Lifes2good is a global health and beauty company with multiple brands worldwide. Lifes2good sell their products through retail and online, however they were unhappy with the quality and performance with their old website. Cygnus reviewed their website, learned more about the company and were able to produce a high-quality, in-depth solution.
Cygnus discussed what Lifes2good needed from their sites and developed a responsive, user friendly Magento eCommerce website. Cygnus used the more robust Enterprise edition of Magento to make the sites as powerful and fully featured as possible. The aim for the new websites were to be aesthetically pleasing, as well as make the customer journey from viewing products to completing the checkout as simple as possible. The sites also needed integration with the clients Salesforce system, which is a customer relationship management product Lifes2good use to gather customer data.
Lifes2good and Cygnus have worked together to produce over 30 websites spanning 7 languages with Cygnus primarily handling the build and maintenance of the sites. Cygnus have implemented heavy customisation and modules to the sites to fit Lifes2goods needs and requirements, including a payment gateway, a customisable product builder, one page mini eCommerce sites and many more. These websites use a large number of different payment methods including Paypal, Authorize.net, Realex, Multibanco, NAB transact and many more to cater for the different country markets requirements.
Lifes2good and Cygnus are currently still adding new brands and country stores websites, as well as building a new, professional WordPress site for the Lifes2good corporate website.
Mercedes-Benz New Registration Campaign
As part of Mercedes-Benz Vans growth strategy for 2016, Cygnus were briefed to help engage new and existing customers in order to substantially increase sales for the biggest September registration push they had ever attempted. All material would need to be able to flex, focusing on the complete range of vehicles or an individual model, plus incorporating a 0% APR offer.
Our response included a completely integrated campaign with national radio and press through to Dealer marketing and local advertising. The challenge for the creative team was to convey a very straight tactical message whilst upholding the brand’s integrity and premium look and feel.
The result was very simple – the best sales/registrations for Mercedes-Benz Vans for any single month – quite simply, job done!
BP P10 campaign
BP challenged Cygnus to create a Nectar points awareness campaign to roll out across nationwide forecourts. The objective of the campaign was to increase awareness that Nectar points can be collected at all BP sites, engage the customer through their journey and develop creative in the new “green lights” styling.
Cygnus created warm, engaging and emotional campaign graphics and headlines to highlight the benefits of Nectar points and how they can be spent at various Nectar partners.
Mercedes-Benz New Vito Launch
In 2015 Mercedes-Benz Vans launched The New Vito. We were briefed with the task to launch the vehicle to market, in an exciting and engaging way.
Our challenge was to devise a strategy for an awareness campaign that touched all parts of the Mercedes-Benz landscape. This included the nationwide Dealer Network, incorporating both print and digital into the national advertising plan and ensuring consistency across the national website and social media channels.
Our multi-channel proposal began with an internal launch of the vehicle. We installed a complete takeover of the communal atrium space at the Mercedes-Benz head office, branding as many surfaces as possible with the strapline ‘Raise Your Game’.
The internal launch was followed by a Retail Roadshow; a series of weekend shopping centre visits. Touring the UK, the Mercedes-Benz Vito visited shopping centres throughout the country, raising awareness of the new van with staff on hand to talk to customers. We encouraged shoppers on to the stand using the interactive reflex game ‘BATAK’, creating a competition between cities and using social media to share pictures and the top scores of each event. Twitter and Instagram were our key platforms to for this.
To support the roadshow, media space was booked at each location, we branded lifts, escalators, digital screens and shopping centre structures. We used digital screens on the stand to showcase moving content.
Throughout the campaign the roadshow and social media posts were supported with above the line national advertising. We utilised the key campaign image to create consistency across media and increase familiarity.
We engaged with up to 895,000 shoppers across the campaign, strategically selecting and collaborating with some of the busiest, most prominent retail locations across the UK during this peak seasonal period. This, combined with our marketing support for the UK Dealer Network, as well as national social media activity, helped further drive awareness of the launch.
Homebase Big Ticket Mailer
Homebase challenged Cygnus to create an engaging direct mail piece to inspire customers to purchase Kitchens and other Big Ticket Items during a promotional offer period.
