agency introduction lange lozanastraat 258 box antwerp 0032 (0) brandhome.com

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1 agency introduction lange lozanastraat 258 box antwerp 0032 (0) brandhome.com

2 Brandhome mission We ensure above market growth for our customer s brand(s)

3 Title contents In this presentation: why work with Brandhome?... 4 who are the Brandbuilders? branding trends Brandhome work(s): cases online branding events references

4 why work with Brandhome?

5 why work with Brandhome? Brandhome who we are and what we do Brandhome is a full-service brand building agency. Our expertise lies in the following domains: advertising, communication, consultancy, branding, design, media and PR. Customers can turn to us for brand building from a to z: we offer strategic and creative solutions for brands, inside or outside your market environment, internally and externally. We care for our customers brand as if it were our own. You can entrust Brandhome with your brand. We ll make it work for you. BeNeLux World brand strategy brand architecture brand design brand communication (360 degrees) media management Brandhome offers different types of services. In the Benelux, we support companies in determining brand strategy, in building brand architecture, in creating brand designs, in the translation to brand communication and implementation as well as in media management. Worldwide, our expertise lies in brand strategy, brand architecture and the broad spectrum of brand design. 5

6 why work with Brandhome? Brandhome what can we deliver strategy communication implementation advertising Brand identity prism, Brand portraits, Marketing and communication plan, Communication development plan, Imagery, Internal sensitizing campaign, Moodboards, Umbrella concept Designs company car, Digital annual report, Special action websites, Newsletter (brand/product), HR communication, Internal sensitizing campaign, Internal staff magazine, Intranet site, Elaboration campaign, Advertising - posters (36./12/18m 2 ), Swanks, Wild posters, Stickers, Communication concepts, Customer magazine (B2C and B2B), Top topical, Consumer campaigns, Moodboards Digital corporate design manager, Digital annual report, E-news, E-Christmascard, Special feature websites, Banners internally, Banners externally, Contest, Games, Competition, Direct mailings, Calendars, Stickering, Company cars, packaging New Year present, Gadgets, Stationary, MGM, Expo stands and design, General conditions and terms of sale, Internal staff magazine, Staff badge, Intranet site, Folders, Sales, Imagery - elaboration, Factsheets, Brochures, Posters, Outdoor advertisements, Customer Magazine, Radio commercials, TV commercials, 2D/3D Animation consultancy Renaming, Branding, Rebranding, Brand Essence, Brand development plan, Pay-off, PMC // PMDC, Vision/mission/ambition/identity, Communication strategy, Corporate communication development, Brand assessments, Brand architecture, Market research, Brand strategies, Sales organizer, VMAI, Company presentation, Furnishing companies Website development, Sales organizer, Company presentation, Management summary, Imagery, Brand portaits, Market research (TOMA ), Brandbook, Partnership development Website, Sales organizer, Brand registrations, Brand division, Elaboration Partnerships, Registrations URL s design Brand visualisation Website, Logo, Imagery, Annual report, Uniforms, Furnishing companies, Thema logos, Icons, Labels (green certificate, KMDA certificate) Brand manual, Signs, Business premises, Logo, Concept development, Furnishing events, Icons media Media analysis, Media valuation, Media channels strategy, Media assessments, Media optimization plan, Sponsoring strategy Creative media filling, Competitions (radio/tv), Media planning Contest, games/competition, Media planning and optimization, Ambient media items, Media buying and roll-out public (PR) (Indirect) Media analysis, Consumer/customer touchpoints - analysis, Issue analysis, Sponsoring approach Corporate movie, Press releases, Special feature websites, Annual report, Social report, Sustainability report, Manifests, Crisis communication, Guidance take-over: press, spokesperson, questions and answers, Press guidance Sponsor items, Furnishing expo stands, Development partnerships, Press conference, Media training, Annual report 6.

7 why work with Brandhome? Brandhome method how we do it We believe that a clear and strong brand identity is essential for brand building. Our unique Brandhome Method is based on this belief. The Brandhome method is a way of thinking and will guide you through strategy, communication and implementation of the entire brand building process. A thought process precedes each of our creative processes. We put ourselves in the position of the brand and ask ourselves: Who am I? What do I stand for? What am I trying to communicate? Where do I want to go? How can I achieve this? What will I say? We determine the identity of the brand. We visualize the outcome in an identity prism. The prism then constitutes the compass for everything we do. Strong brands radiate their unique identity in their behaviour, style, verbal and non-verbal communication. Their image is a perfect reflection of their identity: how the consumer perceives the brand matches exactly with the image the brand wants to convey. Brand identity drives the development at all levels going from strategy over communication to implementation. Brandhome makes your brand grow faster than the market. How do we achieve this? We take into account the identity of the brand. So we build a positive, credible and, above all, a consistent image in the minds of consumers. This will undoubtedly reinforce our customer s market position. 7

8 why work with Brandhome? When we talk about interaction is key, we re not just talking about interacting with consumers. Every aspect of your brand and its communication and marketing is directly or indirectly connected. That s why the agency of the future needs to be able to connect every level of implementation, whether it be in-house or in a network of preferred partners. The Brandhome method, originally developed for brand building, has evolved towards a way to do just that: a method to connect all brand elements with each other and with all possible stakeholders. core brand identity determines the life of your brand wherever it is online brand atmosphere identity-based branding identity-based strategy blogs foursquare viral marketing facebook identity-based concept and creation identity-based design & production buzz management corporate sites social marketing social media micro sites dynamic bannering cams twitter Brandhome CSS Flash HTML copywriting web scenarios Drupal motion graphics jquery PHP MySQL usability app Javascript WordPress interactive magazines wireframes SEO Fireworks brand activation tumblr content management 8

9 why work with Brandhome? Brandhome how we do it together Brandhome works with the 4PC-model. It is built on the basic principle that we work in a diverse team around the customer. In concreto, it means that four Brandhome professionals (i.e. strategy, account management, creative direction & backup account) are assigned to one client/case. This way of working has proven to be hands-on, pragmatic and efficient. Furthermore, it focuses on the client with a clear contact point and enables contact with other profiles, inciting co-creation. In brief, you could say that this method unites Brandhome and the client in one team. 4PC-model 4 professionals per client account creation CLIENT strategy backup account 9

