Logitech® UC for real people
Exhibiting at the Unified Communications Expo
Objective:
Logitech is shaping The New Office, and what better way to showcase its new UC Solutions than to have an exhibitor stand at the Unified Communications Expo.
Solution:
BrocklebankPenn designed an exhibition stand that would be engaging to attendees and showcase key product categories such as Tablet Accessories, Communications and Productivity. BrocklebankPenn managed a two-day event from start to finish, with a well-thought-out stand providing practical demos, competition giveaways and even little UC cup cakes; the event was a huge success.
Results:
The success of the event was measured in leads generated at the event, with a significant increase YOY.
Logitech® Washable Keyboard
Global Product Launch – Logitech Washable Keyboard
Objective:
BrocklebankPenn won the project to launch this first product in a brand new category globally.
Solution:
The launch required a creative concept which would work seamlessly across all regions. We developed the master creative idea and style to illustrate the keyboard in action and produced it across various executions. We undertook all aspects of the concept production, from art direction of the photo shoot to artworking files for use in all channels and media.
Our aim was to deliver a creative idea with which the audience could identify and engage via a comprehensive set of assets which Logitech and its partners can deploy as required.
Results:
The product launched with significant fanfare, gaining immediate visibility in technology news sites and across social media, with over 15,000 social mentions and 1,000 news stories in the first month after launch. Our creative concept is now appearing on-and offline across the world.
Servis
A brand with heritage
Vestel acquired Servis to provide them with their first open market brand, and they commissioned BrocklebankPenn to relaunch Servis back into the UK market.
Objective
Define, build and launch the Servis brand back into the UK consumer marketplace.
Solution
A clear market position was defined following in-depth market analysis coupled with extensive consumer research, which provided the background for our proposed Efficiency by Design platform.
This platform delivered the foundations for the go-to-market strategy, focusing around the need to emphasise real-world benefits to the consumer.
Delivery of a full brand collateral programme was completed before rollout of a digital campaign and extensive PR to support the brand at launch, while the new website and mobile site served as the hub for the engagement of the Servis brand.
Results
Brand foundations in place, Servis relaunched in the UK with category rollout continuing throughout 2012.
Launch success was measured by brand search recognition, site engagement and delivery of sales leads to retail partners.
Tech21
Major brand launch
Impactology™, the science in protection, is introduced by Tech21 with a branding campaign covering online, retail and trade.
Objective
Tech21, a global leader in supplying highly innovative, impact-resistant cases for mobile devices such as phones, tablets and laptops, wanted to carry out a major brand launch in the UK, US, Canada and Europe.
Solution
“Impactology, the science in protection” is a concept developed by BrocklebankPenn and now trademarked by Tech21. The concept is the core theme running throughout the creative campaign covering digital consumer advertising, product packaging and a new e‑commerce website. We will also be driving a social media campaign, including videos of Impactology in action and demonstrating the key benefits of the product.
Results
Impactology has been an enormous success and now features across the new product range available on tech21.uk.com and from global retailers including Apple, T-Mobile and Best Buy.
Jason Roberts, CEO and Founder of Tech21, commented, “We were looking for an agency that could help us develop a strategy to take the Tech21 brand forward into both new market segments and new geographic markets. BrocklebankPenn has helped us to research the market, identify the key elements that make our offering compelling, and provide a unique position for our products with Impactology. We are passionate about our products and wanted this to shine through in our marketing, advertising and promotional campaigns. BrocklebankPenn has been instrumental in helping us to achieve this.”
FreeFlow
FreeFlow drives international business expansion with rebrand and new marketing strategy devised by BrocklebankPenn
Objective
BrocklebankPenn were appointed by FreeFlow, a leading provider of market solutions for surplus consumer electronics, to rebrand their business and introduce a totally new marketing ethos that will attract a greater number of high value brands and buyers for its products and services.
Solution
To conduct thorough research and planning into FreeFlow’s market positioning and brand image and re-align the company’s core marketing activities accordingly.
Results
From an initial review of FreeFlow’s digital communications activities and website, BrocklebankPenn identified the requirement for a brand refresh and extensive, grass roots marketing campaign. The subsequent complete marketing overhaul will totally revolutionise the way the company interacts with its growing buyer and seller communities around the world.
Alan Scroope, CEO of FreeFlow, concluded, “Brocklebankpenn understand our business and have delivered on their commitments as the results show. By working with BrocklebankPenn to deliver a finely targeted, truly integrated marketing campaign, we are confident we can capture the right new clients that will accelerate our growth and elevate our status as the premier, global provider of market solutions for surplus consumer electronics – and increasingly – mobile devices.”
- Alan Scroope, CEO of FreeFlow
Logitech Harmony Link
Impactful product launch in a competitive market
All the brands we work for are under pressure to give their customers the content they want in a format they’re happy with.
In the case of a product designed to bring multiple technologies together and make life easier, what better way than a sleek and sophisticated video that conveys the product benefits in one minute?
Logitech Harmony Link is a tablet accessory that turns an iPad or smartphone into a complete universal remote, giving users one-touch control of their home entertainment systems.
With the explosion of products in this market, we wanted to position Logitech at the forefront of this technological battlefield while also getting across the simplicity and ease of use of their innovations.
Without seeding, the video received over 50,000 views during the first four days and Harmony Link was featured in several consumer technology blogs. There is a big demand for products that simplify consumers’ lives and Logitech is successfully tapping into that market.
Emirates NBD
Creating a billion-dollar banking brand
Successfully rebranding the biggest bank in the Middle East resulted in numerous awards for our client, including Asia’s Best Brand at the 2011 CMO Asia Awards for Excellence in Branding and Marketing. Valued at $1.2 billion, Emirates NBD has also taken the top spot as the most valuable banking brand in the Middle East.
Bringing together a newly merged organisation
The merger of Emirates Bank International and the National Bank of Dubai created the biggest banking conglomerate in the Middle East. To unify the organisation and bring it into the global banking arena, BrocklebankPenn created a completely new brand for the company. Every aspect of the brand had to be considered to deliver an integrated experience across all channels.
From local company to global brand
Our initial research showed that customers would welcome a bank with global ambition that still resonated with local needs and values. Combining research findings with the heritage of both banks - each a major institution in its own right - we created a new name, Emirates NBD, and a brand concept that would translate well across national boundaries, not only in the Middle East, but also in Europe, Asia and the Americas.
Reaching the number one spot
The research and planning phase led up to a year-long launch campaign and brand roll-out, where everything from the corporate website to the ATM slips was reimagined and redesigned. The messaging in every channel was fine-tuned to keep it consistent with the new organisation’s overall goals and values. Following the launch, Emirates NBD was voted number one banking brand in the Middle East by The Banker magazine in 2010. After only four years, the brand is now valued at $1.2 billion.
“What BrocklebankPenn has achieved is truly groundbreaking, the first corporate identity project of its kind in the Middle East. Being recognised as the most valuable banking brand in the Middle East is a remarkable milestone. It will undoubtedly increase our shareholder value and open up the path to success in international markets: exactly where we want to be."
Rick Pudner, CEO Emirates NBD