A warm, emotional ‘Pinterest-style’ inspired DM piece that engages customers at the right time, with the right message, ie whilst they are in the DIY/renovation mindset. 4 versions of the mailer creative and messaging were developed to target customers at specific budget tiers and to communicate that Homebase has everything to bring their home improvement dreams to life.
Mercedes-Benz Social Activity
Mercedes-Benz Vans UK had two very different coexisting social media strategies; one that focused on the entire product range and one that focused on the Vito Sport model only. The audiences, tone and content were treated separately with no crossover. Cygnus came on board to help align and integrate the social media strategy.
Cygnus created a community management process, day-to-day content strategy as well as delivering campaign content. The community management involves an ‘always on approach’ making sure that queries are dealt with as quickly and efficiently as possible. The content strategy works to include product, finance and service information as well as being reflective of the brand objectives. Campaigns to celebrate the 20th anniversary of the Sprinter model and to raise awareness around the 65 Plate have gone live, alongside tactical opportunities for quick turnaround content such as the brand being mentioned on Channel 4’s First Dates.
Despite the shift in content themes, followers continue to grow steadily across the social media channels. The 20 Sprinter campaign with PopbangColour amassed 36,300 Twitter impressions in five days and involved the brand’s inaugural live-stream on Periscope, while Nick Knowles retweeted his personalised bumper to his 75,000 followers during the 65 Plate campaign.
Mercedes-Benz Van Experience Live 2015
Based on our creative established for the event in its previous year, our challenge was to develop the concept further in 2015 to ensure we maintained a familiar and consistent yet striking visual identity across all internal, Dealer-based, customer and venue communications. A key objective was to ensure that we could extend the life of the creative beyond this year, as the 2015 event was to be held at a brand new location that was provisionally contracted for the subsequent two years. In short, we needed to fill a large space, on a budget and with greater impact than ever before.
Through careful planning of all facets of the customer journey and the fastidious execution and rollout of impactful brand and key messaging, we were able to create a truly Mercedes-Benz-owned environment that environment with and engaged key audiences (internal and external).
Our biggest challenge was to ensure a smooth flow of footfall from guest arrival on-site, to the main branded areas. This continued through Concept 1, with its uniquely shaped wings which provided an area measuring almost 1,500 m2, into the main seated area, Concept 2, which provided 1,250m2 in one vast open space.
Not only did we create a hugely successful and unique branded event in a space almost double the size of the previous year, but we delivered, at 70% of the previous budget.
For the first time in 2015, we were also responsible for the planning and management of a live social campaign to support before, during and post the event.
The Frem Group has grown organically through business acquisitions. Cygnus came on board to advise on how the
wider group could bring together all its subsidiary businesses, companies and identities under a single group identity.
After thorough brand auditing and strategic planning, Cygnus established a brand plan and refreshed identity for Frem Group. This was activated across all brand touch-points, including web, social and showroom, together with integrated and product specific brochures.
“Working to extremely tight deadlines Cygnus have successfully transformed our marketing approach. A brand refresh has given our business a fresh, contemporary image and a new comprehensive product catalogue and web site has enabled us to set a marketing standard that our competitors and peers will find hard to match.”
Group Managing Director
As part of Buxton Water’s on going strategy to be the experts in natural hydration, in 2015 they continued their support and sponsorship of the Virgin Money London Marathon. Our challenge was to create maximum impact, exposure and engagement across all marathon activity, seeding the #withyoualltheway twitter handle and making Buxton Water integral to the Virgin Money London Marathon, the participants and spectators.
A 360° integrated campaign across social media, print and experiential activity. Tactical press and OOH in the run-up to, and following, the marathon. An impactful, destination, ‘experts-in-hydration’ stand at the Virgin Money London Marathon Expo at Excel, London. Continuous twitter conversation and a competition to ‘Run With a Loved One’ in a specially designed Buxton Water lane at mile 16 of the marathon course including VIP areas for runner’s families. Last, but not least, the 24 hour Tube station takeover of Canada Water with sampling activity – the first time TFL have allowed a brand such unprecedented access.