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11 why work with Brandhome? Brandhome identity prism corporate identity Brandhome s brand identity is displayed here as an identity prism. We radiate and live by our identity, and this can be perceived in everything we do: our logo, corporate identity, verbal and non-verbal communication, in this booklet, but also in our offices. We create a unique and consistent image. Because we consciously express our own identity, we create a considerable competitive advantage. It ensures sustainable growth based on our common vision, mission and ambition. It reinforces our Brandhome brand. identity driven building identity driven Brandbuilders First we shape our buildings, then they shape us, Sir Winston Churchill once stated. Buildings define our behaviour and our way of thinking. In a church, we automatically become quiet and calm: we unconsciously start walking on the tip of our toes. The way we think is also influenced: we will reflect on issues we would otherwise rush by. The Brandhome headquarters also influence our behaviour and thinking pattern. Our way of working is in line with the design of our office. We are the best ambassadors of our brand. We are Brandhomies. 11

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13 why work with Brandhome? working on brands Ensuring above market growth for our customer s brand(s) is Brandhome s mission. Indeed, if their brands grow faster than the market i.e. awareness, preference, margins, and degree of distribution or innovation then we will grow with them. We are brandbuilders. Brandhome builds market share for its customers. We have all the knowledge and experience in-house: consultancy on marketing and communication, creation of advertising and design, offline and online, PR and brand activation. At Brandhome, customers will receive an integrated solution for all their marketing and communication questions. Moreover, Brandhome has an official media accreditation, so we buy at the best prices. Thanks to our scale, we can offer very competitive conditions for major costs such as printing, radio production and print advertising. We gladly share these benefits with our customers. During the last 10 years, and thanks to the growing nature of our customers, Brandhome has become a leading company. Brandhome foundation vzw Brandhome believes it is important to offer its expertise free of charge to social organisations which often lack the resources for professional communication. The Brandhome foundation npo is mainly committed to disadvantaged children and we try to contribute to make them more self-reliant. We developed a campaign to find donors for the Antwerp toy library De Rinkelbel. The Guidance Centre for Autism received a therapeutic swing, mentally handicapped children in a primary school in Sint-Job-in- t-goor received playing balls and disadvantaged children got the opportunity to go on a holiday through Pirlewiet. Recently, we created a campaign for SPARK, a non-profit organisation that benefits children with autism by providing a digital tool that helps them to communicate and talk more easily. 13

14 who are the Brandbuilders?

15 who are the Brandbuilders? the Brandhome team is at your service strategy, coordination, guidance Erik Saelens strategy director, Nicoline Spruijt managing director, Bert van Rooijen creative director, Véronique Dedecker account manager, Saskia Spruijt account manager, Hendrik Vandecruys office & production manager, creation, copy, design led by Bert van Rooijen creative director Tom Moulaert production, DTP Evie Van Den Broeck art, DTP Mike Weytjens art, DTP Levi Rylant art, DTP Stefaan Pauwels senior copy Isabelle Carremans copy supporting services Norberto Guieb Emily Sajulan Luzminda Sajulan contact Brandhome Lange Lozanastraat 258 box 17 B-2018 Antwerp t 0032 (0) brandhome.com company number BE

16 who are the Brandbuilders? Erik Saelens founded Brandhome in as an online knowledge institute to collect and consolidate worldwide information on branding onto an online platform, and to make it easily accessible for senior management, interested in brand management. While working at Sodexho and KPN, Erik Saelens noticed Brandhome became more popular: almost marketing and communication executives subscribed to the weekly Brandhome Brand Newsletter. Since 1997, Brandhome has launched online conferences (webcasts), organized various knowledge exchange events and edited various theses and books. In 2003, Brandhome changed from a free knowledge network into a brand consultancy company. The necessity to integrate the solutions and implementation for customers pushed Brandhome to go further than only consultancy and Brandhome became a full service brand communications group. Brandhome is based in Antwerp (Belgium) and is a leading identity driven brand communications company in the Benelux. 16.

17 who are the Brandbuilders? Nicoline Spruijt has a track record in sales, marketing and general management in FMCG and Logistics. She has more than 15 years of experience in the business. In July 2007, Nicoline Spruijt joined Brandhome as managing director. Within Brandhome, she combines the overall operational management of the group with active involvement in strategic projects of customers. Nicoline Spruijt started her career at British American Tobacco in 1991 and worked for BAT both in Sales and Marketing, nationally and internationally, operationally developing the business and internationally setting up the best practices in account management. In her different roles, she has been involved in building brands, in building structures, in achieving operational results and in many organizational development programs as well as in installing culture changes and participating in restructuring operations. In her last role, she managed a Top 100 company in Belgium with 300 people as ceo and managing director. With her team she achieved the operational results whilst successfully implementing a culture change program and upgrading the value of the company and the people. Nicoline Spruijt studied Applied Economics in Antwerp (Belgium). She has followed many national and international training programs in operational management and in people development. Nicoline is of Dutch nationality and operates fluently in English, Dutch and French. 17

18 who are the Brandbuilders? Bert van Rooijen is a communication professional with more than 18 years of experience in advertising, concept and design. In January 2012, Bert van Rooijen joined Brandhome as creative director. He is responsible for the creative management and design fulfilment of the (re)branding and communication projects within the company. Bert van Rooijen started his career as junior art director in the Netherlands in He has since worked in many advertising agencies and strategic design companies as (senior) art director and creative director and has also worked on his own as a brand communication concept and design specialist. He was a partner in the Drupsteen Saelens agency and has worked with Erik Saelens in different ways for more than 10 years, including a two-year run at Brandhome. Bert brings strategy to life with tangible concepts and design. Cross-media and platform-independent thinking are among his many strengths. He believes that brands are fundamental starting points for the creative process. The way the brand communicates lies at the foundation of how it feels, how it works, how it sounds, how it clicks, etc. His full-service skills and know-how enable him to be cross-creative in strategy, cost, concept and production. From a blank piece of paper up to final deliverables for web, mobile, radio, TV and print, Bert van Rooijen has fully evolved his skills towards building brands for all sorts of businesses and organizations, both in B2B and B2C. Bert van Rooijen graduated in 1994 at The Utrecht School of the Arts (HKU). His all-round experience means he is more than familiar with all sorts of media and skills necessary in the design and advertising business. Bert van Rooijen is of Dutch nationality and operates fluently in Dutch and English. 18

