#Act4work: change the future [Actiris - Brussels public service for recruitment]

THE CHALLENGE

Actiris wanted to promote its services to a difficult target audience: young Brussels-based jobseekers from 18-25.
These people begin their working lives but often reject help from professional institutions.

THE APPROACH

Emakina used the voices of two prominent figures with a lot of street cred in their (sub)culture,
graffiti artist Steve Locatelli and rapper V.I.K., to talk about Actiris.
Their message to seek a better future would not come across as condescending.

TWO PHASES

The campaign was called #Act4Work rather than Actiris.

First, Steve Locatelli created huge black-and-white banners using spray paint, with a sweeping panorama of Brussels
and only the words << No work, no future >> on the horizon.
These banners were posted up across the region, supported by videos, Facebook pages and other online promotion.

A few days later, the first image was replaced by a version in colour, where the dark message became
<< Lets change things >> (written in both French and Flemish).
We then released a video of Steve Locatelli making the two images,
accompanied by the music of rapper V.I.K, on digital platforms including Spotify, Skynet, YouTube and Facebook.

MULTIPLE CHANNELS

Act4Work combined multiple channels that created the best connections with the target audience:

1° Below-the-line: POS, display and folder
2° Event: young people with a positive experience with Actiris met with other job seekers, demonstrating that using Actiris can actually lead to a job or paid internship.
3° Mobile site: a clear and to the point platform to encourage people to contact Actiris or ask a consultant to contact them.
4° Above-the-line: posters/digital displays in bus shelters, mobile displays
5° Digital bannering and videos
6° Social media: Facebook, Instagram, YouTube (plus a workshop at Actiris to optimise content and conversation)
7° Freephone number or SMS: a quick way to ask Actiris to contacted you.

TOP RESULTS

+ 264.177 people watched the video (all the way through)
+ 1.147.299 people saw the banner adverts
+ 167.763 people clicked on the website Act4Work

The campaign won several Belgian and international awards (like the Digital Marketing Award, W3 Award).

Grégor Chapelle, General manager of Actiris:

Job seekers often feel hopeless about their job search.
We also find that many young people cannot see any reason to register with Actiris,
because of the removal of [unemployment] benefits.
This Act4Work campaign aims to show them that there are solutions and services which exist to support them in finding employment.

Bringing a digital spark to a Motorparts giant [Federal Mogul]

THE CHALLENGE

The Detroit-based motor parts multinational Federal Mogul needed new top websites to introduce its 5 brands.
Emakina had 9 months to deliver the work in 12 countries, working with 5 partner agencies and complex data.
Our experts joined the Federal-Mogul Motorparts EMEA digital team to bring to life 59 websites in 10 languages for Europe and the Middle East.

FIVE TOP BRANDS

The Federal Mogul brands include...

Ferodo® braking technology
MOOG® chassis components
Champion® spark plugs, filters and wipers
Jurid® brake parts
Federal-Mogul Motorparts, the umbrella for a broad range of products

EMAKINA COORDINATED ALL EXPERT TEAMS

Emakina was responsible for content management, to make the brand experience consistent across all countries and communicate with the modern customer.
The sites needed to be easy to update, with responsive design adapting to desktop, tablet and smartphone browsing
and a fresh, easy-to-use feel. Using material from other agencies, Emakina designed a site map, created content, made the local websites... and turned on the switch to bring it all to life.

TOP RESULT

Less than a year later to Federal-Mogul Motorparts great delight, the websites were launched The sites are easy to update and serve a multitude of modern customers across the globe.

Federal-Mogul Motorparts might have been founded in 1899 but, thanks to this project with Emakina it is bang up to date - with a series of websites that are more than the sum of their parts.

Launch campaign for the Ateca the first SEAT SUV. [SEAT]

THE CHALLENGE

SEAT recently launched the campaign for its first SUV, the SEAT Ateca.

We organized a competition to win a one-day road trip with the SEAT Ateca.
But to create a successful campaign, we also defined & optimized the data provided by participants and winners.

