During a packed week of activity, the Cystic Fibrosis Trust focus on engaging and activating their community of supporters, culminating in ‘Wear Yellow Day’ which is a key event in their fundraising calendar.
Landscape were approached to create the campaign for ‘CF Week’, from the initial promotion through to the events and then further activity during the summer months. We created a series of mascots that united all the marketing, applying them to a range of collateral including a fundraising pack, direct mail action pack, an interactive timeline, web and media banners. We also produced a widget whereby supporters could add yellow accessories to their uploaded photographs if they didn’t have anything yellow to wear.
The campaign was highly successful – predicted Wear Yellow income has more than doubled with a combined reach of over 300,000 across Facebook, Twitter and Instagram. Individual donations increased by over 20%.
Richardson Eyres needed a campaign to communicate their RE Cloud Service on a B2B level. The challenge was to demonstrate the benefits of their technical services whilst appealing to the purchase decision makers in their targeted customer base. Landscape conceived and created Data Dave, an unfortunate pixel who encounters all manner of bad luck.
To launch the campaign we created the animation ‘The Unfortunate Demise & Rebirth of Data Dave’. The emphasis had to be on Data Dave’s vulnerability and his need for the protection that Richardson Eyres’ services provide. We created a cute and lovable character so that people would immediately feel an affinity for him, making his subsequent, and sometimes brutal, deaths all the more shocking and therefore humourous. Forever restored to his former glory by RE Cloud Backup as a Service, the animation playfully demonstrates the benefits of their services whilst simultaneously making people laugh.
Landscape were asked to create a Health and Safety campaign and supporting marketing materials for Actelion, a company based in Basel, Switzerland. The campaign needed to accurately represent the brand but also have its own distinctive identity.
We achieved this by creating a ‘Health + Safety’ brandmark and called the campaign ‘Your health, your safety’ to drive home the message that everyone should take responsibility for their own well being. Then using Actelion’s distinctive gradients and abstract graphics we created unique patterns and shapes to frame all the required elements, resulting in elegant and distinctive posters, pull-ups, flyers and banners. Each event has had a marked increase in attendance and been crucial in raising awareness of health and safety, a critical focus for the pharmaceutical industry.
Over the past five years, Nationwide has undergone a series of operational changes which effected how employees work and the services they offer to their customers. In order to educate the employees about these changes and generate a positive outlook, Landscape created an animation which not only clarified what the changes actually were, but emphasised how the transformation simplified the lives of both the employees and the customers. The animation was launched at a company event, alongside additional assets which included a printed desk drop and poster.
Hymans Robertson required a clear proposition for pension fund Trustees. They know that the way in which they work with their clients is what really sets them apart where competitors are sales-focussed and heavily influenced by the needs of shareholders. We developed ‘Trustee Tales’, a campaign that leveraged the strength and length of their client relationships. We interviewed a selection of key trustees and wrote and animated a series of short stories that combined their business challenges with personal anecdotes. These were distributed through social media and as a targeted direct marketing campaign. We also produced the concepts for their event stand at NAPF, and other key pieces of collateral.
Zurich were undertaking a group initiative based around job profiles and training that needed to be communicated to all employees in 170 countries and in seven languages. We created a behavioural journey for employees helping them understand the new competency model, and focusing on Awareness and Desire in the initial phases. The communications strategy used digital touchpoints to provide straight forward KPIs, and to fulfil Zurich’s environmental responsibilities.
Research by Hymans Robertson found that two thirds of employers believe that almost half of their workforce are not saving enough to retire when they would like. In response, Hymans Robertson launched Guided Outcomes (GO) – a pensions solution that guides employees to make the right decisions on building their retirement savings pot. We created Mr Feel Good to illustrate how GO could make pension trustees ‘feel good’ about pensions. It was launched with a microsite, animated films, advertising and social media. Post launch activity included targeted direct marketing, events, further PR and thought leadership initiatives.
Swiss pharmaceutical company Actelion had grown rapidly due to their development of market leading hypertension drugs, and needed to explain the business strategy to their 2,500 employees. We used language to emotionally connect employees to the business through our ‘Shaping Our Future’ campaign. This was then applied to a web app that calculated an employee’s learning style, and then served up the strategy content in the most relevant format – either a film, podcast, interactive PDF or white paper.
Zurich approached Landscape to help articulate the business strategy of their Global Corporate business to Zurich employees. At the time, it was a wordy and unengaging PowerPoint slide. We picked out the key messages to create a ‘Trinity’ graphic icon that was then used across posters, interactive banners and deskdrops. We also created environmental graphics for pillars within the head-office so that it looked like the strategy was so ensconced within Zurich it was part of the construction of the building itself.
In partnership with Willis Towers Watson Landscape were asked to create a personalised journey for DHL employees where their final destination is dependant on answers to questions on their approach and attitudes to pensions.
To do this, they choose a virtual mini-me that drives through the tool. On the journey, they are asked four questions, and interact with colleagues/friends who offer advice on the value of pension planning.
AXA wanted to position their new commercial insurance segment and communicate this to targeted broker CEOs and senior management.
We developed a ‘Go Beyond’ proposition and engagement plan that clearly positioned AXA within the broker landscape and communicated AXA’s commitment to this segment. This was delivered through bespoke iPads and iTouchs, with pre-loaded, personalised films, supported by other personalised launch collateral.
Following feedback from their annual survey, Equiniti invested significant funds into building an online tool for employee share plans. They therefore needed to communicate the benfits to both their existing clients and prospects. We proposed a viral film that be featured on Equiniti’s website, and distributed through social media. We also created a fact sheet and sent out personalised emails through our eBroadcast system.