Marketing | Communication | Events | Internet
Unfortunately your Flash player is too old or is not installed,
you can download a free current version here or take satisfaction with the text version of our site.
Marketing cases
Client: Boots Healthcare – Reckitt Benckiser
Category: Healthcare - OTC
Product: Strepsils – Strategic Recommendation on Potential Line Extensions
Target: Pan-European Launch
Constituent: Marketing Director
Production: Strategic Reflection on Business Model of Strepsils
Descriptor: Strepsils is a leading OTC reference distributed via pharmacists throughout Europe. The fundamental question was raised as how to increase the revenue of the brand within its existing product category and if profitable line extensions could be launched under the same brand name, in line with its core values.
Not only product innovation was a key topic of the recommendation, but also new ways to increase usage and the research on opportunities to extend its retail channels. Variety’s recommendation initiated a new successful business model for Strepsils.
Client: D’IETEREN
Category: Cars & Mobility
Product: VW – 50th Anniversary on the Belgian Market
Target: Create & Implement a year round festive program towards all segments of actors that play a role in the presence of this iconic brand on the Belgian Market.
Constituent: Company Management Team
Production: Marketing recommendation on how to realize maximal impact and return of a leading brand’s anniversary celebration.
Descriptor: A major brand such as Volkswagen has a strong impact on society. Celebrating this brand’s leading position after 50years on the Belgian market requires careful preparation and reflection. The involved actors range from the clients and potential clients, to the international Management, the suppliers, local and national authorities, opinion leaders…A multi-target group approach with a content and a tone of voice in line with the brand’s image is an essential exercise. The anniversary of a leading advertiser also offers loads of commercial and communication opportunities.
Variety’s multi-layer marketing recommendation was realized and resulted in a year round successful celebration program.
Client: KBC Lease Group
Category: Financial Services
Product: Leasing Services & Products
Target: European Management
Production: Strategic Reflection on Image and Route to Market in emerging and mature markets.
Descriptor: KBC Lease is a fast growing profit centre of the KBC Group. The companies distributing the KBC Lease products in the different countries have different portfolio’s, different local legislations, different routes to market, different relationships with the group. Is there any advantage in streamlining this multitude of operators and integrate the lease offers in a single image and process approach?
Client: Masterfoods
Category: Food – Main Meal
Product: Seeds Of Change – Bio range
Target: European Business Unit Director
Production: Strategic Recommendation on business potential and launch opportunities in Europe’s key markets.
Descriptor: Bio food and sustainable products are of growing concern to today’s consumers in the industrialized world. Introducing a new major brand, produced by a global player in the food industry is a complicated challenge. Not only the business process and route to market is different from traditional commercial approaches through mass retailers. Mode of communication, advertising and press relations are key in order to establish credibility with a critical consumer.
Client: Euromic
Category: Travel – Incentive travel - Conventions
Product: The world’s largest association of DMC’s (Destination Management Companies)
Target: Group Major travel companies, travel brokers, multinational travel & convention buyers
Constituent: Marketing Directors Europe & North America
Production: Development of a Global Strategy & Marketing Plan
Descriptor: The aim was to install Euromic as the global reference point for professionals from the travel, leisure & convention business. In the digital age, marketing & communication instruments allow efficient CRM on a global scale towards the key buyers and opinion leaders.
A very successful strategy indeed that has certified firm market leadership to Euromic and the introduction of line extensions such as the ‘World Affiliates’ member group including China, Brazil, South Africa, India…
Client: FEBIAC
Category: Professional Association on Mobility
Product: Brussels Car Fair – so called ‘small’ editions
Target: Strategic & Content Recommendation as to boost and maintain the success of one of Europe’s important yearly Car Shows.