“All the visibility that we had was amazing – really pleased with everything”
Buxton and Nestlé Pure Life
Mercedes-Benz Dave Idents
Mercedes-Benz Vans were presented with an eleventh hour opportunity to secure a lucrative sponsorship of a new, peak strand of programming on UKTV’s Dave Channel.
A first for the brand. After a successful competitive bid, we were then challenged with the task of developing not only the creative execution, but to deliver a full production solution within a one month period, before launch on the channel.
Working to a very strict set of content guidelines, we rose to the challenge delivering a series of twenty 10 second idents in record time. From the initial creative concept, we developed storyboards for a series of fictitious and witty company names, with suitable variation to ensure the longevity of the idea.
Celebrating the personality and uniqueness of the van driving Great British public, we highlighted the stylish and practical Sprinter, Vito and Citan range. This addition of humour and personality but with a clear customer-centric approach aligned very effectively with the need for the brand to break down price premium perceptions as part of its wider UK strategy.
Working with our production partners we subsequently formed a team to shoot, edit and create the sound design to deliver a suite of idents that would befit the premium brand. As part of our remit, we added further upweight of the opportunity through Dealer communications and a programme of social activity to engage not only brand fans, but existing and potential customers.
A series of twenty idents for the six month sponsorship period. Covering 32 hours of programming per week on Dave Channel. With a reach of 56.6% in the UK (7.1m people), 37 OTS (opportunity to see), Male 25-54’s. Further engagement with social channels, securing new brand fans.
Saladmaster’s web presence was in dire need of an immediate redesign and refresh. Saladmaster also has the added challenge that Google searches threw up several negative comments about their products, which were unfounded. The new website has been born to encourage visitors to navigate through the website, learn about the products and discover the USP’s which gives this amazing cookware its high ticket value. The website is primarily a tool to help sell Saladmaster’s products. Its aim is to encourage more demonstrations of how well the pans work and perform against other brands that can be bought on the High Street. A set of pans from Saladmaster is a large investment, typically starting around £3,000. A particular challenge for Saladmaster is when a new customer decides to purchase a set, they are granted a cooling off period to decide if they definitely want to go ahead with the purchase.
Cygnus designed and developed a fully responsive website that can be updated through a solid and reliable CMS platform. The new website has been integrated with Dotmailer and encourages data capture that can be used for future marketing purposes and keeping in touch with their customers with news and special offers. It also encourages social engagement through Facebook, Twitter and YouTube and gets people talking about the products. The new website also promotes brand awareness. It gives dealerships the ability to market themselves independently with a link to their own white label website page. The site has been designed to encourage more visitors and to increase dwell time, with great recipes they can try, supported by impactful imagery and the ability to sign up for a free demonstration to experience, first hand, how well the products work.
The website will help reduce the number of cancelled orders during the cooling off period, post demonstration, as it will help to reaffirm the customers’ decision to purchase when they refer to the website and read and hear testimonials from other customers.
BP Pump Up Your Points
We needed to unveil to new customers, and remind existing customers, that by shopping for fuel at BP, they’ll earn extra rewards with BP’s partnership with Nectar.
Collect 1 point per litre of regular fuel, Collect 2 points per £1 in the shop. Once points have been added up they can be redeemed at various high street retailers, on days out, entertainment, home & garden products, food & drink and on charities.
Some of our collateral features the 1 in 4 chance to win bonus points, these included a giveaway of 4 x 1,000,000 bonus points for 4 lucky winners as well as 1 million giveaways of extra points that come in denominations of 25, 50, 100, 250 and 500!
Cygnus produced a range of materials from Roadside Banners, Chip and Pin POS, Leaflets, Petrol Nozzle talkers, Digital Amscreens, Till headers and Counter Mats to greet customers at different touch points on the customer journey from roadside to till. The campaign also shows customers that BP offer more than just fuel.
The messaging behind this campaign is succinct and to the point, the more petrol you fill up with at BP, the more prizes and incentives will be available to you. The campaign runs through out January until the 2nd February 2015.