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A 10-year relationship is still going strong
For almost a decade, LBi has been M&S’s ‘complete digital agency’. We have maximised their online presence through a myriad of well-executed strategies designed to help attract new customers and retain existing shoppers. We work out current strategies and future opportunities. Together, we set rigorous benchmarks and review them over time. And, LBi’s performance against these targets continues to be higher than industry ‘best’ standards.
One small step, one big website
Like many retailers in the 90s, M&S’s initial cautious approach to digital has moved on so they now see their online offer as one of the major contributors to their marketing mix. Our objectives have always been to grow revenue and sales, maximise the customer experience and make M&S a leading force in the digital arena, just as it is now in retail. Now their new Amazon platform e-commerce site holds the largest range of M&S produce available anywhere.
Socks to sofas and cheese to chess
Our media team plan and execute effective strategies to get people to the site. In 2005, our strategies increased M&S’s revenue by 10%. Yet the customer base is hugely varied. They buy everything from school uniforms to leather wastebaskets and when they don’t know what they want, it’s our job to inspire them. We attract and acquire customers through specialised campaigns, like ‘Look behind the label’ or Mother’s Day. And we keep them returning to M&S with online communications, media pushes, site auditing and more.
Looking to the future with LBi
We’re always looking to pre-empt M&S and anticipate what their customers might want or need. We’re continually conducting customer research panels to see how we’re doing or what’s next. We take part in fact-finding research trips and market briefings so we can get our business planning, executing and modelling spot on. That’s why, after 10 years, our relationship just gets better and better.
‘We consider LBi to be a core part of the Marks & Spencer e-commerce team and have valued their input and commitment.’ Peter Robinson, Executive, Head of E-commerce.
Tags: client
Connecting audiences
Helping football score with an online audience
The Nike Football website has defined the digital branding experience since its first incarnation. Three-time winner of the Cannes Lion Grand Prix, it has continuously been praised through its reinventions as one of Nike’s highest traffic-generating sites.
Hitting the net instantly
To grab the attention of football’s young male demographic, we built a game directly into Microsoft’s Instant Messenger platform. The two-player game features three footballers per team on a pitch set outside the Nou Camp Stadium in Barcelona. With a simple click, players could expand their window to play a game of football. Hugely popular, it ran for three months with phenomenal success.
Ronaldinho passes on his skills online
For the launch of Nike’s limited edition Tiempo Legend boot, we created a viral campaign that would live up to the shoe’s legendary promise. Shot on location in Barcelona, this amazing footage quickly became the most viewed clip on YouTube. As a fully integrated multichannel solution it was also shown on soccer stadiums and in retail across Europe, Asia and South America. With more than 50 million views worldwide it is one of the most efficient viral campaign of all time. The campaign won the One Show’s Gold Pencil and a Gold Lion in Cannes in 2006.
Connecting audiences
With 1,282 player contributions, 87 countries represented, and 2 hours and 42 minutes of total content, The Chain transcends geographic boundaries, demonstrating the beautiful game’s ability to simply – and effectively – connect people globally. Receiving gold recognition at the Cannes, Clio, and OneShow, EPICA, og LIAA awards and Eurobest Grand Prix, The Chain is a stellar example of user-generated content driving client communications by casting eager participants in the role of ambassador for both football and the Nike brand.
Giving rival products the boot
Nike’s most technically advanced football boot to-date – the T90 Laser – required an ambitious online campaign that seamlessly blended user-generated content with premium video features. Offering substantial content on a platform with “light” loading performance, the site held multiple features, including both The Perfect Kick – an interactive high-speed video presentation – as well as the Put It Where You Want It Tour that garnered major attention on both NikeFootball.com and YouTube.
Tags: client
One brand. One look.
In 1994, Audi laid the strategic foundation for repositioning its brand in the premium segment. It needed a partner that grasped brand management as a strategic process – and it found that partner in MetaDesign. The newly defined brand mission was translated into a new brand experience, ensuring a unified visual identity from point of sale to the corporate website. This work set the stage for a change of image. Over the next few years, Audi’s clear visual strategy and matching products enabled the company to establish itself in the market for luxury cars.