19 who are the Brandbuilders? Veronique Dedecker has over 15 years of experience in communication and advertising. Veronique is customer-oriented and her strong organizational and interpersonal skills allow her to function as the link between her clients and the Brandhome strategic and creative team. Her main aim is to ensure clients are serviced both with top quality and effectively within the boundaries of timing and budget. Previous to becoming an account manager at Brandhome in April 2010, Véronique has proven her expertise by working as an account manager for various agencies and managed her own communication agency. Véronique worked for a wide range of clients, both large and small, and different business lines like LAVA, Vlam, Unipro Bakery, Unilever Foodsolutions, ING, Panasonic, City of Antwerp, Siemens, Tyco, Flex Power Tools, Lenders Fashion & Shoes, VAB, public authorities, Red Cross, Atab, Leaf and BUGA Ital Auto. Véronique lives in the Antwerp region and is of Belgian nationality. She operates fluently in Dutch and English. 19

20 who are the Brandbuilders? Saskia Spruijt has a track record of almost 19 years in advertising and communication in the broadest sense of the term. In September 2010, Saskia Spruijt joined Brandhome. She is customer-oriented and her strong organizational and interpersonal skills allow her to function as the link between her clients and the Brandhome strategic and creative team. Her main aim is to ensure clients are effectively serviced with top quality within the boundaries of timing and budget. Previous to becoming an account manager at Brandhome in September 2010, Saskia has proven her expertise by working as an account manager for two different advertising agencies. She has worked for a wide range of clients, both large and small, spanning multiple business areas. Her portfolio includes work for Unicef, the children s fund of the United Nations, Panasonic, Bandag, VAB, the Red Cross, Atab, Leaf Belgium Distribution (Sportlife Lutti Läkerol), Bond zonder Naam, Philips and public institutions such as the City of Antwerp and the Flemish government. Saskia has a degree in Marketing & Advertising of the Brussels Solvay Business School and Antwerp Management School. Saskia lives in the Antwerp area and is of Dutch nationality. She is fluent in Dutch, English and French. 20

21 who are the Brandbuilders? Stefaan Pauwels joined the Brandhome team in He holds the position of senior copywriter, this includes putting concepts and brand identities into words, reconstructing text and obsessively fussing over spelling and grammar details on all levels of communication. It s his job to make sure Brandhome tells the right story to the right kind of crowd. Stefaan started out as a fashion and music editor, working his way up to assistant chief editor of several lifestyle print magazines before moving on to start his own advertising and communication plug-in company. During the following 7 years he has spearheaded social media and PR projects and worked as a copywriter, consultant, producer, director and ideas man for several big-name advertising agencies and media outlets. His portfolio includes work for a wide range of local and international clients such as Sony Europe, Coca-Cola Worldwide, Stannah, Delia Bank, Glacial Vitamin Water, Volvo, Jupiter, MTV, VTM, Randstad, Magnum and the Flemish Government. Stefaan received a Masters in Dutch and English Linguistics and a post-masters degree in Cultural Semiotics from the University of Leuven. He was born and raised in the Antwerp area and currently lives in the heart of Brussels. He is fluent in Dutch and English and has a working knowledge of French. 21

22 who are the Brandbuilders? Hendrik Vandecruys joined Brandhome as office manager in November He combines office & production management with the position of personal assistant to the senior management. This being Hendrik s first job, he is very ambitious and always looking for new challenges. Hendrik has strong organizational skills. His main goal is to ensure that Brandhome delivers the best quality at the right price, while always respecting the boundaries of timing and budget. He actively participates in all aspects of relationship marketing and new business. He is also the co-guardian of our Brandhome corporate identity. Hendrik has a Bachelor s degree in Public Relations of the Plantijn Hogeschool (Antwerp). He lives in the Antwerp area and is of Belgian nationality. Hendrik is fluent in Dutch, English and French. 22

23 who are the Brandbuilders? where you can find us Brandhome is located in Antwerp (Belgium) in the centre of Europe, with airports (Zaventem, Deurne, Eindhoven) and international train stations nearby and only 35 kilometers away from Brussels, the capital of Belgium and Europe. Brandhome s headquarter lies in Antwerp. Brandhome has a location in the Netherlands and invests in hubs when and where needed to better service our existing and future customers. FRANKRIJKLEI MECHELSESTEENWEG AMERIKALEI BRITSELEI LANGE LOZANASTR. K. ELISABETHLEI BELGIELEI DE MERODELEI E313 LUIK HASSELT NEDERLAND GEN. LEMANSTRAAT RING SINGEL J. VAN RIJSWIJKLAAN SINGEL RING E 17 GENT R1 GROTE STEENWEG E19 BRUSSEL MORTSEL LIER A12 BRUSSEL 23 Brandhome Lange Lozanastraat Antwerpen tel +32 (0)

24 branding trends

25 branding trends 2012 Triple A brand vision 3 (European) branding trends 2012 For 2012 there are 3 trends that emerged last year but that will manifest themselves more prominently this year. They are interdependent and support each other. Authenticity As social media have become fully fledged communication channels and new communication innovations are on the horizon (e.g. interactive TV), brands and their actions will have to become more identity driven. In other words: brands will have to be themselves, straightforward and transparent. This means more identity driven brand building and less advertising brand building. Accountability Fewer tools, more challenges, which means showing results is more important than ever. Brands must remain accountable towards internal and external stakeholders. So, more thinking before acting and less we just do things because we ve always done it this way. Activation Brands will have to be and act more sales-driven (sales drives brand) under the pressure of the financial situation of the brand owner. Brand activation, both internal and external, will become more pragmatic and will also result in tangible KPI s (key performance indicators), for the brand owner as well as for the client. So, more brand as a business tool and less brand as a toy to keep the marketing & communication departments busy. authenticity accountability activation 25