Constituent: President of the Association
Production: Concept and Strategic Recommendation for the Brussels’s Car Show in years to come
Descriptor: In a highly competitive international circuit, Car Shows are measured by their public attendance and the credibility the industry accords to each of them. Next to the international dimension, these fairs are a key commercial factor for the sector and a strong driver for the public opinion about mobility, cars and related social & environmental topics. The development of an intelligent strategy and a realistic road map for this major yearly rendez-vous is essential building stone for the car business and its prosperity. If the business is about selling “dreams”, than the Car Show should be its Disneyland…
Communication cases
Client: ING
Category: B-2-C
Target: group Youngsters
Media: TV, radio, advertising, posters, flyers, online, e-marketing
Production: Overall concept and all communications
Descriptor: Futuris Powerplay
As competitive banks had already claimed major interest fields of youngsters, such as music & movies, the question imposed itself as to how and where; ING could fiend a unique platform with sufficient relevance for the target group. Impact on youngsters and focus on contemporary up to date imagery were key.
Variety recommended the field of electronic gaming, -outgrowing nowadays even CD sales-, and underlining the online convenience offered by Futuris.
In order to install credibility for the brand two main drivers were developed. One being an extensive website in “Second Life”-style where clients and potential clients can meet and discover in a playful manner banking services. The second marketing driver was the launch of the first major gaming event: Futuris Powerplay! A strong media plan specially focused on high impact traffic generation and mouth-to-ear buzz.
Objectives on qualitative and quantitative level were largely realised.
Client: SEAT Import
Category: B-2-C – Loyalty Program
Target: group 72.000 SEAT owners and brand lovers
Media: Corporate life style magazine in controlled circulation, printable version available online for Club SEAT members only, additional distribution via dealerships.
Descriptor: Emocion Customer Magazine
Since its creation in June 2005, Emocion provides its readers with a mix of information, ranging from product related articles over user testimonials to destination infotainment, prize draws and exclusive contests. Magazine and website work in an ongoing cross-fertilization cycle. Positive feedback indicates positive customer satisfaction.
Client: Total
Category: B-2-C - Consumer Contest
Target: group Broad public
Media: Radio & dailies advertising, point of sale communications, street marketing with special animations with prize car.
Production: Creation of concept, kick off event, sales and network launch and sales aid communications, fool proof contest mechanism, media bartering with newspapers and radio stations, all consumer communication means, handling & follow up of prize administration.
Descriptor: In order to increase market share, boost autumn sales and expand the number of Total “New Drivers Club” cardholders, a strong consumer contest was launched throughout the Total network in Belgium. The traffic and visit frequency enhancing mechanism stimulated participants to enter several weekly draws to win extra New Drivers Club points, DVDs, Sony DVD players or a Smart Cabrio car.
In face of the final results of this action (a solid number of 438.000 contest entries, 36.544 extra New Drivers Club cards issued, a 3,72% increase in volume and a market share increase of 4,16%), the decision makers at Total ordered a new similar action the consecutive year. Consumer satisfaction of the “Word Game” promo topped 9,26 (interesting, kept all members of the family busy and involved) and the petrol station personnel in the whole Total network was re-motivated due to a large amount of newly gained faithful clients, higher involvement and a clear feel of support and valorization.
Client: Boots - Clearasil
Category: B-2-C - Consumer Contest
Target: group Youngsters and RFP’s
Media: Magazine and TV advertising, media bartering, point of sale communications, on pack promotions, prize contest, bannering, website, major sponsoring of pop concert in Brussels.
Production: Creation of concept, sales and network launch and communications, fool proof contest mechanism, all consumer communication means, handling & follow up of prize administration.
Descriptor: Since the previous owner of Clearasil had turned it into a sleeping brand, Boots Healthcare decided to revitalise it. In order to do so, the company had to enter the fast moving universe for the first time.
We were asked to leverage an increase in brand awareness and improve product range awareness.
Variety created an exciting infotainment platform for teens and twens via a dedicated website, implemented hard selling promotions with a clear focus on the Clearasil product range and incited a much higher level of repeat buying. Grassroots events and the deployment of field teams were at the basis of increased share of voice and share of heart with the core target groups. Further support was created through media bartering with teen magazines and TV-stations. This resulted in a steady increase of product and brand awareness (+3% yearly) and an average of 16.500 monthly visitors on the website. A staggering 32% extra sales were generated, leading to a consolidated and extended shelf position at mass retailers.
