businesses up to 30% in costs by re-directing phone calls via their Internet service provider.

The brief was to target business people, so the adverts have been placed in Business Day newspaper and Business Report online - flash ads stressing the VIP in VoIP and telling businesses early adopters of VoIP technology will be the ones to enjoy its cost-saving benefits soonest.

The campaign also includes handouts, a short film to be screened in corporate lifts and press handbooks.