Reply Ltd UK. for

SavelliApril 2013

CASES

CASES /Selected Cases

Selected Cases

CASE/1

ZEGNA /New Zegna.com

OBJECTIVES

Ermenegildo Zegna aims to achieve new level of digital experience while improving ecommerce results

IDEA

Today's fashion&luxury passionates love to have their experience as a mix of involving storytelling and shopping opportunities, all in a seamless engaging experience built on videos, photo galleries, surprising total looks.

WORK DONE

Reply has designed the full zegna.com experience while at the same time enabling its implementation thanks to an advanced technical integration with the market leader in fashion ecommerce outsourcing.

RESULTS

Being live from beginning of March, the new zegna.com has already been recognized as the new benchmark of the digital fashion brands expression

CASE/2

ZEGNA /Zegna Essenze - Fragrances

OBJECTIVES

Host inside Zegna.com the whole Zegna fragances world by EL integrated with the rest of the brand experience.

IDEA

One page site takes users throught the flavours and essences of each Zegna frangance, sharing its basic notes and concept aromas, as if one could “smell it”.

WORK DONE

Inside the Zegna.com website there is an entire area dedicated to the theme, as well as newsletters and other CRM initiatives.

CASE/3

ZEGNA /Zegna Made to Measure

OBJECTIVES

Setting the stage for the very special Zegna Made-To-Measure offering.

IDEA

Ermenegildo Zegna Made-To-Measure proposition deserves a special attention and a careful explanation. Entering the Zegna mtm world means dealing with personalization, ultra-fine fabrics, highest sartorial tradition.

WORK DONE

Everything at Zegna mtm should sound special and uncomparable and the dedicated site should not make any exception. Replya has degined a simple while highly engaging user experience based on innovative navigation experience.

RESULTS

"su misura" Zegna site(http://sumisura.zegna.com) has been awarded by the awwwards.com

ZEGNA /Are you in

CASE/4

OBJECTIVES

To launch the new Zegna online boutique.

IDEA

Create an event online and offline, anticipated by a teaser campaign that features a mysterious testimonial.

HOW IT WORKS

The campaign unfolds on the web and social networks. The online and offline event is preceded by a teaser phase: through a number of clues users are invited to guess who the mysterious testimonial is.

CASE/5

ETRO /New Etro.com

OBJECTIVES

The challenge was to transfer all the Etro values and ideas into a digital initiatives while for the first time give the users the opportunity to shop on etro.com

IDEA

Etro is a very unique brand in the fashion world and has its roots on the culture and passion of the Etro family. Everythings at Etro should reflect the funding ideals.

WORK DONE

Reply fully created the new Etro.com experience+ecommerce site, from the layouts down to invoice printing, thanks to the technology provived by the Reply group companies.

RESULTS

The site is live from January 2013, sales volumes are above the expectation and the brand experience has been recognized by major opinion makers

CASE/6

ETRO /Etro Newsletters

OBJECTIVES

Announce and push the sales on the new etro.com

IDEA

Buying at Etro.com should be an ultimate experience and reasons that lead to a purchase are well beyond than just buying a shirt or a bag. Etro newsletters follow the same integrated communication model used for the entire new site: new collections, special deals, new editorial contents are announced into them.

WORK DONE

Full management of the customer/prospect DB, the crativity and all the required technical implementations

RESULTS

Opening rates are above 40% with high conversion rates compared to the brand positioning

CASE/7

ETRO /Etro Video: Playful Experiences

OBJECTIVES

Create digital experiences that can engage with the brand in different contexts such as etro.com, showroom, boutiques.

IDEA

Etro stylists Kean and Veronica Etro are always warm to accept ideas and proposals that can engage their audience in playful experiences.

WORK DONE

Created several pieces of interactive creativity to be used in different situations.

CASE/8

WOMO /Womo Men’s Personal Care

OBJECTIVES

Launch of a new brand of man personal care products to be sold troughout the Country on monobrand stores but also strongly pushed in the digital arena in order to promote brand awareness and direct sales via ecommerce.

IDEA

Nowadays digital can drive the success of a new brand especially for targets like 25-45 males that wants to demonstrate their attention to details and dedicate time to themselves in order to be more successfull in life. Womo wanted to express its brand positioning via a digital initiative.

WORK DONE

Reply created the Womo digital presence, ecommerce design (due online approx Q2/2013) and is in charge for the instore communicaztion. Reply installed and customized the technical platform supporting the project (Hybris).

RESULTS

Results will be measured once the ecommerce will be available

CASE/9

VALENTINO /Valentino.com

OBJECTIVES

The Valentino digital presence is one of an evolving brand that must show a fresh,new face without loosing its traditional, classic heritage.

IDEA

A whole editorial set designed to accommodate the brand overview in a magazine style: it’s history and heritage, latest news and events, video and collection.Power to the image, content as ruler. Ecommerce and social media a must.

WORK DONE

www.valentino.com and its ecommerce area.

CASE/10

REDVALENTINO/ RedValentino.com

OBJECTIVES

Red Valentino aims a new, younger aundience.Therefore digital is crucial: complete social media presence, and tumblr asa flow of content to give this brand a fresh, young feeling with a couture heritage.

