E3 International Agency Network- Best of International (BOI) Awards 2014

May 17, 2014

E3 NETWORK BOI 2014

“Best of International”

INTERNATIONAL CASES

VODAFONEISTORY

BASE ONEGREAT BRITAIN

Objectives

Success is being measured by the number of sales people downloading and adopting the ’tool’ and by the feedback given, indicating a more confident sales force.

The tool is regularly updated with new information – soon we will incorporate 4GCustomer information

Vodafone needed to help sales people deliver their story to customers consistently, confidently and succinctly, so that Vodafone gains more consideration (within large businesses/organisations) for communication requirements beyond mobile.

To achieve this we needed to combat the plethora of PowerPoint presentations being used by Sales.

International campaign in: Great BritainMarket:

Our idea / approach

We developed one single sales aid which provides Sales with the right support while on the road and in meetings, as well as giving them the opportunity to start conversations in a more ‘consultative’ way, thus projecting a professional, modern, partnering feel to their customers.

iStory, a tablet-based app, has great content and it’s visually rich, prompting sales people to hold engaging, confident and wider conversations with their customers

Results

Results for the first 2 months from launch:over 77% adoption amongst sales people and over 44% active users.“I love iStory. It’s ace, just helped me enormously with prep for this afternoon’s BWOW meeting at training 2000…what a great tool.” Terry Potkin - UK Sales

Expertise: Branding/Design

YARASAFE BY CHOICE

BB&BFRANCE

Objectives

• Raise awareness

• Create momentum

• Create trust and ownership• Trigger engagement

• Ensure consistent application• Establish  safety culture sustainably• reduce safety incidents

Brief

Yara International, headquartered in Oslo, is an international company specializing in nitrogen chemics (fertilizer, explosives, environmental chemicals).

The company was seaking to improve safety performance across its global network of factories, warehouses and offices .

The goal was to achieve a sustainable improvement rather than short-lived success stories.

A change in company culture was considered necessary to achive the goal and attain excellence in safety.

International campaign in: Australia, Austria, Belgium, Canada, China, Czech Republic, Finland, France, Germany, Great Britain, Hungary, India, Italy, Korea, Poland, Portugal, Romania, Russia, Singapore, Spain, Sweden, Switzerland, The Netherlands, USAMarket: Consultancy, Corporate identity

Strategy

bb&b recommended to change company culture by the following:• A massive communication stimulus to underline the importance of the issue• Endorsement by top management through an emotional letter from CEO, directly addressed to the homes of 9.000 employees worldwide• A visual campaign signature "safe by choice" marking all communication items to be developed• A made-to-measure image bank highlighting the campaign slogan "together we care"• Storytelling based on teamwork, pride and sense of ownership to spark intrinsic motivation• A ready-to-go toolkit to facilitate deployment worldwide in all factories and sites

Results

• Strong engagement and acceptance in all sites• A consistent, worldwide implementation, from South Africa to Norway and from Trinidad to Australia• High visibility of the campaign in and around all Yara sites worldwide• The expected change in culture is to be confirmed by appropriate research in 2014

Expertise: Branding/Design, Business/Brand Strategy, Creativity, HR Communication

REPSOLINFORMATION PROTECTION

IGRIEGASPAIN

Objectives

Showing the risks a bad information usage could bring.

The employees must be aware of the risks a bad information usage can bring.

Always through communication that doesn't scare them, but makes them think about it; and that doesn't control them, but normalises the situation.

INTERNAL INFORMATION PROTECTION

After an internal study, our client found out Repsol employees didn't think there was a problem with information's security, there was no conciousness, they didn't know the regulations.

And information is an asset we must protect.

International campaign in: SpainMarket: Corporate identity

INFORMATION PROTECTION

We had to raise awareness, by making the problem visible, and showing its consequences.

We created a list of the top ten most important topics related to information protection.

Each topic contained the following pieces: - online banners- video- impact action

We launched the campaign with a teaser so we could catch the employees attention.

