Ziggo Design & Branding ZIGGO STUDIO by DAY CREATIVE BUSINESS PARTNERS

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ZIGGO STUDIO

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Industry Retail, Distribution & Rental companies
Media Design & Branding
Market Netherlands
Agency DAY CREATIVE BUSINESS PARTNERS
Released August 2010

Credits & Description

Category: Permanent Retail
Advertiser: ZIGGO
Product/Service: RETAIL SHOP
Agency: DAY CREATIVE BUSINESS PARTNERS
Date of First Appearance: Aug 23 2010
Entrant Company: DAY CREATIVE BUSINESS PARTNERS, Amsterdam, THE NETHERLANDS
Managing Partner: Louk de Sévaux (Day Creative Business Partners)
Creative Partner: Gesina Roters (Day Creative Business Partners)
Interior Designer/Project Leader: Tsjong Won Bruinsma (Day Creative Business Partners)
Interior Designer/Project Leader: David Verburg (Day Creative Business Partners)
Media placement: Retail Shop - Retail Shops In The Netherlands - 23-08-2010

Describe the brief from the client
Ziggo is the biggest provider of cable services in the Netherlands. Sales are made through a network of
dealers. In order to get closer to consumers the decision was made to explore the option to start a direct retail channel. DAY was charged with this project, which included three phases:

1. Explore feasibility and research into different options.
2. Create a retail business model.
3. Develop a retail concept and design.

Ziggo, being the last brand to enter the telecom retail market, had a great opportunity to set a new benchmark. Within telecoms, all retail formulas offer similar products and services. Ziggo had the chance to set itself apart from the rest with fresh ideas and innovation.

Describe the challenges and key objectives
We focused on the purpose of a cable connection, not the technology itself. The telecom industry is gradually moving towards a content-centred approach; DAY used this as a starting point and made content the central point in the new retail strategy for Ziggo. A retail platform was created around content, sales and service, in which partners of Ziggo can participate. These include broadcasting companies, producers, hardware suppliers and many more.
This is also the backbone of the business model; unique and innovative revenue streams are added to regular sales.

Describe how you arrived at the final design
We developed the Ziggo Studio - the place where consumers meet Ziggo’s content, service and products.
The brand’s activation is at the forefront of the store with a lively mix of events in the field of service, sales promotion and content. Live recordings, meet and greets and workshops are combined with sales and service, building a unique relationship with consumers and manifesting long-term brand loyalty. The interior design reflects a studio style and shares in Ziggo’s flexibility, making for an easy environment to develop and update. This flexibility fits in with the changing pace of this industry.

Give some indication of how successful the outcome was in the market
The process resulted in an innovative business model through which Ziggo teamed up with large broadcasting companies to jointly offer a unique blend of service, sales and content. The first pilot store opened early 2010, and roll out is now in progress. Qualitative and quantitative results all exceed expectations.