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Amica is Poland’s leading producer of freestanding and built-in domestic appliances. The products are very high quality, yet can be bought by consumers for competitive prices. Amica UK approached DRA to help them build brand-recognition for Amica amongst specialist independent electrical retailers and quality house builders – Amica do not sell through Curry’s and Comet, but do sell its high quality refrigeration and freezer products through Iceland.
Every single Amica product; whether a built-in oven or an ‘A’ rated washing machine is fully tested before it leaves the factory which means consumers are guaranteed a high performing product and at a competitive price too. DRA has been commissioned to use editorial and broadcast media platforms to begin the communicate the features and quality benefits of the Amica product range. Watch this space – we want to make Amica the brand of choice!
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Novellini are the largest producer of bathroom and shower products in Europe – incredibly, they are virtually unheard of by the consumer in the UK. Environmentally sound and stunning in design and delivery, we are proud to be representing this brand in the UK to their many and diverse trade markets. The challenge for DRA here is to convey to retailers, merchants, specifiers, architects and designers that the Novellini brand has a host of products to suit any/every kind of shower or wetroom application. Most recently we have handled the media launch of Elysium to the trade, including hosting and running a press trip to the company’s head office factory and showrooms in Italy and attending the 100% Design exhibition at Olympia.
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Brilliant new accessories and fashion brand Urbanz has just appointed DRA. Funky coloured headphone, in-ear headphones, netbook sleeves and laptop bags, clothing and more. Folding speakers for travelling and quite possibly the best travel speaker on the planet, the Rockstar (due to its big amp'), make this one of the most exciting account wins this year. The whole product range makes great gifts for every occasion and for all ages – think Skullcandy, PunkyFish and Swatch – all brands with products that deliver well beyond their price - now there’s Urbanz too. DRA’s brief is to generate coverage in the young target market media that will drive traffic to their website in time for Christmas 2009 – Urbanz could have chosen a big London agency but they’ve trusted a bijou, well resourced agency like DRA. We’re tickled pink – so "Colour Your World" and take a look.
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Everhot Range cookers are probably one of the best traditional ranges available in the UK. A small family owned business that is enjoying terrific success thanks to the amazing build-quality, attention to detail and performance of their electric range cookers. The company uses DRA for a monthly media release – so it’s up to us to come up with an angle or story as the company only introduces a new product annually. It’s not hard with a brand like Everhot, not only are they great looking but they knock the spots off the market leader in terms of cooking performance, customer service and energy savings.
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www.whitebox.co.uk were one of the first internet sellers of domestic appliances. The company sets out to be an information portal for consumers looking to choose from a manufacturers entire line-up of product rather than the limited offer seen on display in a high street or out-of-town retailer. DRA have recently prepared consumer and business to business media information designed to help optimise web traffic to the site.
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V-ZUG are Switzerland’s market leading range of kitchen appliances. Precision engineered for technical excellence and stunning looking, V-Zug appliances are reassuringly pricey. DRA are newly appointed to raise awareness amongst ‘destination’ kitchen retailers at the top of the market. Then when the ‘where to buy’ base is established to generate masses of consumer media coverage both in print and on line anywhere a consumer might look for advice on what is the very best. V-Zug usp’s include; the first ever steam oven, the first ever 38cm format range of cooking appliances, outstanding eco credentials and a 5 year consumer guarantee. At a time when some specialist retailers are becoming disillusioned with some premium brand’s offer and service support V-Zug offers its strategic partners a real business opportunity – it’s DRA’s job to communicate that.
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As a new business start-up, MyTime, commissioned DRA to create it's logo; something that would convey it's unique business proposition that would not date or tire, and would be cost effective to use in a variety of marketing formats. Website construction is due to start now. MyTime is group relaxation using party plan - fantastic for guests of a commission earning host. PR work is only just beginning with campaign planning, but DRA aim is to create 'the next Trinny and Suzanna' from Clare and Sarah who are the passionate, wonderful women behind this business - watch this space!
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DRA worked with Ideal Standard bathrooms for many years. Ideal Standard is the market leader in both value and design-led bathrooms. The agency brief was broken into four campaigns: water saving, commercial products, design and corporate messaging. Within those campaign headlines, DRA had compiled a list of creative activities that continually generated the largest share of editorial voice for the Ideal Standard brand in all its markets. Notable campaign highlights included supplying all the bathroom products for Big Brother, and gaining coverage in both The Times and Sunday Times newspapers.
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ExtrinsicaGlobal chose DRA because we promised to convert the world of techy jargon around ‘Cloud IT’ into easy consumable consumer friendly speak and secure the coverage they need to encourage the growth of their business. This client is without doubt one of the most thorough, robust and top end providers of Cloud services. Among their clients is The Kawasaki World Superbike Team – worth noting for all those who may think Cloud maybe a weak collection of ‘free’ services downloaded on to personal computers...Cloud is set to change the way we all operate – just as the development of the laptop did. So our challenge, and it wasn't easy, was to convince the consumer media platforms that they needed to know about it.
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Armitage Shanks is one of the most recognised brands in bathroom suites and accessories used extensively in hotels, hospitals and schools. DRA's initial brief was to support the company's sales drive into all markets; including domestic retail sales channels. Notable highlights included writing and photographing case studies, which were then placed in key trade press.
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Servis commissioned DRA to help generate traffic into their independent retail network. Consumers looking to purchase kitchen products are able to read about Servis in a variety of consumer magazines and are then directed to the retailers that stock the product featured. The trade press is used to inform retail customers about new products, services and promotions. DRA compiled a hit list of activity over a 12-month period that included; interviews, competitions, articles on key industry matters.
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