Expertise: Branding/Design, Business/Brand Strategy, Creativity, Video Production

ROLOIT WILL PROBABLY CHANGE YOUR EVERYTHING

RECOMMENDED SWEDENSWEDEN

Creative concept

To come up with a creative concept, a strong visual identity for Rolo and a website.

A communicative plattform were also part of the assignment, but we chose not to enter it in the competition.

Customer information

In the year of 2000 three people met with three things in common: they had a passion for bicycles, none had had the ultimate cycling experience and they all had a set of skills that combined made it possible to make the world’s best bike. An exiting fusion of passion, engineering and carbon followed and today you can enjoy the result; an ultimate cycling experience through the world’s best combination of weight and stiffness in a custom monocoque.

International campaign in: France, SwedenMarket:

The creative concept

The creative concept “It will probably change your everything” is basically self-explanatory; it describes what all target audiences should experience when coming across the bikes, the communication, the company and its staff.

Example: “You won’t need to equip the bike with a lock – you’ll be too excited to get out of the saddle.”

Visually we chose to use muted colours, there’s no need to shout if you’re number one. The triangular shapes are inspired by the very essence of a true monocoque: the triangular frame is moulded in carbon fibre, in one seamless piece.

Lots of attention!

Rolo has had a lot of attention at exhibitions and from its communicative material and has even made it to the front page of one of the world's most prestigious bike magazines. The traffic to the website has also turned into a flood …

Expertise: Branding/Design, Creativity

LINZ AGFUNNY FISH FOR THE WATER WORLD

SPS-MARKETINGAUSTRIA

Objectives

Support the LINZ AG ideas competition for the waterworks Scharlinz with a creative marketing campaign and make it a great experience full of fun and pleasure

Find the right tone in dealing with the target groups (elementary school pupils of the 3rd and 4th class and their teachers) and inspire them to contribute many ideas

LINZ AG

LINZ AG is a city-owned holding, which provides energy supply, municipal services, and public transport in Linz and another 115 communities in Upper Austria. The company employs around 2,700 people and generated sales of 694 million Euros in 2012. The waterworks Scharlinz, which is operated by the LINZ AG, is famous for a diverse exhibition which provides insights into the fascinating world of water.

International campaign in: AustriaMarket:

Funny Fish for the Water World

How to get 8 year old children excited about water? Our solution: A mascot. The talking tubby goldfish is the contact figure to schools and acts as a presenter in the water world Scharlinz. The campaign focuses on digital channels and ensures high involvement with a high fun factor by introducing a number of interesting giveaways: video clips, mobile information portal, a colorful idea folder, poster, sticker sheet, funny ruler, cool t-shirts – all of this makes children's eyes shining with joy and provides interesting information on the subject of water in a different and exciting way.

Results

Great response at over 50 schools that exceeded customer expectations

Great response in the local media

Many ideas for the ideas competition of the LINZ AG

Expertise: Branding/Design, Creativity, Events, Marketing Concepts, PR Communication, Programming & App Development, Video Production

HIRSCH-BRAUEREI HONERHIRSCH NATüRLICHES DONAURADLER

SCHINDLER PARENTGERMANY

Objectives

A product relaunch was realized in the segment of mixed beer drinks - "DonauRadler" as Hirsch’s "Natürliches DonauRadler":

Development of a concept, finding of a new product name and development of additional communication measures to strengthen the product’s competitive position and its USPs and also to acquire new customers for the "Natürliche Radler" product segment.

About Hirsch-Brauerei Honer

Hirsch-Brauerei Honer in Wurmlingen has been brewing characterful beers for many generations.

The brewery is family-owned since its founding in 1782 and every generation defined the brewery as its life's work, always considering their three most important values: tradition, craftsmanship and regionality.

Their beer specialities are original, natural, pure and outstanding.

International campaign in: GermanyMarket: Corporate identity

Our idea / approach

"Donauradlerfrischung“ - a typical Hirsch One-Word-Headline: product name "DonauRadler" + "Refreshment" located in a perfect situation.

