ChemistryTM | Creative

Morse

Frontrunner

Viatel

ViewSonic

Rational

Toshiba

Avaya

Demon

JacobsRimell

Microsoft – CRM Training Programme

Microsoft wanted a marketing training programme that fitted with their marketing goals. We helped create the Microsoft Marketing Academy, sourcing training partners, fitting the curriculum to Microsoft’s Marketing Competences, plus developing the Academy proposition, brand and communications. We also deliver the direct marketing and CRM training, running 7 courses across EMEA.

Now a key component of Microsoft’s staff acquisition, retention and development plan globally, the Academy has grown to 43 courses with 96% of UK marketers attending at least one. Marketers from 16 different countries have attended EMEA courses, and average delegate satisfaction scores consistently run over 80%.

Morse – Cool, Calm & Connected

To introduce the coolest new advance in servers, and invite customers to a Morse/Sun product launch, we devised an ice cube tray teaser to highlight both the cooling and space efficiencies of the new range.

The mini fridge follow-up mailings also linked innovatively to the servers’ small footprint and cooling capability.

The outcome was pretty cool, too. Morse received over 230 registrations for the launch event. Recall of the DM amongst Sun customers ran to 90%. And sales opportunities amounted to 22% of targets.

Frontrunner – The .commercial

A young, dynamic IT consultancy, Frontrunner wanted a site that would project their brand values and information, but in a more than ‘just another corporate website’. We did more than improve the speed and ease of navigation.

With ‘passion’ the brand’s core attribute, our solution was a unique concept in web marketing. The ‘.commercial’ is an animated intro that reports the discovery of a ‘passion’ gene – a unique ingredient possessed by individuals brilliant in their field and, naturally, found in high quantities at Frontrunner.

The site has won a number of interactive design awards and commendations.

Viatel – Frank & Earnest

An integrated campaign with high level activity on leading technology websites, the idea would boldly launch Viatel’s VoIP portfolio, offer the brand a memorable personality, and promote their service as much as the products.

Representing good, old-fashioned service values, straight-talking Frank & eager-to-help Earnest showcased Viatel’s advanced IP products with rotating creative executions – using both traditional, response-orientated ad formats and highly imaginative formats such as ILUs and DHTML.

Online creative received a click through rate of 15%, and the campaign was shortlisted in both the Computing and CNET Awards.

ViewSonic – Demand a ViewSonic

Visual display product leader ViewSonic wanted a hard hitting campaign to exploit the link between poor monitors and poor health, extended sick leave and low productivity.

We didn’t hold back. Our integrated campaign starkly highlighted the effects of abuse by bad monitors – immediately increasing awareness of ViewSonic and the business issue, and driving our audience to take action online.

Rational – Rational University Presents...

Software development company [IBM] Rational required a three month, low budget campaign to raise brand awareness, and address the decline in registrations on Rational training courses.

The small budget meant a high impact campaign was imperative if it was to have any significant effect on course attendance and awareness. And we delivered – creating a campaign themed around 1950’s sci-fi movie posters that would have strong appeal amongst the software developer target audience.

Attack of the ads... courses not only returned to capacity within a six week period – they remained full 18 months later.

Toshiba – Driving sales

Toshiba was finding it a challenge to retain their value proposition in a fiercely competitive B2B price-led market.

Demonstrating both heritage and brand strength, whilst delivering an inspiring offer, our creative communicated complex product benefits in a very simple way. And helped to establish Toshiba as the new competition in the marketplace.

Toshiba’s direct business received its highest recorded call volumes, and a massive uplift in sales during the campaign period.

Avaya – Branding and partner portal

To help Avaya partners utilise their brand for increased credibility and profile, we devised joint branding to cover all aspects of the partner programme.

We also delivered marketing support through a cost-effective business partner portal. This clear, easy to navigate website empowers partners to actively participate and invest in the strategy.

The site has become the primary communication tool with partners for Avaya.

3Com – XRN campaign

To successfully launch XRN, 3Com’s revolutionary new LAN core architecture, 3Com’s credibility in the Enterprise market needed to be restored following their withdrawal from the Enterprise market space.

The design solution was the ‘blueprint’ campaign, a visual communications platform that, by its very definition, represents design innovation or a master plan – in this instance a revolutionary way in which to deploy enterprise networks.

The e–blast element received the highest ever response for a 3Com e–mail. A global click through rate of 9.7%, resulted in 7.2% of those targeted signing up for the XRN white paper.

Demon – Demon by name, not nature

In pitching for the Demon advertising account, we highlighted an unusual problem – namely that Demon were publicly using two different visual identities.

On winning, we had just six weeks to address this problem, halt the decline of the consumer brand and launch into the SME market with a new corporate identity.

The new logo was a classic juxtaposition of good and evil – ‘demon by name but not by nature’. The rationale? To maintain the brand’s wicked image so popular with consumers, while portraying a more ‘corporate’ and reliable face for SMEs.

Response to the new brand was exceptional with consumer loyalty measurably restored, and an almost immediate decrease in churn rates.

Getronics – Painless lead generation

Leading ICT provider Getronics wanted to promote a unique automated desktop deployment solution for risk-free migration to Windows XP or Office 2003.

With the challenge to deliver 20 ‘A’ leads in six months, we carried out manual data segmentation and profiling to ensure highly accurate data targeting of senior IT decision makers.

A high impact direct mail piece and e–mail were built around the pain points of a desktop deployment, and the risk–free benefits of using Getronics’ RDX.

The campaign resulted in 31 ‘A’ leads, from which £1.6m of new contacts have been signed in the campaign’s first two months.

JacobsRimell – Brand new look

With little brand consistency and no brand presence, JacobsRimell needed a co-ordinated approach to create a consistent look and feel across all marketing materials, increase awareness and generate responses from e-mail and sponsorship campaigns.

We developed the big picture for an extensive campaign that covered all internal and external collateral, and diagrammatically visualised the functions of this very technical company.

Awareness of JacobsRimell has measurably increased with the consistent new branding across Europe and America.