Making the
complex compelling

Adobe

Challenge

How do you apply advanced media models across the whole of EMEA?

Adobe enables customers to create ground breaking digital content, deploy it and then continually measure and optimize it. Not surprisingly, their whole marketing approach is online. This demands a sophisticated media model that pushes industry and technology limitations to obtain optimal results in performance marketing. But often, the advances in targeting techniques in North America are not always available in European markets.

Solution

Our solution was to partner with the media owners and networks to test solutions and have them compete with one another to drive the most efficient download or order.

Results

As a result Adobe has consistently seen significant, measurable increases in ROI on multi-market, multi-language campaigns.

While both Banner in London and Y&R Business Communications in Geneva work on different aspects of the client’s business, this media approach is applied universally and is embraced by both offices.

Alienware

Challenge

Low awareness. High price.

Solution

Gamers choose Alienware because they're in-the-know. They're very likely the opinion leaders in gamer blogs. Leaders rather than followers, they influence and define the top-notch of computer gadgets in gaming circles.

Results

Integrated with SNS strategy, the Alienware website is the ultimate destination for Authentic Gamers who are in the know.

LG

Challenge

In recent years, mobile phones made in China have dominated the low-tier segment within Indonesia. LG is perceived by many to be an expensive international brand and outside of their consideration set when purchasing a low-tier feature phone.

Solution

An innovative point-of-sale campaign was developed to differentiate the LG GX200 from the generic rivals by focusing on one key feature of the phone: a long battery life. Built around the insight that some conversations just can’t be had quickly, the 13.5 hours of talk time offered by the GX200 (combined with a low retail price of USD$100) is the perfect solution for when you need that little bit of extra time.

Results

The campaign, which appeared within the in-store environment, garnered numerous creative awards including Indonesia’s first-ever Gold Lion at the Cannes International Advertising Festival 2010. Further awards included the NY Festival, D&AD, Clio, Ad Fest, A.W.A.R.D, Spikes Asia and Ad Stars.

Blue Coat

Challenge

Blue Coat provides WAN Application Delivery solutions, but was fairly unknown in the WAN category for distributed enterprises. They needed to cost-effectively compete with the industry leader (Riverbed) by breaking through the marketing clutter with a strong message, compelling creative and unique online media vehicles. Global marketing teams needed an online advertising campaign that would be globally relevant in APJ, EMEA and NA with minimal modifications.

Solution

We leveraged Blue Coat’s existing heritage in security while establishing their reputation as a disruptive and market-changing leader in the sector. We then built brand equity among the C-level audience through partnerships with business, financial and IT media properties.

Leading global business sites were leveraged in NA, EMEA and APJ via unexpected media strategies and programs, along with more niche publications/sites in region.

Initially, we re-introduced the Blue Coat brand by opening the market with the bell ringing on the NASDAQ and a full-page ad in the Wall Street Journal.  The experience was enhanced by enlisting a “street team” that handed out the Wall Street Journal with Blue Coat-branded stickers around the NY Stock Exchange.

Results

— Over-delivered impressions by more than 1 million
— Drove over 19,700 prospects to Blue Coat’s home page
— Increased click-thru rate 1.5 times in six months
— Decreased the cost-per-click by 17% in six months

Dell

Challenge

Previously, Dell only sold direct. However, several years ago, they expanded to selling through the channel as well.  There was a need to communicate their true commitment to current and potential channel partners around the globe. This would require true collaboration of Dell’s global, regional and local channel marketing objectives, as well as further enhancing the overall partner experience and increasing Dell’s depth and breadth of sales opportunities.

Solution

We aligned our global agency team including SicolaMartin (NA), Banner (EMEA) and Y&R Singapore (APJ) to work with the Dell Global Commercial Channel team in each region on many initiatives and campaigns. One key program was to revamp their current PartnerDirect program architecture, messaging, communication strategy, branding and collateral. We also developed a series of global, co-brandable assets that were targeted to the partner as well as to the end customer. In addition, we developed ongoing global strategies across Dell’s business units in conjunction with Dell strategic partners such as Microsoft, Intel and VMware.