Besides the development of the campaign and the label, we supported our client during this project with further accompanying communication measures such as• sales packaging• posters• advertisements• public transport system advertising

Results

Based on a new product concept, the product design and the equipment were revised by focusing on the defined target groups and a matching campaign was launched. The newly designed "Natürliches DonauRadler" was repeatedly sold out. In the product segment Radler 0.33 l Hirsch-Brauerei has achieved a growth of over 200% in the first year of introduction!

Expertise: Branding/Design

HONEYWELL HAUSTECHNIKNEW POSITIONING

SCHINDLER PARENTGERMANY

Objectives

Up to now, Honeywell Haustechnik embraces sanitary, heating and ventilation products. With PEHA and Friedland the electrics and house automation is added.

• Strategic new positioning and identity• Integration of electrics and house automation• Integration of the new employees• Suitable claim and key visual

About Honeywell Haustechnik

Honeywell is an international company that is present on the German Market with its four business segment. Currently, the Automation & Control Solution segment is really growing. It is now covering water, heat and, as a new addition, the wide field of electrics and house automation.

It was high time for a new positioning on the market in order to communicate this wider portfolio.

International campaign in: GermanyMarket: Consultancy

Our idea / approach

The claim and key visual must be “open” and not limit the interpretation and the evolution of the brand.

The key visual is:• More specific than the old key visual• More emotional (human, colours, situation)• An expression of magnitude and a great promise• A visual upholding of the claim: Honeywell. Die Haustechnik.• Complemented with the specifications: Water. Heat. Electrics.

Results

The interlocking of the four segments defines the new self-perception of Honeywell Haustechnik. The approach “Honeywell. Die Haustechnik.“ catches all the reflections about the new positioning. It raises a clear and ambitious aspiration, just like VW’s “Das Auto“.

Expertise: Branding/Design, Business/Brand Strategy

IB GISCORPORATE DESIGN

SCHINDLER PARENTGERMANY

Objectives

We developed a clear umbrella brand strategy. The big challenge was to not communicate the brand IB GIS on the market, but to be present through both subsidiary brands IB Hochschule and IB Medizinische Akademie – and to show the affiliation to IB GIS in the logo.

And to develop a corporate design which accurately communicates what the target groups need and want to know.

About IB GIS

IB GIS is a subsidiary brand. It also has own subsidiary brands. And some of these have subsidiary brands themselves.

IB GIS is a complex structure of different educational institutions that are united under the roof of the “Internationaler Bund” – Germany’s biggest educational provider in the healthcare and social affairs areas. For 60 years this provider successfully supports people on their way to an educational achievement.

International campaign in: GermanyMarket: Consultancy, Corporate identity, Responsive design, SEO

Our idea / approach

Both actively communicating subbrands (IB Hochschule and IB Medizinische Akademie) have a consistent, clearly structured design. The addressor and the systematics are always the same.

How do we ensure it? Thanks to our identity donating brand springboard which unifies the IB GIS’ and the umbrella brand IB’s logos – subtly placed on the bottom left of all communication measures.

More guidance is found in short and luscious content. Long searches, a huge amount of text and frustrated quitting are ruled out. We work with dialog boxes and word brands that show at first glance the subject, the brand and the location.

Results

The precise structures assure clarity. The distinct colours ensure individual profiling. The fresh and prominent brand colours guarantee a high attention and strong brand recognition. With success: in 2014 there is one student more in every class!

Expertise: Branding/Design, Business/Brand Strategy, Marketing Concepts, Online Marketing & SEO

VAMAA BRAND FORGED IN STEEL

ADSMITHCHINA

Objectives

We needed to create an identity and clear positioning based on the international position of ArcelorMittal, combined with input of the local partner and product offerings. 

Create, develop, and implement a brand identity for VAMA along with a visual identity that will strategically position the new JV company in an already cluttered and extremely competitive industry segment.

VAMA

VAMA (Valin ArcelorMittal Automotive Steel Co., Ltd.) is a joint venture between the world’s largest steel manufacturer, ArcerlorMittal, and a major Chinese producer named Hunan Valin Iron & Steel Co., Ltd.

Although backed by two major players in the automotive steel industry, the new brand faced great challenges in terms of developing a brand identity and creating a positioning that would give it a unique advantage over the competition.

