Advertising campaign for CASAMUNDO
CASAMUNDO, the online specialist in holiday home rental, decided to run the first advertising campaign in the most popular Polish media such as FAKT, Onet.pl, Newsweek, Forbes and others. LEWIS Poland was responsible for preparing catchy slogans and creative content for ads highlighting the benefits of self-catering accommodation. We chose the slogan “You don’t have to… but you can”, where we present the benefits of a holiday home with a pinch of salt: spending all day at the swimming pool, having your breakfast at noon, spending a nice time with your friends or taking your parents-in-law as a great occasion to spend valuable time with your children. For example: You don’t have to have the swimming pool only for yourself, but you can’. We also highlighted the benefits of travelling with CASAMUNDO: value-for-money, simple and safe.
Thinking out of the box with the Expressive Gigaset spot
The content team in Düsseldorf works closely together with Senior Producer Film and New Media Demian Ignatjuk in creating storyboards, slogans, claims, ideas for new videos and campaigns. One of the most recent joint opportunities was find a way to promote the extraordinary design of the Gigaset CL 750 phone in a 60 second commercial. Together we thought of a catchy slogan “Expressive Individuality” and a metaphorical transposition.
In our video, a modern dancer elucidates through her aesthetic movements the elegant design of this Gigaset phone. With this Gigaset film, we were involved with finding a slogan and thinking of ideas of how to show the special design of the phone in a video.
Our biggest success so far: The Gigaset spot was shown during the halftime break of the German Bundesliga top match Schalke against Bayern Munich – in front of 75,000 fans. We are looking forward to developing new ideas, slogans and storylines for three more Gigaset spots and integrated campaigns.
Amplifying Human Potential: LEWIS helps Infosys tell its AI story at Davos
The World Economic Forum event in Davos is a major platform for global business and political leaders. For the second year, LEWIS worked with Infosys to deliver a major research-led content project to support the Infosys presence and events at Davos, secure high level media coverage, provide talking points for key executives and drive traffic to Infosys web properties. This year we focused on insights and debate on artificial intelligence and automation technologies, education and skills.
The content project involved LEWIS commissioning research in seven countries, editing and refining two reports, multiple thought leadership pieces, an infographic and slide shares, talking points, data summaries and the all-important press release. We also developed content to support an AI maturity online benchmarking tool developed by the Pulse team. So far, over 300 pieces of coverage has been secured globally, in titles including Forbes, Wall Street Journal, Business Insider, London Evening Standard, Computer Weekly, ABC TV (Australia), ZDNet (Australia), The Economic Times, Diginomica and Handelsblatt. This is a 35 per cent increase on the previous year.
The research and original collateral LEWIS created continues to serve as a source for follow-on content projects, media coverage and commentary opportunities, as well as for visual communications opportunities.
EMPLOYERS AND EMPLOYEES – ARE BOTH SIDES CHOOSING THE SAME SKILLS PRIORITIES?
AMPLIFYING HUMAN POTENTIAL (a CEO Report)
AMPLIFYING HUMAN POTENTIAL
Losing your memory
The Italian LEWS content team created a consumer campaign for our long held client Kingston Technology - leader in manufacturing of memories - in order to reinforce the brand increasing the visibility in lifestyle and general interest media.
The idea was to creatively use the words “losing memory” to create a campaign that could be easily linked to Kingston core business (memory) and could be spread to a wider audience exploiting a broader message: technology really changes our life, facilitating and speeding up many of our daily operations, but it also can make us lazy.
With the “I’ve lost my memory” campaign, Kingston Technology analized how technology is replacing our memory capabilities. First of all, LEWIS conducted an online survey with questions about the use of the most popular tech gadget/app/tool of our daily life. The most interesting findings has been used to draft a press release and, in order to make the message more visual, to create a funny infographics.
While collecting data through the survey, a funny vox pop video was recorded asking point-black questions and testing people's memories. Many website posted it enriching the news!
To make the survey more appealing, we involved an expert of memory trainings, who represents an authoritative voice talking about this topic and commenting the survey.
The campaign generated over 50 pieces of coverage on targeted titles, including La Stampa, MarieClaire, Donna Moderna, Wired, ADNKronos and Affaritaliani. Over 60 people (journalists and influencers) attended the “I’ve lost my memory” party, received the press kit called “The Memory Box” that included: “I’ve lost my memory” Kingston branded energetic drink, the Kingston energizing infusion, Kingston USB stick containing press kit and some gadgets.
LEWIS launches Writing workshops
We partnered with CMIT (IT Communication and Marketing Directors Club) and Digital CMO journalist Pascal Boiron to deliver a training session in December 2016 on how to write for the press. We were selected for our ability to ghostwrite byline articles very effectively for high level media (See an example here of a byline written on behalf of Software AG, published in Tier 1 business daily Les Echos).
Following the success of this session, both in terms of positive feedback and attendance, LEWIS France is now launching its own Writing sessions for professionals. The first one will take place in April 10th at LEWIS Paris. We have just published a post on our Blog to promote it and will also issue a press release.
Writing a novel to evangelise the future of software architecture
Most CIOs are starting to realise that, in order to keep up with demand, the future of their IT should look like that of Facebook, Google and Spotify; extremely flexible and scalable. Very few IT managers, however, understand what that is and how it can work for them. Info Support and LEWIS took this challenge and questioned ‘traditional’ tactics like whitepapers, case studies, seminars, blog posts and newsletters. Instead they took the lead in evangelising web-scale architecture by illustrating the concept in a novel: a traveling journal featuring two CIOs. An actual book that grabbed the attention of CIOs and IT managers from page one.
In the novel Flight WS7102, two CIOs meet on the flight to a convention. One just battled serious issues with the availability of his current IT systems - issues so serious that his organisation headlined in a major national newspaper. The other CIO had been in the same situation some time before that, but went through a transition with his IT department and implemented a web-scale architecture. Throughout their journey the two protagonists discuss every aspect of web-scale architecture and the issues it solves.
View the full version of the book here.
Newsletters for Braun and Kenwood
Braun, famous for it’s kitchen and household appliances, asked LEWIS Belgium to help them with their newsletters. Since a couple of months we do the writing and distribution of the Braun newsletters that go out to all their customers that subscribed for the newsletter. The newsletter is very consumer focused and always a nice mix of product news as well as fun recipes or practical tips. We always analyse the results of the newsletter so we can fit the content better to the clients needs.
The Braun newsletters are an excellent way to showcase our content and marketing skills and it sure pays off because it looks like we’ll be taking care of the Kenwood newsletter as well in the near future.
Blog: The Art Of Hearing Well
Amplifon (a hearing care provider) had the desire to reach its target audience (+55 years) through digital platforms and get younger people (35-54 years) to get to know the brand.
LEWIS created the blog “Arte de Bem Ouvir” (The Art Of Hearing Well); an informative/awareness platform, where health and lifestyle content is shared. This generated not only 5,000+ website visits and 6,800 pageviews visits in one year, but also an increase of 5,372 fans on Amplifon’s social media channels, which equals (a growth percentage of 71%).