Client: Telenet
Category: B to C, B to B
Target: group Retailers, consumers North.
Media: Merchandising, point of sale demos, field promotions, local advertising, retailer seminars and incentives.
Production Demonstration consoles hardware and software, print, advertisements, contest with prize draw.
Descriptor: Variety helped Telenet in creating a distribution network of 625 quality outlets in Flanders, literally ‘from scratch’. Variety developed, managed and executed the entire marketing communications process: using seminars and incentives to build a dealer network, using shop in shop demo-stands and high performance sales field teams to reach consumers, supported by a specially developed local advertising programme.
Results were at the least very convincing: from zero to 625 performing outlets in a 2 year time period, client subscription rate rocketed from 80.000 to 800.000 subscribers, spontaneous brand awareness went from 18% up to 68%, service satisfaction level rate from 4,11 up to 8,63.
A staggering 68% of the retailers recommended Telenet products to their clients instead of those of the competition.
Event cases
Client: Mobistar
Category: B-2-B Conference
Target: group Top Corporate Clients
Venue: Museum of Art & History
Production: 250 pax
Descriptor: This high profile event was created in order to announce the adherence of Mobistar to the Orange Group and inform all major clients about the new strategy, vision and upcoming new products.
The event was a real challenge as how to bring a complex message and loads of technical content in an entertaining informative format.
The combination of professional content management and state of the art audio visual techniques was presented in a setup where top design tailor made elements matched the historical treasures of the museum. The contrast between old and new, was further supported by a subtle light design build around both companies’ corporate colours with changing patterns throughout the evening from green to orange. Top catering in a flexible formula and stimulating networking opportunities for the attendants ended this Top Conference. The international celebrity and CEO of the Orange Group Worldwide, Mr. Sanjiv Ahuja, complimented us for the excellent organization.
Client: Shell Belux
Category: Internal Event – Products Launch
Target: group All employees & retail personnel
Venue: Namur Expo
Production: 600 pax
Descriptor: The launch of Shell’s new V-Power product range was a capital event for the company, its future and commercial competitiveness. The event should not only inform about the strong benefits of the product and its featured innovations, but also boost the entire staff’s spirit and help them to turn this USP into gold.
Together with Belgium’s finest show directors, Variety created a 2 hour show combining product info, Formula 1 racing product data, sales training and the reveal of the communication and promotional plans for the launch.
The presentation show was realised in a specially designed circular arena in combination with all round 360° video projection and surround sound. The impact was unequalled when images of for ex. Shell’s formula 1 race cars circled around the seated guests in the arena. Real time broadcast connections with various locations gave extra rhythm to the presentation.
At the end of the show all attendants could visit a fair with various stands for extra info and interaction. A superb catering set up in true ‘Formula 1 pit lane’ style followed by a great dance party ensured that all guests left with an upbeat spirit.
“The best launch ever” according to Shell’s Belux Management.
Client: Vinopres
Category: B-2-C, Public Event
Target: group Age 20-50
Venue: St. Hubertus Gallery
Production: 2.000 pax
Descriptor: The leading French Loire region wanted to promote its range of quality wines. Two key elements had to be taken into account: connect the red, white and rosé wines with particular types of meals and dishes; link the Loire wines to outdoor/garden/green.
Variety created the concept of one huge ‘table d’hôte’ where visitors could taste wines in combination with different types of food served in accordance; and all of this in the heart of Brussels. The exclusive surroundings of the Galleries St. Hubert was converted into a relaxing green space together with world famous floral and garden designer Daniël Ost. With more than 500 laurel trees, a field catering team of 50 cooks and 25 sommeliers turned this tasting on a massive scale into a spectacular and distinguished event.
The results were so convincing that the event was repeated.
