Arkitektkopia Promo, Case study INHOUSE2011 by BerntzonBylund

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INHOUSE2011

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Industry Shows, Events & Festivals, Business equipment & services, Corporate Image
Media Promo & PR, Case study
Market Sweden
Agency BerntzonBylund
Creative Director Hans Bylund
Art Director Johan Gustafsson, Erik Olsson
Designer Marie Carlström
Released September 2012

Credits & Description

Category: Corporate Communication
Advertiser: ARKITEKTKOPIA
Product/Service: CORPORATE EVENT
Account Executive: Joachim Berntzon (BerntzonBylund)
Creative Director: Hans Bylund (BerntzonBylund)
Art Director: Johan Gustafsson (BerntzonBylund)
Art Director: Erik Olsson (BerntzonBylund)
Account Executive: Peter Austler (BerntzonBylund)
Production Manager: Ewa Nero (BerntzonBylund)
Interactive Producer: Claes Boklund (BerntzonBylund)
Designer: Marie Carlström (BerntzonBylund)
Media placement: Press Release - Dagens Media - 24 June 2010
Media placement: Press Release - Dagens Media - 15 September 2010
Media placement: Press Release - Dagens Media - 27 January 2010
Media placement: Press Release - Dagens Media - 15 February 2010
Media placement: Press Release - Dagens Media - 16 February 2010

Summary of the Campaign
Challenge:
Swedish print house Arkitektkopia wanted to become the preferred choice of Swedish marketing departments as a direct distributor. The challenge was to stand out in a highly generic market where price is the main competitive angle.

Objective:
Arkitektkopia decided to become "the marketing department’s best friend", they wanted to be seen as a communications partner rather than just a distributor of products and services. Easier said than done...

Strategy
How do you become someone’s best friend? Well it's a good start to show them how much you respect them. Arkitektkopia decided to put the limelight on all those heroes working in marketing departments.

Arkitektkopia invented "Inhouse2011 - Sweden’s first advertising award where advertising agencies are not allowed."

Just as in any advertising award there were a number of categories to participate in and a jury of well know marketing people to pick out the winners.

The outcome:
Inhouse2011 is now well established. 100 Swedish companies participated with 150 entries. The award-gala was a huge success with 400 guests and the message from the audience was clear - "next year we are really going to go for gold!"

The Situation
The competition in the printing industry is fierce. The products are very generic and it is hard to stand out just by your products and solutions.

The buyers very often go via advertising and production agencies. And no printing house has really focused on direct contact with marketing departments - this is where Arkitektkopia saw an opportunity.

The Goal
Arkitektkopia wanted to be seen as a communications partner rather than just a distributor of products and services. The vision is to become the marketing department’s best friend. And the first goal was to get meetings with 50 of the top marketing departments to discuss communication planning rather than as before - just presenting products.

The Strategy
How do you become someone’s best friend? Well it's a good start to show them how much you respect them.

Arkitektkopia decided to put the limelight on all those heroes working in marketing departments, people who very often end up in the shadow of the creative advertising agencies...

Arkitektkopia invented "Inhouse2011 - Sweden’s first advertising award where advertising agencies are not allowed"

The communications strategy was to use Inhouse2011 as a communications engine. Via Inhouse2011 Arkitektkopia gained a unique position in the Swedish printing industry. Not only did they give all those marketing people their own arena to be seen at - they also addressed an interesting topic - "Inhouse production is a growing segment".

By launching Inhouse - Arkitektkopia made their clients become heroes.

Execution
One of the main purposes of Inhouse2011 was to create something to talk about the whole year. We started communicating the award in May 2010 and continued doing so until the award in February 2011.

Inhouse contained a number of reasons to "talk". The launch of the event, presenting the jury, presenting the participants, presenting the nominees etc etc...

Arkitektkopia teamed up with marketing weekly Dagens Media to secure PR and public interest. Dagens Media is focused on marketing managers and became head sponsors of the award.

We created a number of categories to participate in and a jury of well know marketing people to pick out the winners.

The gala itself was one of the most important ingredients - by creating a really happening event we gave the audience a live experience of Arkitektkopia - but most of all, we created a huge interest to participate again, in Inhouse2012.

Documented Results
Inhouse2011 has placed Arkitektkopia top-of-mind in almost every marketing department in Sweden. Arkitektkopia now finds getting salesmeetings with new prospects a lot easier. The target was to get new yearly business from companies attending the gala that would cover all investments for the gala. Already today (May 2011), only three months after the gala, Arkitektkopia has got new business to a value of 370,000 Euros from companies that participated, a sum that more than well covers the investment (approx 300k). And also, they're no longer regarded as just another supplier. Arkitektkopia clearly feel that they are now regarded as an initiated business partner that cares about the marketing departments.