The datacenter division needed to have a website. It has to be within the corporate identity and at the same time presents the unique proposition as if it were a independent enterprise. The proposition was a group of local datacenters that offered worldclass service. As KPN has the image of being a one size fits all telecom business we decided to put the specific needs of the audience central in the website. This we achieved by actually writing down the questions and topics with which we knew the customers were struggling.
In this way we showed the customer orientation and the added value Datacenters could provide for each individual customer. The website was made within the corporate identity of KPN and at them same time presented a unique proposition that was as far away from the KPN-image as possible.