26 Brandhome work(s): cases

27 case: Belgomilk - Brugge Kaas case: Belgomilk - Brugge Kaas Brugge Kaas (a Belgian cheese brand) wanted to increase brand awareness and improve brand proposition. To do so, they asked Brandhome to create a new, global concept for a campaign. More specifically, the campaign had to: increase brand awareness; increase proposition awareness; increase recognition Brugge Kaas; create preference; generate traffic around the brand. which actions did Brandhome undertake? Before launching the new campaign, a fundamental strategic exercise had been done in a few workshops, organised by Brandhome. The participants (client) had to invent a new Brugge Kaas, in one word, image, PR, visual, etc. This resulted in at least 100 sales ideas and was the basis for developing a new strategy. Brandhome defined different communication strategies that were compared to internal and external values of personal cheese experience. In the fall of 2010, a 36.0 campaign was launched with radio spots, print advertisements as well as billboards (36.m 2, 20m 2, 2m 2 ), POS life-size ads in sales points and a Christmas card. In the points of sale, a kaasmeester (cheese master) promoted the product. campaign The campaign Mijn Brugge Kaas (My Brugge Kaas) centres on the quality and authenticity of the product and the wide variety of the offer. It fits the objectives of the brand Brugge Kaas, that is meant for everyone, every moment and that enriches your life with its passion and taste. The campaign reflects the point of view of employees of the company: they say what their favourite cheese is and why. On the one hand, the campaign focuses on the pride of the employees, the know-how, the products and the brand as such; on the other hand it emphasizes personal experiences of different forms and flavours of Brugge Kaas. Brugge kaas, Ieder zijn Smaak. 27

28 case: Belgomilk - Brugge Kaas The campaign starts off with three slogans that name different Brugge Kaas-products: Mijn Brugge Kaas? Oud Brugge. Gewoon het lekkerst op de boterham (Herman is meester kaasmaker bij Brugge Kaas sinds 1979) Mijn Brugge Kaas? Brugge Broodje. Onmisbaar voor een kaasschotel. (Hans Decock, marktkramer, verkoopt sinds 1980 Brugge Kaas) Mijn Brugge Kaas? Brugge Blomme. Heerlijk genieten met een glaasje wijn. (Alisha Bryon, werkt sinds 2007 bij Brugge Kaas) results The campaign was a hit: exact results were published in a market research. term

29 case: Belgomilk - Brugge Kaas Mon Fromage préféré? C est le Brugge Fleuron! Je le marie avec un bon vin. Quel que soit le Fromage de Brugge que vous choisissez, vous savourez la tradition et la qualité supérieure. Car, dès que vous en aurez goûté, vous en redemanderez. ALISHA BRYON travaille pour Le FROmAge BRugge depuis 2007 A chacun son goût. Découvrez votre fromage préféré sur 29

30 De campagne is in het najaar te zien: affichage van 6 oktober tot 20 oktober, abribus van 6 oktober tot 20 oktober, printcampagne van 20 september tot 19 november (Humo, Feeling, Flair, Nina, Dag Allemaal,...) radio van 4 oktober tot 24 oktober ( Radio 1, Radio 2, Classic 21) case: Belgomilk - Brugge Kaas Nieuwe campagne in het najaar Brugge Kaas speelt met deze campagne enerzijds in op de trots en de fierheid van Brugge Kaas met zijn mensen, zijn smaak, zijn kennis, zijn producten en zijn merk en anderzijds op de persoonlijke beleving van Brugge Kaas in zijn verschillende vormen en smaken. Brugge Kaas is er voor iedereen, voor elk moment en verrijkt het leven met zijn passie en smaak. De campagne start met 3 campagnelijnen: print+pos Mijn Brugge Kaas? Oud Brugge. Gewoon het lekkerst op de boterham Mijn Brugge Kaas? Brugge Broodje. Onmisbaar voor een kaasschotel. Mijn Brugge Kaas? Brugge Blomme. Heerlijk genieten met een glaasje wijn. Ieder zijn Smaak. storecheck ads abribus posters billboards (8m 2 en 20m 2 ) Mijn Brugge Kaas? Oud Brugge. Gewoon het lekkerst op de boterham. Welke Brugge Kaas u ook kiest, u geniet van traditie en superieure kwaliteit. Want wie de smaak te pakken heeft, krijgt zin in meer. Herman VerBOrGH IS meester-kaasmaker BIj BruGGe KaaS SIndS Ieder zijn Smaak. Ontdek uw Brugge kaas Op advertisements Ieder zijn Smaak. radio spots tv+radio lifesize carve out christmas card 30

31 case: Danec case: Danec Danec is owner of the brand Sioma, an extra natural, red and high oleic vegetable oil obtained of a hybrid palm tree. It is a powerful source of nutrients. The management of Danec wants to build the brand Sioma throughout the world because they believe that there is a lot of potential for the brand in the health sector. In order to build and launch a brand, some research needed to be done. objectives Brandhome was asked to conduct market research and to analyse the market in order to obtain consumer insights and evaluate the brand. consumer insights We had to determine the attitude of the consumers and/or business people towards the product. This would reflect the level of knowledge and/or level of acceptance that would influence the market entering strategy for Sioma. which actions did Brandhome undertake? We performed desk research to determine market potential and conducted a mini-consumer research to assess the attitude towards red palm oil and Sioma. We established the world/views around palm oil in order to assess the cognitive barriers to achieve product and brand awareness for Sioma. A marketing strategy workshop was conducted in South America to set up a market penetration strategy in collaboration with their senior team. campaign Not applicable results In progress 31