MEETING PROSPECTS, COLLECTING DATA

Our strategy was based on content that is super relevant to the users, ensuring a good brand perception for SEAT.
The campaign has 3 phases: pre-launch, launch and post-launch.Our CRM strategy team created a personalized CRM flow that tapped into the customers historical interests.

To reach them, we offered grocery shoppers a test drive and encouraged them to take part in our contest.
This way we collected very detailed prospect data to work with.

The contacts with the best answer were offered a one-day road trip aboard the SEAT Ateca.
To take part to this contest, customers simply had to fill in a digital form we created.

COMPLEX CRM MADE EASY

The dealers events and subsidiary questions were quite complex to handle.
Why? Each dealer had different events at different dates, spread over several months. And the list of dealers and the dates changed during the campaign.
No problem, our system handled all updates!

Emakinas CRM strategy team imagined a personalized CRM flow to support the contest. Each content block of each email was based on previous customers interests. This lead to very personalized emails, the main strength of this project. The relevance of this content was key to keep the public interested, also after the contest.

TOP RESULTS

We exceeded all expectations, and the client sold (a lot) more cars than hoped in a short period.

-> 5.148 contacts registered for the contest to win a one-day road trip with the Ateca.
-> 1.075 contacts registered for the contest to win a one-day road trip with the Ateca.
-> 1.304 participants subscribed to the SEAT newsletter.
-> 2.547 drivers tried the Ateca during the events.

On Your Wrist’ AR project [Jaeger-LeCoultre]

AN INNOVATIVE AR EXPERIENCE

With the groundbreaking ‘On Your Wrist’ AR project, Jaeger-LeCoultre revealed its latest designs

at the 2017 exclusive Geneva international watch trade show, before they had even been manufactured.
 
Visitors to the stand could ‘try on’ all virtual watches on their wrist, fresh from the industrial design office:
they received a paper bracelet embossed with the brand logo and elegant patterns.
When placed under one of the tablet booths, the 3D image of the watch of their choice magically appeared on their wrist

Emakina’s teams in Switzerland and Belgium joined forces to design and create this innovative
AR experience for Jaeger LeCoultre.

BEST OF WEB AWARD

 The Best of Web Award gave the team the 2017 Innovation Award. In their report the Award jury stated:

This successful project proves its value in the market and testifies to the desire to link physical and digital,
to bring an exciting new experience to the users.
The application optimizes customization possibilities, giving customers the opportunity
to see themselves wearing these watch masterpieces in virtual reality, and dream about their next acquisition.

Q2 #untaggable [Audi]

THE CHALLENGE

Audi asked Emakina to develop a Q2 launch campaign that would take into consideration their content and technical environment.

The campaign had to excite a new segment - young urbans - about the brand new Q2
Targeting this audience meant we had to create a specifically Belgian concept with a fresh tone of voice.

OUR APPROACH

We gave our own spin to the HQ #untaggable concept.
A slick mobile-first campaing, website and emails perfectly embodied the model: edgy, innovative and in-your-face.

In line with the message, we introduced perfect role model Belgians who excel in their respective domains.

The #untaggable Q2 ambassadors were delightfully top-notch:

#food, with top chef Hendrick Dierendonck,
#sport with Nafissatou Thiam,
#art with Denis Meyers.

Winners of the contest took the Audi Q2 for a test ride with these Belgian personalities.
Each road-trip was a one-day journey focusing on the personalities domains of predilection.
The winners got a taste of their favorite activities while cruising around in the Audi Q2.

The mini-website alongside the general audi.be website strengthened the message.
And several emailing waves directly linked to prospects specific interests.

TOP RESULTS

We successfully combined fun events with local celebrities, a mini-website and a complex CRM flow.
We timed all the the tools involved to ensure a perfectly connected user journey
linking other channels such as sales, events, commercials going live, etc.

The whole project was fluently managed in weeks, quickly, efficiently,
and with a dynamic attitude that matches the Audi Q2 and its target group.