International campaign in: ChinaMarket: Consultancy, Corporate identity

Our idea / approach

The big idea (s)

We focused on an aspect of the industry in China where there is “room for improvement”: innovation in developing lightweight, sustainable, and cost-effective automotive steel components.

The strategic key elements• Revision of brand strategy• Through market research, developed a strategic approach as well as a creative direction• Developed brand positioning and corporate tagline• Developed visual identity (VI) system / brand architecture• Developed long-term strategic plan for brand training as well as internal and external communications activities

Results

VAMA held a Tech Day event in Shanghai in March, where our work was put on display. VAMA’s customers, as well as board of directors, praised the work, and even had their pictures taken next to their new brand.Next, VAMA decided to hire us on a year retainer to support all of their marketing. They even sent us a framed recommendation letter. 

Expertise: Branding/Design, Business/Brand Strategy, Marketing Concepts

LISECTHE FACES OF EXCELLENCE

SPS-MARKETINGAUSTRIA

Objectives

The services offered by LiSEC and the resulting customer benefits should be clearly brought to the point in a radical brand relaunch

Position LiSEC as the number one innovator (operator know-how, experience, innovation) and number one total supplier in the flat glass industry

Make The Austrian charm and the reliability of the LiSEC brand (the "reliable solution that works") perceptible

LiSEC

LiSEC is an internationally active company offering comprehensive solutions with regard to the production and refinement of flat glass. With more than 1,500 employees LiSEC is worldwide leading in solutions working with flat glass and sets standards in quality and technology. The customers can rely on a consistent and trustworthy approach based on more than 50 years of experience, continuous innovation, and a global presence with more than 20 affiliated companies and agencies.

International campaign in: AustriaMarket:

The Faces of Excellence

Based on the results from the brand and strategy workshop, we positioned LiSEC as "safe" solution. LiSEC is the first plant manufacturer in the flat glass industry that claims this future-oriented market position for himself. While the competitors almost exclusively show machines, we bring the employees into the center of communication. This gives the brand a charming identity, conveying expertise and reliability. In everything LiSEC does, the focus is on the customers. "Reliable Solutions" is the principle. The communication is focused on the added value for the customer.

Results

The new brand image supports with a very positive internal effect a re-launch after years of crisis.First positive reactions from customers after global launch of the campaign.After the repositioning, the LiSEC brand, measured at the competition, stays a further step ahead

Expertise: Branding/Design, Business/Brand Strategy, Creativity, Interactive Design, Marketing Concepts, Online Marketing & SEO, Programming & App Development, Trade Fairs, Video Production

AFIMILKLAUNCH OF AFIACT II

OZ BRANDINGISRAEL

Objectives

• Create a distinguished category, in order to move higher up in the Value chain• Revive Afimilk's image as a technology leader, an image that was damaged over the last few years

• Increase revenues and profits

Customer information

Afimilk is a global leader in developing, manufacturing and marketing advanced computerized systems for the modern dairy farm and for herd management.

A pioneer in the field since 1977, Afimilk introduced, the first electronic milk meter.

Under the Afimilk slogan Vital Know-how in Every Drop the company's mission is to provide dairy producers with remarkable, innovative technology solutions and comprehensive knowledge that will enable the most profitable production of high quality milk.

International campaign in: Hungary, Russia, Spain, USAMarket:

Our idea / approach

The next-generation solution for the mostaccurate heat detection

Results

• Enhanced the perception as a Hi Tech company• Very good feedback and satisfaction from the customers and others in the eco-system regarding the marketing tools and materials• Translation and adaptation of the marketing tools and materials for many territories in many languages• No sales results yet as it was only released to the market last month

Expertise: Branding/Design, Business/Brand Strategy, Creativity, Interactive Design

TALENTIA SOFTWAREINSPIRING PROGRESS

PREFERENDUMFRANCE

Objectives

• Federate employees of the new group entities regardless of their origin, their functions, their location in the world.

• Awareness around the new name, positionning and ambitions of the group

TALENTIA SOFTWARE

TIME FOR CHANGE OF NAME AND STATUS

Talentia Software was established 25 years ago but over the past six years, no fewer than five companies/businesses have joined the group.

