A propos de Cherry and Cake (Voice Group)
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Connect with people in motion in an ever-evolving media landscape
Cherry and Cake is an entertaining advertising agency founded in 2006 and specialized in building effective cross-media campaigns and one-of-a-kind brand-consumer experiences to help your brand connect with people in motion in an ever-evolving media landscape. Challenge us!
We love developing advertising campaigns, online & social media activations, events, e-mailing and direct mails... You can also count on us for pure graphical design and brand identity development. We have quite some experience with political advocacy as well. The best way to find out is to contact us.
We consider every touch point as an opportunity to interact
The proliferation of new channels of communication such as the internet, interactive television, mobile devices and other means has led to a split in your audience. Stimuli bombardment and the resulting shrinking consumer attention have made it harder for your brand to reach consumers in any meaningful way. On top of that, consumers play an increasingly pivotal role in making or breaking your brand. This involves a fundamental shift in how your brand should communicate.
At Cherry and Cake we consider every touch point as an opportunity to interact, engage, and build a relationship with your audience, 365 days a year. Embracing each opportunity with both hands adds value to the bond between your brands and its fans — and turns them into lovers. We don’t think in terms of online or offline advertising.
Both models are already melting together in a way where “ads” will incorporate peoples’ presence and behaviour. Campaigns are becoming a mix of real-time contextual offers, deals, and advertisements. We want our clients to benefit from this convergence and influence consumer behaviour.
With the changing media landscape and as technologies and new trends continue to evolve; it’s difficult to keep up. We understand the importance of mastering all disciplines to stay one step ahead.
Cherry and Cake invests in in-house strategic and creative expertise and account management while staying well connected in the industry with a pool of experts at our disposal: videographers, copywriters, 3D artists, SEO experts, mobile marketing experts, public relations experts, social media experts, community managers and developers for specific platforms.In January 2017 Cherry and Cake was acquired by Voice Agency.www.voice.be
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E-commerce shop for Mer du Nordfévrier 2016février 2016
E-commerce shop for Mer du Nord
Mer du Nord wanted to merge its corporate website and its separte e-shop into one single presence on the internet. The e-shop needed to be very brand oriented and not directed solely towards direct sales to preserve the image of Mer du Nord.
Women who like like classy fashion for themselves and their children
We build Mer du Nord’s e-shop in Magento Commerce. To make the brand stand out, the homepage and the category collections feature full-screen slideshows in which the client can add points of interest that can link to any content (internal and external). The whole solution is integrated tightly into other third party tools for sending out emails and following up orders, payments and shipments. Visitors can share products via social networks such as Twitter and Facebook and can download and read catalogues on Issuu. To push the distribution, stores have their own Google Places page and Street View linked to.
While the website has everything one can expect from an e-commerce website, it still has a stylish look which lifts up this iconic Belgian fashion brand.
At launch we integrated a coupon action between Mer du Nord and Coca-Cola Light giving visitors the opportunity to get a discount at check-out.
UI design, Graphic Design, Account and Project Management
Women and Children’s Rights Programmeseptembre 2015septembre 2015
Women and Children’s Rights Programme
Region: Ukraine (Consulting done locally by Cherry and Cake in Kiev)
Our mission The overall objective of the project was to support the Government’s and civil society’s efforts to advance the status of women and children’s rights in Ukraine, and to foster gender culture across Ukrainian society.
Our project represented the advertising component of a broader programme funded by the European Union. Cherry and Cake was hired to give expert advice in brand building and viral marketing over a period of 2 years, spending 80 days in Kiev to support the local team. A major task was to ensure the increasing public awareness of gender related issues with the help of a separate visibility outline, ensuring the outmost visibility of the EU in full coordination with the visibility guidelines of the EU. This visibility should guarantee that all gender related topics would be immediately recognised in public even after the project’s completion.
We also took especially care of aligning visions and campaign concepts for all stakeholders involved. Sharing best practices and giving presentations/training to the press and local partners was a critical part of the job.
Target audience The project targets the population of Ukraine and specifically:
Ukrainian women, with a special focus on those belonging to vulnerable groups
Children, adolescents and youth
Ukrainian media players (especially journalists and editors)
Target groups of the project components of the programme “Women and Children’s’ rights in Ukraine”
The stakeholders: The Council of Europe, ILO, UNDP, UNICEF, the Ministry
More than just a ticketseptembre 2015septembre 2015
More than just a ticket
Region: Belgium, France and the Netherlands
Eurostar Plus is Eurostar’s new programme that lets travellers get more out of their trip (rewards, discounts and tips) by using their train ticket. All existing services, partners and offers are present on a dedicated website called Eurostar Plus.
