Avalon - Case Dormagen

Case: iLOQ + Dormagen

A social media and PR campaign based on a customer reference to increase brand awareness in Germany

 

When our customer iLOQ wanted to increase its brand awareness in the German market, we designed a video campaign based on a customer reference. Then came Covid-19 and the implementation of the campaign had to be rethought on the fly.

Premise and goals

Our customer iLOQ offers digital locking and access control solutions and actively seeks to establish its market position outside the Nordic countries. Our collaboration started in 2019 with a Kimi's Keys to Success campaign targeted at Northern and Central Europe. 

In early 2020, iLOQ wanted to increase its awareness in the German market and we designed a video campaign based on their local customer reference. The video was to be filmed in the city of Dormagen, where iLOQ locking solutions have been deployed in several different public and administrative buildings.

Then Covid-19 entered the picture and led to a lock down, which meant we couldn’t go on a filming trip to Germany, nor make video shoots anywhere else either. We reformulated our campaign plan agilely and decided to implement the reference video using mixed media technology.

Implementation and solutions

We designed a content marketing campaign for iLOQ based on customer reference with the City of Dormagen. The campaign included an animated video and an infographic, as well as a print advertising campaign.

We collaborated with a German communications and content marketing agency, move communications, which is also belongs to the same agency network as us, ICOM. They helped implement an extensive PR and advertising campaign that utilized the customer reference materials we had designed and also included interviews with iLOQ's expert and product launch materials in numerous print and online media.

Our partner agency was also responsible for translating the contents into German, as the campaign was originally designed in English.

We used several social media channels in the implementation of the content marketing campaign, through which we sought both organic visibility among iLOQ's followers and new customers through targeted advertising.

We delivered the campaign on a turnkey basis. This included conceptualization, creative design, content production and translation, management of some channels, and reporting of results.

Avalon - Case Dormagen - landing page

 

Results

The campaign ran on social media in July-September 2020 and reached more than half a million people. The campaign pages were visited by nearly 3,000 visitors, of whom nearly 200 watched the video or downloaded the infographic. In addition, 50 people progressed from the campaign page to the iLOQ website to read more about their products. 

Dormagen’s customer reference infographics were featured in six print publications and four online media, as well as seven advertisements.
Avalon - Case Dormagen - Print ad

 

Working with Avalon has always been very straightforward, but the way they solved this new and unexpected challenge posed by this Covid-19 was truly unique. We were really happy with the campaign, even before we saw the tremendous results.

– Joni Lampinen, Marketing Director, iLOQ

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