The company tripled its turnover in six years and it invests 20% of its income in R&D.

Talentia Software is ideally qualified to support businesses in their ongoing search for HR and Finance performance because it allows each employee to give free rein to their talent.

International campaign in: FranceMarket:

THE PINK DOT

The key idea : The Pink Dot- Pink is one of the color of talentia Softwar and represents a break with competitors.- This dot is also the dot of the “i” in Talentia Software, but it is in fact the mark of progress, a unifying symbol. It mainly marks the benefits of using Talentia solutions. It symbolises the company’s advances; its ability to let its talented employees express themselves and achieve better performances.

- The campaign revolves around several visuals (work situation, production, maintenance, meetings,etc.) where the pink dot is positioned at various spots

- It reinforces "brand of progress" dimension

Results

No quantified results but the congratulations of the client (board and local marketing teams) very sensible to internal communication phase and very proud to be present with an international campaign (airport, press…)We became the agency of change for this client (collaboration 4 years old) and we're working on both outbound and inbound strategy.

Expertise: Branding/Design

MAYTRONICSBRANDING-IN PROCESS

OZ BRANDINGISRAEL

Objectives

To create a powerful global brand through an in-depth process involving all Maytronics managers and staff, in Israel and around the world, connecting them to the brand promise and core values.

Customer information

Leaders in innovative, eco-friendly, pool technology - Maytronics provides a complete solution for swimming pool care. With a wide range of automatic pool cleaners, environment-friendly water treatment systems and pool safety products the company promises to deliver an exceptional pool experience to residential and commercial swimming pool owners and operators around the world

International campaign in: France, USAMarket: Consultancy

Our idea / approach

Annual process led by the CEO and senior managementA ripple/waterfall process: starting with the senior managers and rippling down throughout the whole company, followed by "feed-backing up" to senior management

Results

• Dissemination of core values throughout the company• Empowerment of managers at all levels and increased employee pride in working at Maytronics• Implemented a value-based decision-making tool  • Cross-company mapping of areas for improvement  • A shared company culture and language across 

Expertise: Branding/Design, Business/Brand Strategy, HR Communication

XEIKONREBRANDING

BBCBELGIUM

Objectives

The original question of Xeikon was to create a label for their new toner. But after a few meetings we planned to rebrand the whole company and its products. The idea was not just a rebranding, but a big shift in reaching target groups: from outbound to inbound marketing. Focus on lead generation via segmented e-mail campaigns, creative SEM, original DMs, new websites, ...

Customer information

Xeikon designs, develops, and delivers web-fed digital color presses for labels and packaging applications, document printing, as well as commercial printing.

Xeikon is a global player and a real challenger. HP is the big player (70% market share) and Xeikon is their only real competitor (20% and growing market share).

Xeikon is a real innovator in digital-printing technology with a very personal touch with their customers. That's their biggest difference with HP.

International campaign in: BelgiumMarket: Consultancy, Corporate identity, Direct Mail, Responsive design, SEA, SEO, Twitter

Our idea / approach

Although they told us they were so different and personal in approach, every aspect of their marketing and communication was the same: corporate, safe, aloof, ... and all channels where based on outbound marketing.

We wanted to turn everything upside down and show their innovation, difference, uniqueness in a way that is different in the traditional world of label, folding carton and document printing.

Every aspect must line together with the true strategic story behind every product and service of the Xeikon brand. Something where Xeikon and its customers would be proud of. Something where prospects must be attracted to.

Results

The results are a truly great coorporation between BBC and Xeikon. Lots of trust, great work and mostly good results.- DM: +250% more subscriptions for Xeikon community- Lead generation: +320% more presubscriptions for Label Expo- Lead nurturing website: + 105% leads

Expertise: Branding/Design, Business/Brand Strategy, Creativity, Events, Interactive Design, Marketing Concepts, Online Marketing & SEO, Programming & App Development, Social Media, Trade Fairs

SAMSUNG ELECTRONICSSAMSUNG LFD

BBCBELGIUM

Objectives

Our Vision 2020 sets forward a transformation from system components to software driven solutions.

