Europe Case Studies
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Bulgarian Cheese

Intro

Germany is a saturated market for food and beverages. Therefore it is extremely difficult to enter this market from scratch. Nevertheless the Bulgarian Association of Milk Processors started a campaign financed with aid from the European Union and the Republic of Bulgaria to introduce the Bulgarian cheeses Sirene (white cheese of cow´s, cheep´s or goat´s milk) and Kashkaval (a yellow hard cheese) to the German market. But do the Germans need Bulgarian cheese? The project really bore a challenge. Bulgarian cheese was unknown to German consumers and products only were available in a Bulgarian online shop managed from Berlin at this time. In addition, for the first event in Hamburg we had only three weeks for the whole organization.

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Finnair’s German face: Football legend and world champion Pierre Littbarski

Finnair Logo

Introduction

The Finish national carrier Finnair flies to six destinations in Germany. Its strategy focuses on transporting passengers between Europe (Germany) and Asia via its hub in Helsinki. Due to Helsinki’s geographical position Finnair can offer its guests the shortest way to Asia. This advantage needs to be communicated Finnair costumers, above all to business travelers.

In Germany the national carrier dominates the airline market. Therefore, other airlines try to focus on their profiles. To boost public awareness, Finnair was looking for an unique characteristic. The aim was to find a “German face” which symbolizes for the costumer a “bridge” between the local market, Finland and Asia. The football legend and world champion Pierre Littbarski was an ideal cast due to his personal background and biography. He is still well known for his football carrier in Germany. Moreover, in Japan Littbarski is one of the best-known Germans due to his carrier as coach. He lives in both countries.

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Financial Services Marketing Communications and Media Relations

AFA logo framed

Situation

max.xs, a Frankfurt-based financial services firm, had a great pitch for U.S. asset managers proposing to act as their dedicated sales and marketing agent in German-speaking Europe. max.xs provides experienced and well-deployed sales and marketing functions and is remunerated on a performance basis and, therefore, asset managers are able to cut back on in-house sales organizations, which dramatically cut operating costs. With so many asset management firms headquartered in the U.S., max.xs needed a U.S.-based representative to arrange meetings with senior sales and distribution executives at asset management firms with $5 billion to $100 billion under management.

To get the job done for a planned one-week trip to New York and Boston, max.xs hired Adam Friedman Associates (AFA), a corporate and investor communications firm with an established and successful track record of putting its clients in front of senior money managers at asset management firms located across the U.S. AFA also had the skills and a reputation for generating positive media coverage that established a client’s credibility in the investment community at large.

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Vocollect conquers the globe by PR

vocollect-logo

Situation

  • Vocollect is located in Pittsburgh (USA) with an European HQ nearby London.
  • The company’s portfolio of products and expertise for enabling Voice-Directed Work® creates direct communication between operators and information systems. Especially in distribution centers and warehouses, Vocollect Voice helps to achieve greater productivity, accuracy and safety.
  • When Vocollect started their business in Europe in early years of the new millennium this innovative way to direct operators through their daily tasks was almost unknown.

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ETS – European Tissue Producers

Situation

The European Tissue Symposium (ETS) is a trade association, organized as a non-profit association established in the International and European Union environment of Brussels, Belgium. The members of ETS represent the majority of tissue paper producers throughout Europe and about 90% of the total European tissue production.

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The North Face – Dean Karnazes Italian Book Tour

Dean_Libro_200p

Situation:

The North Face is the world’s leader supplier of technically innovative outdoor apparel and equipment. The North Face has a team of more than 60 professional global athletes from around the world which includes snowboarders, skiers, rock climbers, mountaineers and endurance runners. Among the latter, Dean Karnazes stands out as the Ultramarathon runner par excellence, having completed several endurance events, most notably the Endurance 50: 50 marathons in the 50 American states on 50 consecutive days.

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NIRAS, nuclear waste agency

Situation

NIRAS is the Belgian Agency for Radioactive Waste and Enriched Fissile materials. This federal agency by law is responsible for the management of nuclear waste. Its mission is to draw up the inventory, to handle, treat and stock radioactive waste and to propose solutions for its long term depository and management.

In 2006 the Belgian government decided to dispose of the low and medium active short-lived waste in a surface disposal installation; NIRAS now needs a decision in principle for the high active long-lived nuclear waste so as to steer its further research and development in the right direction. The decision is relatively urgent as the agency will need another three to four decennia on R&D to work out any type of solution.

Such a decision is highly subject to pressure and influences from political, industrial en environmental groups.

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Rockwool Passive House

Situation

The Rockwool Group is the world’s leading producer of stone wool – a material that improves the quality of life for millions of people and helps to alleviate environmental problems, such as the greenhouse effect, smog and acid rain. Moreover, Rockwool insulation gives us pleasant indoor environments by keeping out the freezing cold, while in hot climates, stone wool helps to keep indoor temperatures comfortably cool.

Main goals of the company were:

  • to communicate to Italian journalists its leadership position and arising, all the while, its brand awareness
  • to boost new model-building paradigms application

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Nintendo

Situation

Nintendo Belgium
As a worldwide innovator in the creation of interactive entertainment, Nintendo Co., Ltd., of Kyoto, Japan, manufactures and markets hardware and software for its Wii, Nintendo DS, Game Boy Advance and Nintendo GameCube systems. Since 1983, Nintendo has sold nearly 3.2 billion video games and more than 535 million hardware units globally, and has created industry icons like Mario, Donkey Kong, Metroid, Zelda and Pokémon.

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Ford: Launch of Ireland’s first biofuel car

bio_ford03_06

Introduction

The Focus FlexiFuel Vehicle (FFV) was billed as an ‘everyday’ car which could deliver 70% fewer CO2 emissions, run seamlessly on any mixture of renewable bioethanol or conventional petrol – and all at a marginal cost over the equivalent petrol car.

Already the country’s best-selling car, the Focus FFV arrived in Ireland with a new USP (advice what is USP) of particular relevance to an agricultural community in need of future outlets for their products.

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