IDEA

In order to ad a “rebel” note to a traditional brand and claim it a young new territory for the Maison, a tumblr based website was designed. It uses content flow and visual blog as a paradigm for a fashion luxury maison.

WORK DONE

www.RedValentino.com, and its social media and ecommerce extentions.

LIP WOOLITE /Swap Party

CASE/11

OBJECTIVES

To communicate the product benefits. To strengthen the trendy and fashionable setting of the brand. To increase the number of fans on Facebook

IDEA

Make the product social by putting it to the test in a friends'swap party.

HOW IT WORKS

With a member get member mechanism, Lip Woolite is giving away at every appointment 10 Swap Party branded kit.The quickest to invite their friends will win the kit so that they can organize their own party.

NIVEA FOR MEN /Bar Sport 2.0

CASE/12

OBJECTIVES

To talk to other men about cosmetics and beauty through the construction of a community and a fanbase around men's passion for soccer.

IDEA

Digitally recreate the Bar Sport atmosphere of conviviality and entertainment of Italian tradition.

HOW IT WORKS

On a web portal users can report funny videos about soccer that will be selected and published by the editors of Sports Bar. Each week with The Bet you can win VIP tickets in the stands for the team of your heart.

LANCIA /Eleganza in movimento

CASE/13

OBJECTIVES

To allow Lancia to take a structured approach to the development of mobile sites, overcoming the limits of m-site available to date, made of custom vertical solutions.

INSIGHT

A strategy of mobile communication is successful if it doesn't leave anyone out.

IDEA

Lancia Mobile, the first corporate mobile website design dedicated and optimized for 6200 devices.

HOW IT WORKS

Lancia Mobile was created from a careful user-centered design. More than an app, as it is available with every operating system on smart-phones, tablets and older generation mobile phones. It's more than a site, because its layout adapts to different screens and navigation options.

TECNOLOGY

Use of the innovative multi-channel platform Gaia Reply. Use of the latest HTML5 and CSS3 features, which make interactions, animations and dynamic elements possible.

RESULTS

80% of mobile traffic was covered immediately after going online.Live from the 11th of January in two languages, English and Italian, Lancia Mobile has been available a few months later in customised versions for over 16 different countries. 

SOLE /Bice contro tutti

CASE/14

OBJECTIVES

To increase the “Sole” page fanbase.Personal data acquisition for future activities.

INSIGHT

Italian women love Sole. But with family, work and kids it is more and more difficult to find time and energy to look after the house.

IDEA

"Win a maid for a year." Contest and branded game.

HOW IT WORKS

Bice, the "professional supermaid” created for the occasion, challenges the community users with an interactive game on the topic of housecleaning. The game is prodrome to enrolment for the extraction of the prize.

VIRALITY

An i-Maid, interactive app is released where Bice answer any questions (or almost) about the house.

RESULTS

33,476 new fans (+ 862%) in a month and a half.90,000 unique visitors92,000 tests played.

FIESTA /Fai la Fiesta alla Fame

CASE/15

OBJECTIVES

To boost the fanbase and to promote the product.

IDEA

A brand name competition, where you can win a huge supply of Fiesta.

MEDIA

Facebook, Fb Ads, Radio, Youtube, Tv.

HOW IT WORKS

On the appropriate tab of the Facebook page, you play to find the Fiesta hidden in a number of different environments. Among the prizes, hundreds of Fiesta instant win and a rich final prize.

VIRALITY

Viral videos on youtube, distributed through different media.

RESULTS

2012: + 80,000 fans in a month.In a market that was registering a 30% drop in sales, over the 6 weeks of the competition we saw the following growth: -15%, -12%, -0,4% closing with +8% (estimate taken the week after the competition had ended).2013: + 133,000 fans in a month.

BUENO /Follow your Bueno

CASE/16

OBJECTIVES

To boost the fanbase and to promote the product.

IDEA

A brand name competition, dedicated to all brand lovers, where you can win a huge supply of Kinder Bueno.

MEDIA

Launch Video, Radio, Banner, Minisite, Facebook, Fb Ads, a dedicate Youtube Channel, Tv.

HOW IT WORKS

A minisite www.kinderbueno.it and a tab on the Facebook Kinder Bueno Italia page. With the right launch you can win hundreds of Kinder Bueno and a rich final prize.

VIRALITY

Viral videos on a dedicated youtube channel, where every “Bueno social follower” can see the best launch.

RESULTS

2013: work in progress.

2011-12

MAGIC KINDER / Kinder & Porsche • Magic Driving School

CASE/17

OBJECTIVES

On the Kinder.com portal an original Italian-German co-marketing operation.Kinder has put his vocation to edutainment, educational fun, always the brand's strongest feature. Porsche has provided a dreamlike virtual car park.

IDEA

Magic Driving School, a microsite dedicated to road safety education, for children and for dads who want to refresh their knowledge.A speedy project to forge today the driver of tomorrow.

HOW IT WORKS

The child has 4 different models of Porsche for taking an exciting and educational journey,through fun games and interactive tools. Each car is a different world: city, sea-side, hills and mountains. It will be difficult to resist the temptation to try them all.