Results

— Over the course of 1½ years, our collective Dell and agency team centrally developed and regionally rolled-out more than 1,500 deliverables across 15-25 languages
— Email open and click-through rates are consistently within or above industry average globally
— We won Outstanding Online Technology Video at the International Advertising Awards for a channel-focused video called “Take Your Own Path” as well as a global Davey Award for our Tech Two series of videos
— We launched Dell’s PartnerDirect re-architecture program almost simultaneously across all geographies due to strong client and agency network collaboration

Total Access Communication Public Company (DTAC) Thailand

Challenge

Mobile devices are now ubiquitous and ever-present in our lives. In Thailand, as in most countries in the world, using a mobile phone to connect to social networks or the internet, to watch videos or to send text messages often comes at the expense of engaging in the ”real” world. People are now spending more time on their mobile devices than they are in communicating with the loved ones around them.

Solution

A viral video was prepared to show the joy, laughter and closeness that can be missed when a mobile device takes precedence over those around you. ”Disconnect to Connect” used a deeply emotional approach to encourage people once in a while to disconnect from the virtual world and re-connect with the people closest to them.

Results

— 2,208,868 YouTube views
— 89,695 Facebook shared links
— 19,567 tweets
— 171 blog posts
— 151 countries have viewed the video

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SAP

Challenge

Lack of consistency in the collection and routing of online registrations from SAP.com, preventing these registrations from generating leads within the sales funnel.

Solution

Designed and built a systematic centralized process to collect, clean and route all registrations submitted online to ensure timely follow up and generate sales potential.

Results

— Provided a 40% increase of inquiries into the sales funnel for follow up and opportunity
— Increased opportunities by approximately 5% within one quarter
— Decreased the volume of unclean inquiries by 25% making tele-marketing teams more efficient

Crucial

Challenge

Crucial.com sells own-brand computer memory upgrades using on and offline B2C and B2B advertising. Crucial is a division of Micron, one of the largest DRAM manufacturers in the world, and they asked us to help them highlight to new customers the benefits of a memory upgrade with a memorable, impactful and unique campaign.

Solution

We created a completely new concept with a fresh feel and lots of impact. “Tame your naughty computer” featured snappy cartoon images of naughty and good computers that were unlike anything Crucial has done before – and anything else in the market. We wanted to persuade customers that not only is installing new memory easy but also that it will transform the performance and speed of their previously uncooperative computer.

We created numerous versions of the computers in various on and offline executions, including banners, flyers, eDM and website graphics. We also included variations for business customers and IT managers.

Results

The improvements in the click-through rates of the advertising for Crucial.com were very notable, with the CTR improving by an average of 70% in certain areas. With millions of ad impressions served, this represented a substantial increase in traffic to the Crucial.com site.

Groupon

Challenge

BRANDING STRATEGY: Position Groupon as segment leader and educate people about group buying in Brazil.

RETAIL STRATEGY: At the end of the day we had to register as many people and become the biggest client database for group buying.

Solution

A media mix strategy was created to generate awareness/brand experience through TVCs that clearly stated the brand + category education and an online partnership with main portals to deliver performance through consideration, comparison, and registration/buying.

Constant optimization (even for TV between flights, hours, and programs) and accurate measurements in hours of TVC aired x non TVC.
Online Ads with different formats and dynamic ads to test in real-time ad performance

Results

— 26.000 registrations/day
— Reached leadership on the 3rd flight (passing peixeurbano.com.br)
— Decrease of bounce rate

Trend Micro

Challenge

Trend Micro operates in the crowded IT security market, where you need to make a big impact to get noticed. We wanted to raise brand awareness by going beyond standard advertising campaigns to imprint Trend on buyers’ minds.

Solution

Working with ChannelFlip, we proposed that Trend fund a documentary series with renowned filmmaker and author, Jon Ronson. He investigates the people, companies and even governments who use the Internet to bully, subvert, manipulate and even suppress human rights. The series, entitled “esc & ctrl” consists of short video episodes, blog entries and Twitter and Facebook entries. Each one is released soon after it has been made.

Results

The Trend-sponsored episodes are guaranteed 11,000,000 plays over a year and are promoted on YouTube, Facebook, Daily Motion, The Guardian and other distribution channels. This approach provides coverage above and beyond standard placements and makes Trend synonymous with addressing security risks. Users can amplify the campaign by commenting on the videos, sharing them with friends and posting on social media. One of the episodes generated more than 75,000 views on YouTube after only three weeks.