Creative
The client - Rockwool - global leader in insulation
Rockwool is the world’s leading supplier of innovative insulation products and systems based on stone wool, improving the environment and quality of life for millions of people. Rockwool has over 8,800 employees in more than 30 countries catering for customers all over the world.
The challenge - in case of fire
Rockwool was perceived as a traditional producer of insulation materials within the building and construction industry. The main feature of Rockwool’s insulation products is its ability to prevent fire.
In reality, Rockwool’s insulation products are among the best energy-saving construction materials available. Rockwool wanted to draw attention to this fact and create awareness up to and during the COP15 climate meeting.
The solution - bringing energy efficiency home
AdPeople repositioned Rockwool as an energy efficiency brand among its defined target groups to create substantial awareness of the company’s key energy efficiency messages leading up to and during COP15.
The “Stop local warming” campaign focused on drawing attention to one of the most major causes of CO2 emissions, namely poorly insulated buildings, and succeeded in motivating private homeowners to join the fight for a better climate. The campaign was developed for global use.
The client - Copenhagen Airport Tax Free - Scandinavia’s largest Tax Free shop
Copenhagen airport (CPH) is the transfer airport for air traffic between other parts of the world and the many national and regional airports in Scandinavia and the Baltic states. CPH handles around 22 million travellers a year and is Scandinavia’s no.1 airport.
The challenge - creating flow to the Tax Free shop
When AdPeople first began working with CPH Tax Free, the existing marketing strategy relied exclusively on using a price promise to attract travellers to the tax-free shop: “All travellers always save 20% on perfume and cosmetics… guaranteed.
Fortunately, the renovation of the interior of the airport created a natural flow of passengers through the tax-free shopping area. At the same time, new research showed a need to address two objectives: to lead transit passengers to the shop and to keep embarking passengers in the shop longer. The price promise was found to be too weak to deliver on either objective.
The solution - encouragement to visit
With this in mind, AdPeople developed “Wonderland” - a new umbrella concept that encourages travellers to enjoy the pleasures of travel and shopping to the full. At the same time, we have reached out to the price-focused shopper - offering savings of up to 40% for ordering online.
The client - Geranium - A gourmet restaurant
Copenhagen’s Geranium is the flagship restaurant of Bocuse d’Or winner, Chef Rasmus Kofoed. With its trademark marble plate service, the restaurant already understood the importance of creating a unique visual framework for its culinary masterpieces.
The challenge - supporting an exclusive dining experience
Geranium approached AdPeople to design an identity that reflected the quality and exclusivity of the dining experience without overpowering the simplicity and purity of their dishes.
The solution - an experience kit for customers
AdPeople developed all elements of a new visual identity including specially-folded gift cards and goodbye menu card folders, also a mini gift box containing exclusive liquorice bonbons to give to customers when they receive the bill. Of course, we also designed traditional stationary, including different menu cards, envelopes and business cards for consistency in look and feel.
The client - Nycomed - a global pharmaceutical company
Nycomed is a global pharmaceutical company with headquarters in Zurich, Switzerland. The company employs 12,000 associates worldwide and has affiliates in more than 50 countries. Nycomed has a strong presence in Europe and in the emerging markets in Russia, Asia and Latin America.
The challenge - launch in just 4 months
Nycomed asked AdPeople to develop a launch campaign for its new insomnia preparation, Circadin®. Our challenges were two-fold. To position a drug with very specific indications in a competitive and established market and to create a visual identity and communication tools to launch the product in selected European countries in just four months.
The solution - Sleep well, live well
Our solution was based on the simple insight that insomnia is actually a 24/7 issue, and that the real improvement in quality of life is felt during the day rather than during the night.
Deliverables included a concept manual, brand guidelines, monograph, detail aid, product brochures and an international advertising campaign, PR, exhibitions and leave pieces for GPs and patients. We also shot a series of films with key global opinion leaders for use online and internally.
The client - Coloplast - world leader in intimate healthcare
Coloplast develops products and services that make life easier for people with very personal and private medical conditions. Their business includes ostomy care, urology and continence care, also wound and skin care. The company operates globally, employing more than 7,000 people.
The challenge - Mano a mano
Coloplast asked AdPeople to strengthen the perception of the Biatain® family of wound care products, and to create a campaign universe for new Biatain® Silicone.
We discovered that as soon as customers got Biatain® Silicone in their hands and were able to experience its benefits, they become instant believers. The goal of our communication campaign was therefore to get Biatain® Silicone in the customers’ hands.
The solution - A new standard
To achieve this, we designed a communication campaign of pre-launch and launch materials including: promoter, direct mails, ads and brochures in 4 languages, which focused heavily on emotional product benefits.
Biatain Silicone is now perceived as the new standard in the silicone category.
A world without geography
One of the temptations of online communication is to exploit low-volume distribution costs and saturate the market with high-volume messages.
This hit and miss approach usually fails. The focus should not be on volume, but rather on producing contextually relevant elements which influence business and consumer decision processes.
It’s also about understanding the nuances of a global market as, with online strategies less ruled by geography, budgets can be planned globally or regionally and handled by a centralised team. The team monitors which audiences have the best level of engagement per communication spend and where the best efficiency and ROI is being achieved.
Implement rapid changes
A centrally-managed solution with a digital workflow process and asset management system allows communication to move faster. The team can quickly adapt to changes in content and implement rapid changes to formats and media channels. The challenge is to keep ahead of the target group at a price the brand can support.
With these tools, a centrally-controlled process can adapt more effectively to deliver relevant communications to an audience than local agencies, where multiple, repetitive manual processes are too slow and too expensive.
Execution, evaluation and interaction
For many years, AdPeople has provided a proven and sophisticated centralised offline setup for production, activation and delivery. This has been the keystone for the development of our effective online approach, giving us a unique ability to produce globally relevant online elements - and to be effective in scaling and localisation.
Our biggest advantages are our pragmatic approach and proven track record. Anyone can talk about big ideas, but our trusted model is about execution, evaluation and interaction.