32 case: Danec 32

33 case: Elissa case: Elissa objectives Brandhome was asked to build a new telecom brand that embodies a lifestyle, oriented towards youngsters in Tunisia for EIT (Emirates International Telecoms). which actions did Brandhome undertake? Brandhome visited Tunesia to explore the Tunisian market and to conduct market research before determining the brand strategy. We came up with the name (Elissa) during the trip to Tunisia. The name refers to the princess that founded the city of Carthago. We designed a logo and a visual identity for the brand. We also created a communication concept to be used in the launch of the brand and for brand activation. After the launch, the product offer has been extended with new products and services. campaign To launch the brand, a descriptive introduction movie has been produced that reveals the name. Elissa was presented as if it were a person: the new girl in town that will bring you a new world, that will be everywhere, a curious person, brand new that will bring you a new world, a world of stardom chique. It s a brand that will be all around, that is trendy yet timeless and oh so classy and that s always with you. Brandhome also created a web design, a logo (multilingual) and designed billboards and advertisements for magazines. A promo team visited different summer festivals in a promo tour. results Launch of the new brand in Tunisia. site 33

34 case: Elissa print+pos billboards street furniture street art gadgets 36.0 website packaging online instruction video 34

35 case: Port of Antwerp - deepening Westerschelde case: deepening Westerschelde objectives The political relation between the Dutch region Zeeland and Gemeentelijk Havenbedrijf /Flemish government was critical because the Dutch and Flemish governments hadn t been able to reach an agreement on the deepening of the Westerschelde. When green light finally had been given, Antwerp wanted to thank Zeeland for their consent. challenge Brandhome was asked to make a strategic plan that explains and clarifies that Zeeland is better off with the deepening of the Westerschelde. To emphasize the advantages of the project for Zeeland, important communication channels were regional media as well as specific occasions. which actions did Brandhome undertake? Brandhome made a strategic plan for Gemeentelijke Havenbedrijf to convey the message (advantages deepening) to Zeeland. Prominent social instances and the media needed to be addressed to have the opinion of the Zeeuwen nuanced. This plan was translated into a creative concept that was implemented into different media. Brandhome also made a media plan and was responsible for purchasing media. campaign The graphic design of the campaign was powerful and enforced by effective one-liners. The header Verdieping Westerschelde: ook Zeeland vaart er wel bij (meaning: the deepening of the Westerschelde is also good for Zeeland) was also the immediate rational translation of the topic. The campaign consisted of print advertisements (page ads), radio commercials and an online roll-out. results The campaign could count on a lot of free publicity in the media concerned with the matter and was a discussion topic for a certain period of time. The best result was a meeting between Commissaris van de Koningin and the Port community Antwerp a few weeks after the launch of the campaign. term December 2009 July

36 case: Port of Antwerp - deepening Westerschelde De verdieping gaat Door. voor De Haven van antwerpen De stap naar een welvarend scheldegebied. en voor ZeelanD? Ontdek de andere kant van de verdieping OP 12 februari zijn de werkzaamheden gestart, 12 drempels worden verlaagd. Door die verdieping kan de haven van Antwerpen op een gezonde manier concurreren met andere havens van formaat. En ook Zeeland vaart er wel bij. De Nederlandse overheid becijferde dat de verdieping Nederland 400 tot 700 miljoen euro oplevert. Een deel daarvan vloeit ook terug naar Zeeland. Is iedereen tevreden? Nee. Waarom? Ontpolderen. Over ontpolderen leeft, ten onrechte, het idee dat het een direct gevolg is van de verdieping van de Westerschelde. Het is wél zo, dat Vlaanderen en Nederland afspraken hebben gemaakt om samen te werken aan de toegankelijkheid, de veiligheid en de natuurlijkheid van het Scheldegebied. Die afspraken staan in een verdrag. De haven van Antwerpen zal zich hieraan houden. Immers, goede afspraken maken goede vrienden. Is de haven van Antwerpen tevreden? Ja. Waarom? De haven van Antwerpen wil vooruit en wil samen met Zeeland de stap zetten naar een welvarend Scheldegebied. verdieping westerschelde; ook ZeelanD vaart er wel bij. 36.

37 12 februari zijn de werkzaamheden gestart, 12 drempels worden verlaagd. Door die verdieping kan de haven van Antwerpen op een gezonde manier concurreren met andere havens van formaat. En ook Zeeland vaart er wel bij. De Nederlandse overheid becijferde dat de verdieping Nederland 400 tot 700 miljoen euro oplevert. Een deel daarvan vloeit ook terug naar Zeeland. Is iedereen tevreden? Nee. Waarom? Ontpolderen. Over ontpolderen leeft, ten onrechte, het idee dat het een direct gevolg is van de verdieping van de Westerschelde. Het is wél zo, dat Vlaanderen en Nederland afspraken hebben gemaakt om samen te werken aan de toegankelijkheid, de veiligheid en de natuurlijkheid van het Scheldegebied. Die afspraken staan in een verdrag. De haven van Antwerpen zal zich hieraan houden. Immers, goede afspraken maken goede vrienden. Is de haven van Antwerpen tevreden? Ja. Waarom? De haven van Antwerpen wil vooruit en wil samen met Zeeland de stap zetten naar een welvarend Scheldegebied. case: Port of Antwerp - deepening Westerschelde print+pos De verdieping gaat Door. voor De Haven van antwerpen De stap naar een welvarend scheldegebied. en voor ZeelanD? digital Ontdek de andere kant van de verdieping OP De verdieping WeSTerSCHeLDe gaat Door. De WerKZaaMHeDen ZiJn gestart. ontdek Hier WaT u MiSSCHien nog niet WiST. verdieping WeSTerSCHeLDe; ook ZeeLanD vaart er WeL bij. verdieping westerschelde; ook ZeelanD vaart er wel bij. De verdieping WeSTerSCHeLDe gaat Door. De WerKZaaMHeDen ZiJn gestart. advertisement ontdek Hier WaT u MiSSCHien nog niet WiST. verdieping WeSTerSCHeLDe; ook ZeeLanD vaart er WeL bij. webbanners 36.0 verdieping radio spots tv+radio tv spot 37

