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Case Studies

BT call centre environments

Client

BT

Project Launch Date

May 2010

Design Disciplines

  • Branding
  • Graphic
  • Interior
  • Internal

Industry Sector

  • Telecoms

Summary

We transformed BT's call centres and internal comms to help employees live the brand values through their contact with customers.

Problem

BT want to be number one for customer service. The people in their call centres are on the front line for helping them do this but although these people knew what the brand values are, they didn't necessarily understand how to put them into practice. The call centres didn't feel like a BT environment and any existing messaging was either overcrowded or people were blind to it. That's where Michon came in.

Approach

We revamped the whole environment. Using ‘the difference is you’ concept, everyday moments were captured with messaging and illustrations in a fun and quirky way, bringing the brand values to life. This approach encouraged employees to feel a part of and live the brand and then see the difference they were making day to day. We developed an integrated suite of internal comms that used everything from the physical environment through to engagement packs for employees and digital toolkits for managers.

Result

The first phase of the project showed a +36 point shift in employee perception of their workplace and their value to the company. We’ve had some great feedback from people working in the new environments and it’s clearly making a difference to how they feel about customers and BT. This positive feedback created such a strong business case that we've now transformed 29 centres so far, with even more in the pipeline.

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Ronseal decking range promotion

Client

Ronseal

Project Launch Date

April 2012

Design Disciplines

  • Branding
  • Digital
  • Graphic
  • Packaging
  • Product
  • Service / Information

Industry Sector

  • Industrials

Summary

We’ve recently refined and modernised the Ronseal brand across all areas, from the visual to the verbal identity. This involved taking an evolutionary approach to give the brand greater standout and a stronger voice without alienating Ronseal’s very loyal brand following.

Problem

As there is some strong competition, to ensure Ronseal stayed number 1 in the deck care market, we redesigned the packaging to have more of a premium feel and a focus on the performance of the products. We created a range of stunning images and introduced a rich, deep blue and silver onto all packs, POS and in-store promotional material.

Approach

We also created a series of ‘How To’ films for the range. These help to reinforce the famous ‘does exactly what it says on the tin’ positioning. After story boarding and scripting everything, we set about finding locations and decking that we could lovingly restore, stain or oil to keep it 100% realistic.

Result

“The new branding and pack designs have helped us to strengthen our position and our decking range continues to be the number one selling brand in the deck care market.” Senior Product Manager

The films have been viewed over 75,000 times. And 86% of people viewing them on YouTube are clicking through to the Ronseal website which has increased visitor numbers and time spent on the website.

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Tesco Clubcard energy rewards

Client

E.ON

Project Launch Date

June 2012

Design Disciplines

  • Graphic
  • Service / Information

Industry Sector

  • Utilities

Summary

A campaign to promote the use of Tesco Clubcard vouchers towards energy bills with E.ON that got great results.

Problem

E.ON became a Reward partner with Tesco in May 2011. E.ON customers can now use their Clubcard vouchers to make payments towards their gas and electricity bills. They receive 50% extra towards their payment or 1.5 times the value of the voucher - for example, every £10 equals £15 credit to the customer’s bill. E.ON wanted to communicate this to customers.

Approach

Our concept communicated the proposition clearly and simply with a focus on helping out with life’s essentials during difficult economic times. The concept was versatile and worked across multi-channel activity including Tesco statements, Tesco Clubcard website, E.ON website and direct mail to E.ON customers.

Result

We had 8,654 customers redeem against a total trial forecast of 6,250 which is a 38% increase. And their headline net promoter score (NPS) results show a 17 point improvement from -13 to +4. Both clients are very happy with the performance and, as a result, the trial has been extended.

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Thorntons Christmas campaign

Client

Thorntons

Project Launch Date

November 2011

Design Disciplines

  • Digital
  • Graphic

Industry Sector

  • Food and drink

Summary

Thorntons appointed us as their creative and digital partner to help them achieve their ecommerce objectives. As part of a full season's campaigns we delivered their digital campaign for Christmas 2011 with great results.

Problem

To re-establish Thorntons’ gifts as a Christmas tradition in the hearts and minds of customers, we developed an integrated campaign called “Christmas wouldn’t be Christmas without… Thorntons”.

Approach

The campaign included Thorntons’ first social media app designed for Facebook. An interactive snowglobe shared daily special offers plus fun facts about popular Christmas traditions and memories. To celebrate 100 years of Thorntons, 100 personalised boxes of chocolates went up for grabs when people uploaded their Christmas photos. And one lucky winner received a Thorntons Christmas hamper for choosing the one thing that ‘Christmas wouldn’t be Christmas without’. To support the app, we also created a range of consumer and business-facing collateral to drive sales on and offline.

Result

And it got results. A 13% increase in visitors to Thorntons’ website and a 23% increase in online orders compared to last year. Thorntons’ total Facebook followers increased by 15% with over 5,300 app installs, far exceeding Thorntons’ expectations. Since then, we’ve gone on to develop further seasonal campaigns for Valentines, Mothers Day, and Easter and are currently waiting for results.

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University of Greenwich promotional videos

Client

University of Greenwich

Project Launch Date

June 2012

Design Disciplines

  • Branding
  • Digital
  • Graphic
  • Service / Information

Industry Sector

  • Education

Summary

We've been working with The University of Greenwich for some time now to develop a range of promotional videos that showcase all that they have to offer. Our work has proved to be a great success.

Problem

The University of Greenwich wanted to use its strengths as a place of history and tradition, and as the home to architecture that’s been the focus of many a feature film, to promote the university’s brand and communicate its heritage as home to time itself.

Approach

Using all of this inspiration we created an original concept for the higher education market, which so far has become the backbone of 60 films that introduce the university and all it has to offer to prospective students.

Result

The films are on the university’s website and YouTube, and have generated some great feedback. In September 2010, the university’s key UCAS period, they saw five times the normal traffic to their YouTube site. The client’s very happy too:

“The films are fantastic! They were delivered on time and on budget and it's been a pleasurable experience working with the Michon team. The concept they created is really strong and gives us masses of scope for future projects". Marketing Communications Officer

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