ePr
The Relationship
LBi and BT have worked together for more than eight years now, with engagements covering every possible digital channel and interaction. From designing BT.com, one of Europe's largest e-commerce channels, via helping BT evolve its brand in the rich application space, right up to building the unique social commerce platform that is Tradespace, LBi remains BT's most significant and trusted partner in the digital space.
The Work
Today, LBi is proud to work with BT as their retained Digital Agency of Record across Consumer, Business and Tradespace divisions. In the last 12 months alone, we've delivered against more than a hundred individual briefs, with the following key project milestones reached:
* A complete re-launch of BT.com for Consumer, delivering an entirely new design and experience over a legacy Customer Management System (CMS), to keep costs and change management to a minimum
* Re-design of BT Business on a new CMS platform
* New magazine site On Vision for BT Vision, a defining moment for BT.com in making it a content destination as well as a sales channel
* Re-design of the Your Account areas for consumers, offering enhanced functionality and improved features for billing and account management
* Rich application development and prototypes for BT's Global Financial Services division, aimed at the trading marketplace
* Integration of 'BT Family' from the ATL campaigns with BT.com for the first time
* Re-development of BT's social commerce platform Tradespace: an end-to-end re-design and development programme for this unique SME community (launch autumn 2009)
Together, we have designed ways of working that offer BT the flexibility and agility they need to get rapid and continual changes launched online faster than ever before. Coupled with a measurement and Key Performance Indicator (KPI) framework involving our analyst experts, we have underpinned the evolution of the site with a robust 'test and learn' strategy to deliver continual improvements in sales and performance.
The Outcome
Throughout the work, LBi has been talking to BT's customers and prospects to help hone the designs and content. This customer insight has created the most successful online experiences, delivering huge impacts in sales conversions. By way of example, the re-launch of BT.com has resulted in a 100% uplift in sales of BT Vision. Package sales achieved a 41% increase, Calls and Lines conversion doubled ,and sales conversion on Broadband rose by a third.
Tags: agile, analytics, branding, BT, client, community, corporate, design, ecommerce, ePr, featured, portal, retail, rich media, SEO, SMO, social, strategy, tech, transactional
It started with surfing
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
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