38 case: Port of Antwerp - Staten Generaal case: Staten Generaal Port of Antwerp objectives Gemeentelijk Havenbedrijf and Alfaport joined together in times of crisis to work out an extensive plan to guarantee and extend the competitiveness of the Port of Antwerp. The Port wanted to share these plans, initiatives and the vision on the future with a solid base for the Port to count on. Brandhome was asked to: organise (for the first time) an event - Staten Generaal - that communicates the strategic plan & projects to all companies and stakeholders that are part of and/or linked to the Port/ Alfaport; make sure that the participants would leave the event well informed and sensitized; create a momentum that puts forward all the efforts of the global Port of Antwerp community and that pushes the POA into the future; which actions did Brandhome undertake? Brandhome invented, developed and implemented the concept of the event based on the content that had been created by the teams of the Port of Antwerp. We translated the concept into a show, into messages, a motto, a project style, a logo. The concept supported the message of the Port of Antwerp as a competitive port. A save the date announced the event and an invitation in the project style gradually revealed more information in the period before the event. campaign From the power of the Port, unify with all forces that joined together to make plans, emerged the concept Sterk door Samenwerk (meaning: together we can do more). The project style is closely linked to the power of a group, team, success and aiming for. The show included movies made by people & partners of the Port, clients, interviews and speeches, telling the story of a competitive plan for a competitive port, mentioning the initiatives, status of the different projects and future developments and plans. The campaign started off with a teasing save the date (containing all the data for the event) that literally was a closed curtain. About 2000 staff members from the large group of stakeholders were invited. 38

39 case: Port of Antwerp - Staten Generaal An actual invitation revealed de Staten Generaal and incited people to register for this very important evening. Meanwhile all items for this unforgettable event were being produced; video interviews with internal key players and clients were made, host Kurt van Eeghem received a briefing, a Belgian politician (minister Crevits) confirmed her presence, all the topics that would be discussed, existing pictures were prepared and organised into an evening programme. results There were about 650 visitors; all of them were enthusiastic about the happening. On the night of the event, the participants received a link to a website where they could find all the interviews, speeches and a fun recap and impressions of the evening. term mid May June

40 case: Port of Antwerp - Staten Generaal 40

41 De STATEN GENERAAL van de ANTWERPSE HAVEN stelt de resultaten uit het totaalplan naar een meer concurrentiële haven voor. Vanaf 17h00 wordt u in de Foyer ontvangen en naar de theaterzaal begeleid. Om 18h00 stipt start de STATEN GENERAAL van de ANTWERPSE HAVEN met presentator Kurt Van Eeghem. Eddy Bruyninckx en Roger Roels presenteren mee en ontvangen verschillende gasten onder wie Vlaams minister van Mobiliteit en Openbare Werken, Hilde Crevits. De werkgroepen die aan de basis van dit totaalplan liggen, komen aan bod tijdens gesprekken en filmpjes. De uitleiding met toekomstvisie brengt Marc Van Peel. Rond 19h45 begint de receptie met hapjes. Om 21h30 sluit het theater terug de deuren. Informatie over de route en het parkeren vindt u op de website van de Stadsschouwburg: Sterk door Samenwerk Marc Van Peel, voorzitter Gemeentelijk Havenbedrijf Antwerpen en havenschepen Roger Roels, voorzitter Alfaport Eddy Bruyninckx, gedelegeerd bestuurder Gemeentelijk Havenbedrijf Antwerpen Rudi De Meyer, gedelegeerd bestuurder Alfaport Gelieve deze kaart mee te brengen naar de STATEN GENERAAL. De barcode op de achterzijde garandeert een vlotte toegang. Sterk door Samenwerk Voornaam Naam bedrijf straat nr postcode gemeente case: Port of Antwerp - Staten Generaal digital projection save the date presentation 36.0 Robin (voornaam) Soenen (achternaam) 3 plus (organisatie) badge print+pos PROGRAMMA hebben de eer en het genoegen u te verwelkomen op de STATEN GENERAAL van de ANTWERPSE HAVEN dinsdag 22 juni 2010 in de Stadsschouwburg te Antwerpen code 3-plus STATEN GENERAAL van de ANTWERPSE HAVEN 22 juni 2010 invitation 41

42 case: Port of Antwerp - Opening MAS Havenpaviljoen case: Opening MAS Havenpaviljoen objectives Gemeentelijk Havenbedrijf Antwerpen is proud to present Mas Havenpaviljoen, a (contemporary) realisation that brings the Port closer to the general public. There was a tender that consisted of a plan of action and the communication campaign for the opening of Mas Havenpaviljoen in February The challenge for Brandhome was to limit the media spending yet to create sufficient visibility and a strong link with the roots of the Port of Antwerp. It was important to take into account the different target groups and specific objectives. which actions did Brandhome undertake? The communication about the opening of Mas Havenpaviljoen was conducted in two phases: the communication preliminary to the opening and the communication post-opening. The opening event as such was, of course, a communication tool and communication moment, and the personification of the message that we wanted to convey. Besides intensive efforts for free publicity, other communication tools were used too: an advertising campaign in and around Antwerp an advertising campaign in newspapers, reinforced by the many news articles (= free publicity) invites for the opening event clear flyers en brochures for visitors an online banner campaign 42