Client: Sopexa
Category: B-2-C, Public Event
Target: group Age 18-70
Venue: Guerrilla Wine Bars in Antwerp & Ghent
Production: 4.000 pax
Descriptor: To promote refreshing Anjou wines in the North of the country Variety created temporary Wine Bars in the two main cities Antwerp & Ghent. During two weeks, a vintage decorated lounge wine bar was installed in empty shop locations, situated in the high traffic main streets of each city centre. A viral campaign, local advertising and a strong PR-campaign towards the press, resulted in huge impact for these Cabernet d’Anjou rosé wine tastings. Musical entertainment by Buscemi and vintage decoration & furniture ensured an up to date positioning for Anjou wines. The huge interest of the public for these after work bars resulted in more than 12.000 inscriptions to come and visit the Anjou spots with friends and colleagues. The marketing objectives were reached. Because of these promotional events and the massive “buzz”, the brand awareness of Cabernet d’Anjou within the target group of young Flemish urban actives increased enormously.
Client: KBC Lease
Category: Product Launch, Roadshow
Target: group All users of the new software
Venue: Antwerp, Ghent, Leuven & Braine l’Alleud
Production: 4 x 600 pax
Descriptor: Official introduction of the new software facilities and process drivers for all front line commercials of the bank group. The entire operation is about more efficiency and time gaining. Variety develops a special ‘Modern Times’ program to bring this message of innovation. The link between the advantages of the new software and the industrial revolution are interesting & obvious. Actors, footage, large pieces of decoration, invitations, 3D images, venues, all perfectly in line with the overall theme. The new software application is a direct hit in the bank’s commercial network.
Client: Mobistar
Category: B-2-B, Top Corporate Clients Get-together
Target: group Top Corporate Clients
Venue: Private venue
Production: 100 pax
Descriptor: In order to reward the very best clients and their spouses, in a unique and personal manner an exclusive private social event is realised by Variety. In a top design private venue guests enjoy a meet & greet with several celebrities. A tailor made decoration creates a cosy atmosphere of luxury and beauty. Top quality food and drinks are selected and created for the occasion. In brief, a night that made the guests feel how very special they are indeed.
Client: Keyrus
Category: B-2-B, Launch of New Corporate Identity
Target: group Corporate Clients, Partners & Staff
Venue: Cityscape
Production: 250 pax
Descriptor: SolidPartners becomes Keyrus. A high tech company needs to be profiled in a smart and innovating location. In accordance Variety booked the temporary lounge next to the impressive art installation of “enfant terrible” Arne Quinze at the Toison d’Or in Brussels. A perfect match of “brains” and pleasure was created through subtle light design, interior decoration, trendy food selection and superb musical entertainment (Jef Neve & his Groove Thing, Buscemi ..). A casual social atmosphere in a context worthy of New York, Paris, Tokyo was the result.
The founding partners of SolidPartners and their international guests from Keyrus were very pleased and impressed with the outcome of the event.
Client: Sopexa
Category: B-2-C, Public Event - Promotion of the Lot Valley region in Brussels City centre
Target: group Age 30-50
Venue: Place du Grand Sablon - Brussels
Production: 20.000 pax
Descriptor: To promote the French Lot Valley and bring it under the attention of the Belgian public, Variety created a tailor-made event for Sopexa, within the superb surroundings of the Sablon quarter. During a sunny weekend, a colourful tourist and gastronomic market was installed in one of the most prestigious and attractive areas in Brussels. French local producers came over to share their knowledge and passion about wine and truffles, l’Aligot (a delicious cheese and potato dish from Aveyron), traditional handmade Laguiole knives, fly fishing gear and so much more. The market also offered sporty animations such as a climbing and bicycle wall, referring to the tourist activities of the region and an authentic merry-go-round for the youngest visitors. Medieval troubadours sung, danced & told ancient stories walking through the setting all over the Sablon Square. The huge interest of the public resulted in the fifth edition of this event in 2009.
