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
A war on files
I’ve just got back from C&binet forum, a government organised conference bringing the creative industries together to discuss the challenges and opportunities outlined in this year’s Digital Britain report. It was by and large a worthwhile event, and as always much of the value was in meeting talented people from all corners of the creative industry. On the downside, the debate in the main hall focussed way too much on ways of preserving outdated business models in the face of web enabled copyright infringement and not enough on ideas and business models which exploit the new realities.
Lord Mandelson announced this morning after keeping us waiting for a suitably rock n roll period of time that the government’s bright idea to combat file sharing is to send letters on a three strikes basis. What then happens isn’t clear, but I can’t help feeling it won’t work. Clearly the government has to be seen to do something, but I can’t help feeling this will drive the behaviour underground via encryption. Yesterday I asked Sion Simon if the government has an appetite for a war on files alongside the clearly very effective one raging on drugs. It seems they have. To be fair the announcement did hint at help for businesses offering credible alternatives to illegal downloads, but in true New Labour style there didn’t seem to be any clarity over what that will be. More positive was a commitment to fixing the UK’s arcane copyright laws, making it easier for artists to clear rights for the production of new work. As David Lammy said yesterday in his well informed speech, quoting Picasso; “good artists borrow, great artists steal.” So we look forward to the possibility of legislation which will enable a legitimate future for sampling, mashups and other digitally driven forms of creativity.
Tags: c&binet, copyright, government, UK, web
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