www.art-home-electrolux.com/en/
The Relationship
In November 2008, following a two month pitch process, an exhausted and elated LBi team became digital and Customer Relationship Management (CRM) agency of record for the appliances giant across the whole of Europe. Winning the business involved CEO Ewen Sturgeon surfing down stairs on an ironing board, our brethren in Copenhagen sleeping rough in the office for weeks, and our Chief Creative Officer Chris Clarke almost missing the birth of his daughter. Isla Electrolux Clarke is doing well, and so is our relationship as we work with our clients to move from a reliance on broadcast to more narrowcast and experiential communications.
The Work
Behind the scenes we're engineering an innovative CRM platform designed to help Electrolux engage in the social web by managing thousands of consumer conversations. In the meantime we've also been working with Electrolux in France and events specialist Vaudoo to bring to life an amazing confluence of art, architecture, and food at the Palais De Tokyo. A dining experience like no other brings the brand to life, whilst social media activities and a dynamic site take the experience out to the web at large. For us, this is a Believable Brand at work. Not talking about the lifestyle attributes of the product, but delivering them for real.
The Outcome
One of our most diverse client engagements where all aspects of our full-service offering come together. What other agency can crack a big marketing idea and build a bespoke booking engine in three weeks? The Palais de Tokyo project is ongoing, but has already delivered incredible reach in France through social media and PR activity.
The Palais De Tokyo site has also been critically acclaimed by our peers as a great piece of design:
Tags: analytics, branding, client, comms, eCRM, electrolux, email marketing, ePr, media, web
Something old, something new…
To launch Oxfam DIY, the organisation’s new online fashion resource, LBi has created an unique fashion competition with star stylist Mrs. Jones.
Entrants are invited to use materials from their own wardrobe or an Oxfam store and submit a photo of their customized item, modeled by themselves or a friend, to the competition page on Flickr. These entries will then be judged by Mrs Jones herself.
The winning designer will have a one-of-a-kind item created especially for them by Mrs Jones. The top five shortlisted designs will also be featured on the Oxfam DIY website.
Fee Doran, aka Mrs Jones, is famed for her pop star creations, which include Kylie’s ‘Can’t Get You Out Of My Head’ white hooded catsuit and styling for The Killers. Proving just what you can do with Oxfam’s second-hand clothing, Mrs Jones recently styled a photo shoot featuring “real” people modeling unique looks created entirely using garments from Oxfam’s recycling facility, Wastesaver.
Mrs Jones says: “Seeing as I’ve always shopped in Oxfam, creating Oxfam DIY was the perfect opportunity to give something back. It’s a rare feeling in fashion to be doing something ethical, sustainable and worthwhile. We’ve taken a look at people’s attitudes to fashion and consumption, and are giving them the materials, ideas and confidence to create their own looks via Oxfam DIY.”
Sarah Farquhar, Oxfam Head of Retail, says: “Oxfam DIY is about giving people the chance to express their own unique personalities through design. Our range of second-hand clothing offers a wealth of possibilities for creative minds, and this competition will give aspiring designers the chance to have their work seen by one of the best stylists working today.”
Unique dining experience with ELECTROLUX
LBi launches a unique dining experience for ELECTROLUX
Electrolux have launched an unique dinning experience at the Palais de Tokyo in Paris, combining art with food. Guest will be able to host dinner parties of up to 12 people, catered for by their resident chef. Opening June 5th, Art Home will run for 12 months and also offer people the opportunity to express themselves at a cookery school below the restaurant, with views of the Eiffel Tower. http://www.art-home-electrolux.com/
Everyone is invited to dine at the Palais de Tokyo although it is expected to quickly become a celeb spot. All bookings will be conducted via the website which has been developed by LBi. Electrolux will also be auctioning some of the tickets via the website to the highest bidders, with the revenues going to charity.
French event agency Vaudoo created the partnership between the Palais de Tokyo and Electrolux. LBi and Vaudoo then teamed up to position Electrolux as a brand that enables consumers to express themselves through the Art Home concept. LBi were responsible for the strategy, user experience, design, ePR, CRM, digital media, mobile and social media elements. This ambitious concept marks a continuing trend for brands to create genuine believable consumer experiences in place of advertising.
Tom Poynter, Client Partner at LBi said “this is a fantastic example of where LBi wishes to engage with brands that embrace digital and have a vision that is aligned with our proposition of “Building Believable Brands” online.”
Tags: branded experience, CRM, eCRM, electrolux, ePr, event, Palais de Tokyo
LBi launches social movement for Refugee Week
The British Red Cross are asking people to pledge their support to refugees by collectively ‘changing their online status’ across all social networks, instant messenger and email during Refugee Week, 15th-21st June.
This is the first time that a charity has created an online movement to pledge support and tackle discrimination via online profiles.
Refugees arriving in the UK are often labeled as a group, saddled with the same “refugee” label and not seen as individuals. To highlight this issue, the British Red Cross are asking us to sacrifice our online identity by ‘changing our online status profile’ to the one uniform “label”, to communicate the message of “looking beyond the label”.
LBi have created a film and an innovative social media toolkit to make sharing this message and changing online profiles easy, compulsive, fun and impactful.
The campaign kicks off with a teaser film presented by Desperate Housewives star, Dougray Scott. LBi and Agenda Collective created this viral film to broadcast the stories of refugees who have been helped by, and are now helping, the British Red Cross. The film will be released on 26th May at www.lookbeyondthelabel.org <http://www.lookbeyondthelabel.org>. This will be run in conjunction with an email marketing campaign calling everyone to ‘change your online status’.
The social media toolkit will include a range of ways to change your status tailored to each of the major social networking and communication platforms including; profile pictures, instant messenger avatars, Twitter hashtag set ups, a bebo skin, icons, blog badges and email signatures. People can respond via Facebook, twitter, MSN, Yahoo! , bebo, blogs and email and share this message with everyone across all social networks and video sharing sites.
Dorothea Arndt, British Red Cross Head of Digital Media, said “Following the success of our digital campaigns last year, we have substantially increased our investment in online, and social media is now a key focus for this year’s Refugee Week campaign.”
The campaign will be the first designed to leverage the online youth supporter programme, Red Recruits, developed earlier this year by LBi for the British Red Cross. The Red Recruits will play a crucial role in using their social networks to spread the message amongst their peers.
The multi-media aspects of the campaign will be supported with a poll of public attitudes towards refugees, seeking to debunk negative connotations around those who seek sanctuary in the UK, to be targeted at print media, and Refugee Week events at Red Cross centres around the country.
www.redcross.org.uk
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