Develop a plan how we can set forward the steps to implement corporate guidelines for growth on the product segments LFD and Hospitality TV. Our ambition is to align these hardware products with Samsung’s software/solution approach.

Product Marketing is there to support Sales.

SAMSUNG Large Format Displays

As the market share leader in digital signage, Samsung offers an extensive portfolio of commercial displays and in 2013 introduced the Samsung Smart Signage Platform providing a simpler, more cost-effective digital signage solution for businesses of all sizes. The LFD team focusses on Hospitality Displays, innovative Retail Concepts and Corporate Solutions. 

International campaign in: BelgiumMarket:

Our idea / approach

The Samsung Inspiration Platform

a Platform for corporations and retailers to get insights on LFD features, resellers and cases to let them think about a not so well known branch called 'LFD'

Give ideas how large format displays improve

- communication- sales- image

Results

The Samsung Inspiration Platform was just the beginning of a largely introduced inbound marketing campaign. The IP will be supported by 18 so-called end-user Sales Platforms (sites) and a Hubspot based Performance Platform to track all valuable B2B prospects and visitors. 

Expertise: Branding/Design, Business/Brand Strategy, Creativity, Online Marketing & SEO, Social Media

VODAFONEINSEPARABLE

BASE ONEGREAT BRITAIN

Objectives

Communicate Vodafone’s new capabilities to CIOs and technology leaders and demonstrate the opportunities to innovate and make IT more central to their businesses.

Customer information

When Vodafone acquired one of the UK's largest fixed line communications providers, Cable&Wireless Worldwide, investing over £900 million, it was very big news in the world of technology and communications.

Vodafone became overnight the only company to be able to offer truly integrated fixed and mobile communications.

International campaign in: Great BritainMarket: SEA, SEO

Our idea / approach

The Vodafone Enterprise Brand Team chose Base One to develop the strategy and creative idea to communicate the unique fixed and mobile proposition to CIOs and technology leaders in large corporations. We needed to not only communicate the coming together of Vodafone and Cable&Wireless Worldwide but also why it was great news for CIOs and their businesses

This was the campaign idea that conveyed the message that Vodafone had combined mobile and fixed and that they had become irreversibly connected – along with the benefits to businesses.

Results

In the first week alone Vodafone received short of 100 phone calls directly from CIOs to Vodafone’s CEO.

Expertise: Branding/Design

BRP FINLAND OY6-FEEL DRIVE

RECOMMENDED FINLANDFINLAND

Objectives

Can-Am Outlander 6X6 1000 XT is a revolutionary, purpose-built model for ATV enthusiasts who believe that "Work is Play".

Make the campaign work in every market from Australia to Norway. Launch at the BRP Club Florida to 2500 dealers and BRP executives.

Call to action:

”Try, Trust – Once you have tried it you FEEL it.”

Make us proud!

About BRP

BRP is a world leader in the design, manufacturing, distribution, and marketing of motorized recreational vehicles and powersports engines.

Can-Am Outlander 6X6 1000 XT is BRP´s first 6-wheel ATV and it´s designed in Finland, Rovaniemi. The BRP Finland got the challenge to plan and design the global launch of this new exeptional vehicle.

International campaign in: Finland, Sweden, USAMarket: Consultancy

The Big Idea - 6-FEEL DRIVE

1. Power - Go where you thought was impossible.2. Freedom - Focus on what to do there, not on how to get there.3. Comfort – Enjoy every moment of your ride.4. Confidence – Go to hard-to-reach places with more peace-of-mind and less effort. 5. Versatility – Bring along whatever is needed.6. Modularity– Unique cargo capacity and modularity provides you with simple way to bring along what you want.

Visual approach: Heroic rider with Outlander 6X6 feeling power, freedom, comfort, confidence, versatility and modularity.

Results

The amount of subscriptions in Scandinavian markets exceeded all expectations.YouTube video reached 200 000 views in only 6 months. The positive comments, images and videos have spread like a fire also via other social media channels from the launching day until now.

Expertise: Branding/Design, Creativity, Events, Marketing Concepts, Social Media, Video Production

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