ESTATHÉ /40 anni insieme a The

CASE/18

OBJECTIVES

Digital engagement activities dedicated to the celebration of the 40th birthday of Estathé. Fanbase increment.

INSIGHT

In forty years of fashion, styles and habits have changed. But not the unmistakable taste of Estathé.

IDEA

Live a history of emotions with Estathé. Refresh your memory in small sips.

HOW IT WORKS

Through a dedicated tab, users can travel through time: 4 decades to explore, 4 navigable notice-boards made of objects and cult symbols to share. It's also possible to send a themed postcard to your friends according to the mood of the favourite decade.

VIRALITY

Shared images that lead to the page. Memory photo folder among profile albums.

RESULTS

98,758 new fans42,000 “like” to shared content90,381 users have used the app.

KINDER SORPRESA /Barbie Fashionistas AR

CASE/19

OBJECTIVESCreate for the German market an engaging app for 3-to-8-years-old children as an add-on to the Barbie Fashionistas playing experiences.A unique event that works both at home and on point of sales.

CONCEPTIs fashion your passion?With the new Fashionistas app children can become Barbie’s personal stylist and organize their dream fashion show!The app is available for tablet and smartphone (iOS and Android)

RESULTS9,835 downloads on German stores in 9 weeks (from january 21st 2013).

HOW IT WORKSDownload the app and frame the marketing leaflet that comes along the pack with your tablet/smartphone to see a glamorous Barbie comingo to life!Many amazing outfits and accessories to personalize your Barbie and to start your own personal fashion show.

Two different environments are available on the dedicated ministie: make your catwalk in a photography studio or bring magic to life in a Barbie backstage!

With the option photography studio you can make your own cover snapshots!

KINDER SORPRESA /Twisted Head Star Wars AR

CASE/20

OBJECTIVESCreate for the German market an engaging app for 3-to-8-years-old children as an add-on to the Twisthead Star Wars playing experiences.A unique event that works both at home and on point of sales.

CONCEPTNow with the new Twisthead Star Wars app you can live the Star Wars Saga as a main charachter directly on your tablet or smartphone (iOS and Android).

RESULTS7,116 downloads on German stores in 9 weeks (from january 21st 2013).

HOW IT WORKSDownload the app and print out the cards from the website.You decide who are going to be the characthers on the game!

Bring the Star Wars characters to life by framing the cards with you tablet/smartphone. They will start to play and combat with their amazing skills!Lightsabers, laserguns and mind tricks for new marvellous space challenges!

Choose your best environmet for your challenge: get on board of the fantastic Death Star or fight against the Empire in the sandy dunes of Tattoine.

FGA / Fiat Animation Europe

CASE/21

OBJECTIVES

In 2012 FGA decided to appoint a single supplier - selected after having carefully analysed international competitors - for international daily management and maintenance activities.

IDEA

Fiat Animation Europe, born from a collaboration between Armando Testa and Reply, operates and manages all maintenance and animation activities of the respective digital platforms (web, mobile and social) in 9 European countries for 5 Brands.

HOW IT WORKS

The supplier works from a digital hub based in Turin and has a number of teams located in different countries. It is the only agency authorised to operate in the various markets for digital communication and activities.

CASE/22

MONSOON & ACCESSORIZE/ Ecommerce Platform

OBJECTIVES

Creating their online eCommerce platform based on Hybris technology

IDEA

Reply helped Monsoon create a specialised online experience for every digital channel starting with desktop, through to tablet and mobile

WORK DONE

Creative design of all digital channelsDevelopment of optimised UI / UX for mobile and tablet

CASE/23

LK BENNETT/ Ecommerce Platform

OBJECTIVES

Creating their online eCommerce platform based on Hybris technology

IDEA

L.K. Bennett enjoys a successful retail presence with 115 stores and concessions across the UK, Ireland and France.

Reply, experts in eCommerce and mCommerce, were engaged to help build a scalable platform for their growing business, and help open up new digital selling channels.

WORK DONE

Replacement of the existing online platform with the Hybris eCommerce technology and mobile app for product browsing and mCommerce

CASE/24

COCA-COLA/ Coca-Cola Enterprises

OBJECTIVES

Reply was asked to create a pan-European campaign and visual identity to mark the event of becoming became the leading European Coca-Cola bottler,

THE CHALLENGE

The challenge was to instill pride and truly unite the entire workforce by reaching each and every CCE employee from Atlanta to Oslo on the same day.

WORK DONE

So we created a landmark piece of internal communications, a celebration kit comprising of bespoke tins and a limited edition version of Coca-Cola’s world famous contour bottle - carrying Reply’s core campaign identity to 13k recipients.

ABOUTSOCIAL MEDIA

Our social platform management.

Number of fans per page:

Ferrero Rocher - 17,542,805Raffaello - 865,875Estathè - 1,278,930

Fiesta - 295,321Kinder Bueno - 210,987

Kinder Sorpresa Italia - 438,091Kinder Sorpresa International - 4,054,598

FERRERO BRANDS /Social Platform Management

THANK YOU FOR YOUR ATTENTION.