Internet cases
Client: Euromic
Category: Travel – Incentive travel - Conventions
Product: The world’s largest association of DMC’s (Destination Management Companies)
Target group: Major travel companies, travel brokers, multinational travel & convention
buyers
Production: Creation, redesign and maintenance of the company website, creation and send out of the monthly newsletter to approximately 26.000 subscribers
Technique: PHP - Flash - SQL
Descriptor: euromic was in need for a platform where his members and world affiliates could be introduced as well as their occupations. Variety build a content management system where members can publish, in their own country section, articles about destination propositions, conference and meeting venues, fully organized trips, etc. These articles are automatically included in a monthly newsletter to 26.000 subscribers and counting. A RFP form was created to allow clients to receive quick proposals from the selected members or world affiliates. Variety also takes care of euromic’s own mail server where each member has its own euromic.com address. All articles are kept online and archived which gives the website a rich and huge amount of DMC content.
Every 3 years the website is redesigned to stay fresh and up-to-date.
www.euromic.com
Client: MCS
Category: Alcoholic beverages
Product: Aperol
Target group: Age 18-70
Production: Creation and maintenance of the aperol.be website, creation of contests and games for data collecting purposes
Technique: Flash
Descriptor: A component of Variety’s communication mission for the brand Aperol is of course a .be domain for the Italian liquor. A fresh and funky looking website was created in order to explain what’s it all about. To introduce the different cocktails and their ingredients a movie-like themed instruction movie with a storyline was used rather than the classical approach of images and text. Multiple contests with quizzes, photos and flash games where used to gain data-collecting and brand awareness.
Client: BGE Large Events Office – City of Brussels
Category: Touristic cultural events
Product: Winter Wonders
Target group: Everyone
Production: Redesign of the Winter Wonders website
Technique: Flash
Descriptor: Inspired after a visit to the brusselsjazzmarathon.be website, the Office for Large Events of the city Brussels contacted us regarding the website for Winter Wonders, which is the annual Christmas market in the capital, and of course the largest and most magical of Belgium. With a minimum of picture material Variety created a winter themed flash website with subtle animations. BGE received compliments on how they succeeded to capture the winter spirit so well on their website.
Client: Tropicana Looza Benelux
Category: Beverages
Product: Pepsi
Target group: Everyone
Production: Redesign of the pepsi.be website
Technique: Flash - CGI
Descriptor: Variety took care of the redesign for the pepsi.be website, a young and flashy website was created inline with the strict guidelines of the Pepsi house-style. Not only was the brand represented, but also all ‘Pepsi artists’, Britney Spears, Shakira, to name a few, with all accompanying multimedia. Contests where hold on a regularly basis.
Client: SEAT – Red Bull
Category: Sports
Product: Red Bull Air Race
Target group: Age 18-40
Production: Creation of the ‘Be our Pilot’ contest and website
Technique: PHP - Flash - SQL
Descriptor: On the occasion of the upcoming Red Bull Air Race, Variety proposed a ‘joined forces’ Red Bull Air Race online contest with Red Bull and SEAT (main partner of the event) which was titled ‘Be Our Pilot’. Variety created beourpilot.be, an online contest page with two high score-tables. Participants could choose ‘Drive to Win’ and play the Swedish SimBin Studio’s award winning ‘Race07’ or ‘Fly to Win’ and play the Austrian CAMF’s official online version of Red Bull Air Race. All technical requirements and adaptations where made between us, SimBin and CAMF to output the different high scores in the BeOurPilot high score-table and changing the layout of the game into BeOurPilot style. The contest was enforced by printed media in all major weeklies and great prizes were won.
www.beourpilot.be
Client: Jazztronaut Entertainment
Category: Entertainment
Product: Concerts - Artist bookings – Festivals
Target group: Music lovers and professionals in the music industry
Production: Creation, redesign and maintenance of the company website and its multiple festival websites, creation and send out of the festival newsletters to approx. 26.000 subscribers, E-advertisement for the festivals by means of bannering and multiple social networks.
