Bayer

THE CLIENT

Bayer CropScience is the UK’s leading provider of innovative crop protection solutions. In 2013, it appointed KISS to support the launch of their seeds business, spearheaded by a high-yield, disease-resistant oilseed rape called Harper.

THE CHALLENGE

To create a communications campaign to launch Bayer’s UK seed business

To develop press advertising for the key agricultural titles

To develop simultaneous online advertising to support the launch

THE KISS SOLUTION

The UK seeds market is a crowded and highly competitive sector. In order for the new brand to make an impact it was vital we created exceptional cut-through, to shift the marketplace’s perception of Bayer as simply a crop protection brand. The agency’s approach was to develop a print and digital advertising campaign that centred on the emotional benefits of choosing Harper oilseed rape as much as on the financial & practical aspects. The result was the “You’ll be glad” campaign.

KISS nailed the key insight, differentiator and brand idea with great clarity, but equally importantly, demonstrated a class-leading approach to account and project management. The whole team is a pleasure to work with, and the positive chemistry within the team at KISS is obvious and infectious.
Diana Rees

Marketing Communications Manager

Amino

THE CLIENT

Amino is a global leader in innovative hybrid TV and cloud solutions, enabling service providers to connect with consumers. As pioneers of IPTV and with over seven million devices sold worldwide, it has a proven track record for reliability, innovation and best-in-class customer care.

During 2015, Amino enhanced its offering through the acquisition of cloud TV platform provider Booxmedia and Entone, a provider of broadcast hybrid TV and connected home solutions. When Amino approached KISS the businesses were separate offerings and the individual brands disjointed.

The Challenge

To bring three businesses together into one unified brand offering

To build an engaging website for a mobile savvy audience

To develop a distinctive tone of voice positioning Amino as disruptive thought leaders in its field

THE KISS SOLUTION

Following a period of market immersion, during which KISS analysed Amino’s global competitive set and talked to key stakeholders, we facilitated a brand articulation workshop with senior team members in order to define the brand’s vision, mission, proposition, personality and brand essence. Articulating what the business wanted the brand to stand for ensured a single-minded creative brief with a clearly differentiated tone of voice.

After defining the brand positioning, we created a new, arresting visual identity for the brand, and worked collaboratively with Amino to demonstrate how this would impact on Amino’s product hierarchy and filter down to individual product offerings in its range.

KISS designed and implemented this new brand language in 12 weeks across a vast array of touchpoints from exhibition stands, video assets, annual report, printed collateral and stationery through to a brand new website.

The focus of the website was to present Amino’s new, wider solutions and product offering, whilst providing their customers with clear routes into relevant support platforms. In addition, the website is a critical tool to position Amino as true experts in its field. KISS worked collaboratively with Amino’s UK and US teams to help capture its thought leadership knowledge as part of a content strategy to help form the basis of the site.

Given the short timescales the digital work had to commence whilst the development of the brand was still in flux, meaning agility was a core requirement for KISS’ creative, digital and account service teams. During this period a microsite was also developed to communicate the new brand internally to employees across Amino’s offices in the UK, Finland, Hong Kong and USA.

Since launching the new Amino branding at the Mobile World Congress Exhibition in Barcelona in February 2016 the new brand has been well received both externally by customers and internally by employees.

KISS responded to a complex and time short brief with energy, great designs skills and strategic clarity. They have created a new identity that brings three businesses into one single brand; propelling us visually into an exciting new phase for Amino.
Joe Coles

VP, PRODUCT MANAGEMENT & MARKETING

Durbin

THE CLIENT

Durbin is one of the world’s leading specialist distributors of pharmaceuticals, medical and relief supplies. The company works in partnership with healthcare professionals, pharmaceutical companies, global charities and relief organisations around the world. It distributes to over 180 countries and sources products from 64 different countries.

Durbin approached KISS requiring integrated marketing support across a number of its specialist areas including Managed Access Programmes and Clinical Trial Supply, as well as the launch of an innovative solar product to the NGO/Charity sector. In addition, Durbin asked KISS for support in strengthening its corporate profile and raising awareness of CEO Leslie Morgan. This work crossed over a number of our services including advertising, digital, strategy and public relations.

THE CHALLENGE

To drive awareness of Durbin and its services within pharmaceutical audiences

To raise the corporate profile of Leslie Morgan (CEO) and the business

To support the launch of an innovative solar product to the NGO/Charity sector in a crowded marketplace

THE KISS SOLUTION

We implemented a strategic approach to Durbin’s marketing to ensure the project ran both efficiently and effectively.

Durbin’s services and corporate campaign

The first task for the PR team was to drive awareness of Durbin and its services within pharmaceutical audiences.

We kicked off with a thought-leadership workshop to identify a number of opinion-led angles that could be sold-in to the target publications. We then began our media relations by introducing Durbin to the media. Through this activity we generated seven bespoke article opportunities in key international trade titles including European Pharmaceutical Manufacturer and International Pharmaceutical Industry.

Media relations over an initial six-month period created five press releases, targeted at pharmaceutical industry professionals. Fourteen articles were achieved in 12 publications, including key titles such as Manufacturing Chemist, Pharma Focus, Aesthetics Journal and Multiple Sclerosis News Today. The coverage contained 79 company mentions and an audience reach of almost 200,000.

Whilst continuing the awareness campaign in media titles, the PR team turned their attention to raising the profile of Durbin’s CEO and the corporate profile of the company. KISS undertook a strategic approach, targeting pharmaceutical titles that covered individual profile pieces.

This activity resulted in significant articles in Pharma Technology Focus, European Pharmaceutical Manufacturing and Global Health & Pharma, profiling Leslie Morgan, Durbin’s CEO, to raise both his and the company’s profile.

LAUNCH OF LUCI

Durbin is the official distributor of Luci, a new solar powered light, to the NGO/Charity sector. To support Durbin on the launch of Luci to this sector KISS first developed a creative idea, or ‘red-thread’ through which all the communications would run. The creative idea was focused on the core concept of dark transitioning to light, and the benefits associated with that, as exemplified by kerosene (dark) and Luci (light).

The creative idea was brought to life digitally, taking users on a journey through the site from the dark dangerous kerosene, to a safe, cheap and environmentally friendly alternative, Luci. Users were guided into the site with key power statements, linking to detailed product information, case studies, testimonials, a sampling programme and a white paper report to demonstrate the severity of the problem with using kerosene-based products.

We also undertook advertising and email marketing to communicate the Luci proposition to the NGO/Charity sector.

The dark to light concept was rolled out across all literature and exhibition materials, whilst being mindful of the target audience and their values and expectations, and ensuring production values were kept in line with this.

Since working with KISS Durbin has received a number of awards including being ranked on the Sunday Times HSBC International Track 200, with an average international sales growth of 25% over the past two years.