43 case: Port of Antwerp - Opening MAS Havenpaviljoen campaign Brandhome opted consciously for simple communication that conveyed a powerful message of openness, transparency, innovation and tradition. The new MAS Havenpaviljoen represents the Port of Antwerp; it symbolizes the importance of the port to the city and to the general public, who do not always know what goes on behind the gates of a port. Therefore, keywords were experience and live, linked to a unique 36.0 experience by means of a screen on which one could live the Port. The official opening of the MAS Havenpaviljoen thus also was a chance to re-open the port symbolically to the public. The symbolism associated the most with the opening and inauguration in the maritime sector is a ship launching ( scheepsdoop in Dutch). From this emerged the concept D Opening, that is a contraction of doop (launch) and opening. A ship launch is also closely associated with water and that s why the concept perfectly fits the MAS Havenpaviljoen and its surroundings. The general communication towards the public emphasized live. results The campaign was a huge success. At the first day of the opening, the first visitors were waiting in front of the door at 9h30, the last left the Havenpaviljoen past 17h30. There were more than 700 visitors the first day and they were all enthusiastic. All newspapers published articles about the event, so we could conclude that our campaign must have struck the eye. This is what Kurt Tuerlinckx of Gemeentelijk Havenbedrijf Antwerpen declared afterwards: In a short period of time, Brandhome has managed to create a powerful concept for an interactive experience at the foot of het MAS (Museum Aan de Stroom). The concept appeals to the public and is easy to translate into various communication carriers. D Opening is communicatively successful too. term beginning of January 2011 mid May

44 case: Port of Antwerp - Anniversary MAS Havenpaviljoen case: Anniversary MAS Havenpaviljoen objectives To celebrate the first anniversary of MAS Havenpaviljoen, Brandhome was asked to develop a campaign that fitted with the campaign for the launch that we had created the year before. The message was clear forward: visit MAS on the 4th or 5th of February to celebrate one year MAS Havenpaviljoen. which actions did Brandhome undertake? Brandhome designed new print items for the festivities in line with the campaign we made last year. campaign To announce the event to the public, posters were spread, advertisements were published and flyers/folders were distributed. During the festivities in MAS Havenpaviljoen, greeting cards were available to visitors so they could send greetings to their friends and family. results About 850 people attended the festivities. 44

45 HVA_1J_MAS_poster_A0_3.indd 1 05/01/12 11:26 case: Port of Antwerp - Opening MAS Havenpaviljoen 1 JAAR MAS HAVEN PAVIL ZA 4 & ZO 5 FEBRUARI 2012 JOEN van 9u30 tot 18u00 aan de voet van het MAS Het MAS Havenpaviljoen is één jaar! Dat verdient een feestje en graag nodigen we u hiervoor uit! Kom langs voor muziek, cupcakes, verhalen over de haven en een stroom aan andere verrassingen. Meer info op de website! V.U.: Kurt Tuerlinckx, Gemeentelijk Havenbedrijf Antwerpen, Havenhuis, Entrepotkaai 1, B Antwerpen 45