Technique: PHP – Joomla - SQL
Descriptor: As a concert organiser and artist booking agency, which has 5 yearly major music festivals, Jazztronaut has tons and tons of content but no easy updatable platform to share it with the public. That’s where Variety comes in hand. Starting from the content management system Joomla, Variety build a music and concert announcement platform where the Jazztronaut agents could easily, and without html knowledge, input concerts, news, articles, etc. The agents can send newsletters to all subscribers per festival without intervention of Variety. The public can subscribe and of course unsubscribe to mailing-lists. With that subscription they can access the goodies in a protected area. Professionals can create a login to access booking info, press files or partnership details. The platform is foreseen to easily extend it with a community option, game area, contests, polls, surveys, etc. The sky is the limit. Apart of the main Jazztronaut website, every year, the 5 festival websites are redesigned by Variety, which represent a total announcement of approximately 500 concerts each with bio’s, venue and ticket info, date and time, links and multimedia!
www.jazztronaut.be
www.brusselsjazzmarathon.be
www.groovecity.be
www.roofs.be
www.skodajazz.be
www.vwcampustour.be
www.vwspringsessions.be
Client: Truvo
Category: Local search en advertising
Product: Yellow pages
Target group: Internal sales managers
Production: Creation of the internal sales incentive intranet, creation and send out of the monthly newsletter to all sales departments in four countries
Technique ASP - Flash
Descriptor: As extension of the, by Variety organised, sales incentive program, an intranet was created where the internal sales managers could follow the count-down to the incentive departure date (Mauritius one year and Mexico another). The program contained a ‘contest’ where the best x number sales managers won a ticket for the incentive reward. Per country a high-score-table was provided to boost competitiveness between countries and between sales managers individually. Starting with a destination mystery quiz, along the year, the intranet was updated with news, destination info, contests, links, screensavers, backgrounds etc. New updates where pushed by monthly newsletters to the internal sales managers. Division heads could log into a backend to update the sales lists which where used as a query for the high-score-tables.
Client: Mazda
Category: Cars
Product: Mazda2
Target group: Youngsters
Production: Creation of the Mazda2 Groove contest mini-website
Technique: PHP – Flash - SQL
Descriptor: When Mazda became a main partner of Jazztronaut’s Groove City Festival, Jazztronaut asked us to build a mini-website for their special edition Mazda2 Groove, where you could also win a copy of the ‘Groove City’ styled Mazda2.
As Variety also designed the Groove City website, we could easily integrate the contest into the festival internet area. A front-end was created where the Mazda2 was presented with details and where the contest was hold. A back-end was created for a call-centre who contacted the participants for a test drive with a dealer of their choice in order to enter the contest. All dealers where updated with new appointments at the end of the day by automatic mailings. After the test drive, participants received a code which they could use to complete the contest and fill in a survey before submitting.
mym.groovecity.be
Client: Diageo
Category: Alcoholic beverages
Product: Smirnoff
Target group: Youngsters
Production: Creation of the Smirnoff Mix your Mix game
Technique: PHP – Flash - SQL
Descriptor: When Smirnoff became a main partner of Jazztronaut’s Groove City Festival, Jazztronaut asked us to build a web game contest allowing to distribute 100 entrance tickets as the contest prizes, and which was inline with the festival ‘s visitor interests. Variety designed the Smirnoff Mix your Mix contest, an online Smirnoff branded Flash music sequencer. Participants could create an account, easily mix songs with that account and submit it to the high-score-table. Visitors of the contest could vote once a day for their favourite song or artist. The first 100 most voted songs in the high-score-table won a free entrance ticket for the festival with compliments of Smirnoff.
m2g.groovecity.be
Contact info
sprl Variety bvba
Boulevard Leopold II 184d,
1080 Brussels
Tel +32 2 456 04 60
Fax +32 2 460 81 81
Btw BE 861.513.814
Bce-Kbo 0.861513814
info@variety.be