Relight my fire Facebook & Video [BIC]

A CLEAR AND SIMPLE BRIEFING

BIC Lighters had a simple challenge for Emakina: inject some sparks into the Facebook My Bic Lighter page
So ... we were really determined to make the BIC name stick. Ready, Aim, Fire!

OUR APPROACH

Our team focused on increased user engagement with 18-35 year olds on the My Bic Lighter Facebook page.
How? We associated the lighters with something much more combustible: pop culture.

We BICALIZED everything, from public holidays to movies and pop artist, injecting the name Bic in fun ways,
adding loads of colorful lighter designs, from Brad BIC, over Flames Bond, to Arnold Swatz-a-Lighter. To draw peoples attention to our fun designs we created hashtags such as
#BICcollection, #BICquality and #LightUpConnections, used as a common thread in the Facebook posts.

We also invited Facebook fans to come up with their own fiery pun to BICalize their own names (Feu-lippe and Flam-élie)
or cultural events. Another running joke was an allusion to the fact that lighters often travel from hand to hand
(and from pocket to pocket), be it intentionally or by accident.
This is embodied by the #LightUpConnections concept.

A CONSTANT EFFORT

Emakina created 20 posts per month on the My Bic Lighter Facebook page and managed its community,
responding with a lighthearted but in your face tone of voice.
We created English and French-language puns, mocked up lighter designs to illustrate jokes and encouraged fans to respond.
Posts were translated into Spanish and German, and then BIC began using this content in other languages as well.

We invited visitors to vote for their favourite lighter from previous BIC special editions,
promising that BIC would relaunch the six with the most likes.

GREAT IMPACT

The community was eager to share!
Posts got up to 1885 comments, more than 1,000 shares and 20,000+ likes.

For an investment of €13,434 - only slightly more than Bic monthly spend for community management -
Bics new image really caught the popular imagination.
In just two months, the campaign reached 950,000 people in one single post, 90,000 likes and 10,000 new fans.

Emakina then began creating colorful Facebook videos, marrying real and cartoon illustrations,
everyday life and cultural events. They matched the new Bic image: simple, short, trendy and catchy.

We already reached over 400K fans, a total of 26,319,908 people, collecting +35K comments, +21K shares.

THE BEST PERFORMING POSTS?

> Pretty Little Lighters,
> Orange is the new BIC,
> Flame of Thrones...
> How I met Your Lighter!

And we are still at it (and having lots of fun!).
Join in, light our fire, on the Bic Lighters Facebook page :-)

The Wind Of Chance promotion scratch card contest [Lindemans]

A SCRATCH COMPETITION FOR FAMILY BREWERY LINDEMANS

Emakina is a long-term partner of the Brabant lambic brewery.
The team relaunched its website in English, American, French, Dutch, Chinese and Japanese.
To promote the brand, Lindemans now asked Emakina to develop a creative concept
for a fun scratch card contest, in line with the Wind of Changebranding.

WIND OF CHANGE BECOMES << WIND OF CHANCE >>

The original campaign ran in pubs and restaurants the Netherlands and Belgium from April to July 2017.
The original idea: let the wind blow happiness your way,
just as the natural wild yeasts in the air produce Lindemans heavenly brews

THE EXECUTION
We created a perfectly fitting graphic identity and logo, in the brewers Art Nouveau style
It marries authenticity with a dynamic, young feeling.
Emakina delivered the game, the rules and a landing page to explain the contest.
Customers buying a Lindemans received a game card with a question, to win a prize on the spot,
By filling in their unique code on the website, and giving the best answer to new question,
they had the chance to win a pretty sweet vintage style electric motorbike.

Emakina produced a fun movie and a whole range of promotional material to support the campaign IRL and in POS. From the scratch cards to posters, life-size cardboards and table tents...

Emakina also manages Lindemans Facebook and Instagram accounts.
So we gave the campaign a big boost via social media ads to generate awareness, engagement and conversion among Lindemans fans while enlarging their community.

EXCELLENT RESULTS
For the limited budget of 8K, the results were excellent:

- the video scored +200,000 views,
- the campaign had a reach of + 1.100.000 - The site collected + 12,000 clicks.