46 case: Port of Antwerp - Opening MAS Havenpaviljoen facebook page HVA_1J_MAS_postkaart_150x100_EN_2.indd 1 V.U.: Kurt Tuerlinckx, Gemeentelijk Havenbedrijf Antwerpen, Havenhuis, Entrepotkaai 1, B Antwerpen from the mas Port PAvilion ZAT 4 & ZON 5 februari /01/12 11:28 ZATERDAG 4 FEBRUARI u30 Henk Mesuere vertelt het verhaal van de Belgica-expeditie: Jan Van Mirlo, ontdekkingsreiziger naar het onbekende Zuidland 13u-13u30 Henk Mesuere vertelt het verhaal van de Belgica-expeditie: Jan Van Mirlo, ontdekkingsreiziger naar het onbekende Zuidland 14u 14u-15u 9u30 Henk Mesuere vertelt het verhaal van de Belgica-expeditie: Jan Van Mirlo, ontdekkingsreiziger naar het onbekende Zuidland 14u-15u 1 JAAR MAS HAVEN PAVIL JOEN ZAT 4 & ZON 5 FEBRUARI 2012 flyer_a5_3.indd HVA_1J_MAS_ Henk Mesuere vertelt het verhaal van de Belgica-expeditie: Jan Van Mirlo, ontdekkingsreiziger naar het onbekende Zuidland 15u-15u30 Henk Mesuere vertelt het verhaal van de Belgica-expeditie: Jan Van Mirlo, ontdekkingsreiziger naar het onbekende Zuidland 17u-17u30 Henk Mesuere vertelt het verhaal van de Belgica-expeditie: Jan Van Mirlo, ontdekkingsreiziger naar het onbekende Zuidland Henk Mesuere vertelt het verhaal van de Belgica-expeditie: Jan Van Mirlo, ontdekkingsreiziger naar het onbekende Zuidland 18u Versier je cupcakes op de mezzanine! Einde festiviteiten Einde festiviteiten signage 1 grote familie 9u30-18u Start festiviteiten 360 Gratis ontbijt voor 50 personen. Wie eerst komt eerst eet! 11u-11u30 Henk Mesuere vertelt het verhaal van de Belgica-expeditie: Jan Van Mirlo, ontdekkingsreiziger naar het onbekende Zuidland 13u-13u30 Henk Mesuere vertelt het verhaal van de Belgica-expeditie: Jan Van Mirlo, ontdekkingsreiziger naar het onbekende Zuidland Versier je cupcakes op de mezzanine! 15u-15u30 Henk Mesuere vertelt het verhaal van de Belgica-expeditie: Jan Van Mirlo, ontdekkingsreiziger naar het onbekende Zuidland 17u-17u30 Henk Mesuere vertelt het verhaal van de Belgica-expeditie: Jan Van Mirlo, ontdekkingsreiziger naar het onbekende Zuidland 18u Versier je cupcakes op de mezzanine! Einde festiviteiten ZONDAG 5 FEBRUARI u30 Henk Mesuere vertelt het verhaal van de Belgica-expeditie: Jan Van Mirlo, ontdekkingsreiziger naar het onbekende Zuidland Henk Mesuere vertelt het verhaal van de Belgica-expeditie: Jan Van Mirlo, ontdekkingsreiziger naar het onbekende Zuidland Versier je cupcakes op de mezzanine! Henk Mesuere vertelt het verhaal van de Belgica-expeditie: Jan Van Mirlo, ontdekkingsreiziger naar het onbekende Zuidland 10u-11u Gratis ontbijt voor 50 personen. Wie eerst komt eerst eet! Henk Mesuere vertelt het verhaal van de Belgica-expeditie: Jan Van Mirlo, ontdekkingsreiziger naar het onbekende Zuidland 17u-17u30 Signeer- en fotosessie Port of Antwerp Giants 17u-17u30 14u30-16u30 9u30-18u Start festiviteiten 13u-13u30 15u-15u30 14u30-16u30 Havenschepen Marc Van Peel blaast 1 kaarsje uit en iedereen mag een ballon de lucht inlaten! 15u-15u30 18u 9u30 10u-11u 11u-11u30 14u30-16u30 9u30-18u Henk Mesuere vertelt het verhaal van de Belgica-expeditie: Jan Van Mirlo, ontdekkingsreiziger naar het onbekende Zuidland 13u-13u30 14u30-16u30 ZONDAG 5 FEBRUARI 2012 Start festiviteiten 11u-11u30 14u Havenschepen Marc Van Peel blaast 1 kaarsje uit en iedereen mag een ballon de lucht inlaten! Signeer- en fotosessie Port of Antwerp Giants 05/01/12 11:28 B2B ZATERDAG 4 FEBRUARI u30-18u Start festiviteiten 11u-11u30 18u HVA_1J_MAS_postkaart_150x100_NL_2.indd 2 rpen.be 1 JAAR MAS HAVEN PAVILJOEN Einde festiviteiten Doorlopend Deskundige uitleg in het MAS Havenpaviljoen over het reilen en zeilen in de Antwerpse haven Laat gratis je postkaart versturen! Jean sur Mer verkoopt lekkere vishapjes en drankjes aan het Willemdok Het kleinste soepkraam ter wereld houdt je warm Bibberen of je laten fotograferen kan bij onze ijssculptuur zolang die niet gesmolten is! 20/01/12 10:46 1 HVA_1J_MAS_flyer_A5_3.indd 2 20/01/12 10:46 flyer peep board 1 JAAR MAS HAVEN PAVIL JOEN ZAT 4 & ZON 5 FEBRUARI 2012 ZATERDAG 4 FEBRUARI u30 Henk Mesuere vertelt het verhaal van de Belgica-expeditie: Jan Van Mirlo, ontdekkingsreiziger naar het onbekende Zuidland 13u-13u30 Henk Mesuere vertelt het verhaal van de Belgica-expeditie: Jan Van Mirlo, ontdekkingsreiziger naar het onbekende Zuidland 14u 14u-15u 14u30-16u30 Havenschepen Marc Van Peel blaast 1 kaarsje uit en iedereen mag een ballon de lucht inlaten! Signeer- en fotosessie Port of Antwerp Giants Versier je cupcakes op de mezzanine! 15u-15u30 Henk Mesuere vertelt het verhaal van de Belgica-expeditie: Jan Van Mirlo, ontdekkingsreiziger naar het onbekende Zuidland 17u-17u30 Henk Mesuere vertelt het verhaal van de Belgica-expeditie: Jan Van Mirlo, ontdekkingsreiziger naar het onbekende Zuidland 18u 9u30 9u30-18u Start festiviteiten Gratis ontbijt voor 50 personen. Wie eerst komt eerst eet! 11u-11u30 Henk Mesuere vertelt het verhaal van de Belgica-expeditie: Jan Van Mirlo, ontdekkingsreiziger naar het onbekende Zuidland 13u-13u30 Henk Mesuere vertelt het verhaal van de Belgica-expeditie: Jan Van Mirlo, ontdekkingsreiziger naar het onbekende Zuidland 14u30-16u30 Versier je cupcakes op de mezzanine! 15u-15u30 Henk Mesuere vertelt het verhaal van de Belgica-expeditie: Jan Van Mirlo, ontdekkingsreiziger naar het onbekende Zuidland 17u-17u30 Henk Mesuere vertelt het verhaal van de Belgica-expeditie: Jan Van Mirlo, ontdekkingsreiziger naar het onbekende Zuidland 18u Einde festiviteiten Doorlopend Deskundige uitleg in het MAS Havenpaviljoen over het reilen en zeilen in de Antwerpse haven Laat gratis je postkaart versturen! Jean sur Mer verkoopt lekkere vishapjes en drankjes aan het Willemdok Het kleinste soepkraam ter wereld houdt je warm Bibberen of je laten fotograferen kan bij onze ijssculptuur zolang die niet gesmolten is! ads 46 installation Einde festiviteiten ZONDAG 5 FEBRUARI u-11u wat ten en alles aan sen, groe Voor wen het voorbije jaar t wil. je even over enpaviljoen kwij Hav het MAS 9u30-18u Start festiviteiten 11u-11u30 cupcakes

47 case: Loyens&Loeff - Sharp minds case: Loyens&Loeff - Sharp minds objectives Law office Loyens&Loeff wanted by the end of the 2010: continue working on brand awareness breathe new life into the existing website and generate traffic on the new website with amongst others a new programme of seminars for 2011 challenges Brandhome was asked to: make a concept for a distinct advertising campaign that will appear in the financial press ( De Tijd and l Echo - cf. Financial Times in UK; Wall Street Journal in USA); let the clients of Loyens&Loeff know that there is a new website; make sure that all these communication tools are in line i.e. (look & feel). which actions did Brandhome undertake? Brandhome created a concept for the campaign with a powerful design and effective copy contributing to the distinctiveness of the campaign. Brandhome made a media plan and was responsible for purchasing print and online advertising space. We also upgraded the website by building in new facilities and by redesigning the site. To generate traffic, Loyens&Loeff s clients received a mailing with the link of the new website. The concept of the mailing consisted of a letter, card and pencil and was produced by Brandhome. campaign The online and print campaign contained powerful one-liners with a link to the future and to Loyens&Loeff s pay-off, clear solutions by sharp minds. The future was the link to the New Year where clear, sharp advice would be provided by the lawyers of L&L. Examples: A Happy Beyond all reasonable doubt, Our mind is on the future and your future is on our minds. A literally uncut pencil and a card conveyed the message Stay Sharp. It was also the invitation to the seminars of the year to come (2011). A letter explained what the campaign was all about. term 1 November December