Entering the premium segment
Audi repositioned itself in the mid-1990s when it recognized that a clear separation from Volkswagen would benefit its brand. We visually communicated Audi’s new positioning through the new corporate design program and the content and tonality of communication media. Audi and MetaDesign successfully expressed the brand values that were valid at this time. Audi were able to establish itself in the premium market.
Audi and MetaDesign are ‘taking the lead’
After successfully gaining a top position in the premium segment, Audi wants to take the lead worldwide. The carmaker began by redefining brand values in 2003 and has articulated a single brand mission with three central values: sportiness, progressiveness and sophistication. We adapted all aspects of brand identity to reflect its more focused brand identity – from internal communications and advertisements to implementation strategies at dealerships.
Following the logic of the brand
Audi has continued to analyze the positioning and potential of its brand. Like the products themselves, the Audi brand has not rested on its laurels but set itself new goals. Since 1994 we have provided support for this strategic process, working on over 1,000 individual projects. The MetaDesign project team has its finger on the pulse of the Audi brand.
Tags: client
Personal credit card
With the “Postbank VISA Image Card” LBi created a very innovative new product for the German financial service provider Postbank AG.
The goal of the project was to raise the customer’s interest in credit cards and to improve the total number of sold cards. Because the Postbank AG focuses on retail business with private customers, the idea of giving the customers the chance to have an individual credit card was perfect to achieve that goal. This project sets high standards in quality and innovation.
Credit card customizing tool
Through the website of the Postbank every customer can order his/her personal credit card with the design or picture of his/her choice. With this tool the user has the option to either upload his/her own picture or to pick one from a gallery of provided pictures. The tool allows the user to adjust the positioning of the picture and to add text, to make it even more special. The order process can be completed both ways, by using the PIN/TAN ordering process or through a PDF printout.
Checking and production
After the order went through, picture and text have to be approved by the picture administration. Through an interface of the application picture and text then are sent to the credit card manufacturer. The personal credit card arrives at the customer’s house within days.
Tags: client
Usability and beyond
Strong partners in digital projects
Linear is one of Italy’s leading direct insurance company, with a strong phone channel. In 2004, it asked LBi Milan to carry out usability analysis on their existing website to identify any weak points in the prospect and customer experience on line.
Our analysis included an expert evaluation, an on-line questionnaire and usability testing which lead to a comprehensive report. Shortly after the analysis was presented back to Linear, LBi Milan was asked to redesign the corporate website with twin commercial goals: utilizing user centred design to increase the number of complete quote requests and marketing to improve conversion rate.
Joined-up design and build
The main goal of the redesign project was to design a new navigation path in line with the findings of our survey then integrate it with communication and CRM marketing tools. Our critical goal was to improve the number of completed quote requests made by customers. Technological development was shared with Linear’s IT team, in a cooperative integration with LBi’s usability guidelines and Ajax interface.
Don’t trust us, trust our customers
Linear has always had a strong relationship with its customers. This was used by LBi to enrich the marketing strategy with a member recruitment program (Passalinear), a customer review program (Linear Tribù) and an integrated range of tools that enable customers to manage their own insurance products.
Linear Tribù is a unique matching program that links any user who asks for a quote with a customer with the same vehicle, age and town. Prospects can ask anything they like and customers are free to leave feedback about Linear and its products. After the first three months of the program, all feedback compiled about Linear was positive. This was the first Italian business within the insurance sector to build an online community.
“Working with LBi has been an enriching experience, in terms of know-how and competence sharing. In a new way of doing Insurance, we developed a strong and innovative idea, LINEAR TRIBU’, based on trust of consumers and company staff.”
Giovanni Chiarelli, Business & Marketing Director of Linear Assicurazioni
Tags: client
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