We were asked to build and promote the EurostarPlus.be website making this relationship program an active driver of the new brand positioning: “A Eurostar Ticket is more than just a ticket”.Target audienceLeisure audience visiting friends and relatives, “One off” travellers or first timers as well as more frequent travellers.Mainly .com customers
The EurostarPlus.be website was build together with an easy and fast management tool for updating deals with partners. A new graphical identity was developed for this programme and used throughout all online media and POS material. The website was promoted online via a banner campaign and Facebook. Visitors could also participate in a contest to win a trip to London.
Campaign website Online banners Posters E-mailing Flyers
Art direction Copywriting Graphic design Web design and programming DTP Field activation Monitoring of online statistics Account and project management
Ad campaign (above/below) for Century21 Beneluxfévrier 2016février 2016
Ad campaign (above/below) for Century21 Benelux
Recent studies focusing on brand/industry perception showed that the real estate industry is struggling with its image. Real estate agents could improve their reputation since there is a lack of trust in the sellers-agent relationship. Some real estate agents lack empathy. On top of that, research showed that people don’t have a lot of affinity with real estate.
Our mission was to present Century 21 as a trustful partner.
People selling their house; age 35-65.
To convey empathy and kindness, we developed a graphical signature "We Love Your house". This signature also supported the idea that Century 21 agents know their clients and love every aspect of their house. This idea was translated in a series of posters, each of them featuring an owner posing in front of its property. One needed to know the owner to be able to understand the full potential of the property and to start loving it
Since trust in real estate agents increases after a first personal contact an activation website with a contest placed at the heart of the campaign launch. Each participating Century 21 agency offered to sell a house without charging any realtor fee. This generated a lot of qualified leads.
• Billboards • DM • Campaign website (contest) • Online banners, emailing • POS (±180 agencies)
Art direction, Copywriting, Graphic/web Design, Desktop Publishing, Account and project management
Energy Waste, Bad Scenarioseptembre 2015septembre 2015
Energy Waste, Bad Scenario
Energy efficiency is not high in policy agendas. Despite its many advantages, it often comes at the bottom of the list of measures which should be conducted. The mental model of energy in western societies makes it difficult for energy efficiency to climb the policy ladder. This is reinforced by a challenging political context, despite the emergence of an advocacy force. With this campaign we needed to trigger a change in attitudes towards energy efficiency. Members of the Coalition for Energy Savings represent a large spectrum of organizations – from industry members to NGOs and can therefor influence decision makers.
EU decision makers
We developed a series of ads as if they were movie posters stating that wasting energy is a bad scenario.
Art direction Copywriting Graphic Design Desktop Publishing Account and project management
London Virusseptembre 2015septembre 2015
Region: Belgium and France
Gold at the MIXX Awards 2010 for best integrated online campaign Nominee at AMMA Awards 2011 for Best Integrated Use of Digital Media Bronze Cyber Award at CCB 2011 Shortlisted at the Cannes Lions 2011 for Best Use of Social Media
Even though London is a must-see travel destination, 50% of the Belgians haven’t been to London yet. Less than two hours away from Brussels and with the low British Pound, it’s the time to go.Eurostar launched a card named “London Virus Card”, which gave people (who could get a hold on one) a chance to travel to London for free and pass the ticket on to a friend, who could then go to London and pass it on and on and on. Our mission was to generate a maximum of word of mouth around London as a trip destination on the internet. The London Virus was born.Target audienceAny Belgian, but especially those who never went to London.
For France the action was concentrated on the city of Lyon.
Friends and family are the most reliable source of information to select a travel destination. So let the travellers do the advertising by giving them the opportunity to win such a special “London Vitus Ticket” to London. Integration of social media in the campaign mechanics was obvious to us from the very beginning.To get infected by the London Virus and thus get a hold on a London Virus Ticket, one had to collect 3 symptoms, hidden on the internet. Symptoms appeared in the form of links (URLs) on Facebook, Twitter, Eurostar’s corporate website, banners, blogs, emails… One only had to click on such a link to grab a symptom and start participating.
Symptoms (links) could be exchanged freely over the internet and this is how especially Facebook made the number of visitors explode on the campaign website: 500.000 unique visits and 3 million page view in the first week! The amount of fans on Eurostar’s Facebook page climbed from 5.000 to 20.000 fans by the end of the campaign. “London Virus” became the most twitted word in Belgium in the first week of the campaign. The campaign was so successful that Eurostar decided to launch the same campaign in France.
Campaign website Online advertising: rich media banners using Eyeblaster technology Facebook ads banners Social media Facebook, Twitter , Netlog and Youtube Viral video clip Blogs E-mailing
Strategic and creative consulting Art direction Copywriting Graphic design Web design and programming Logistical support (via a CMS built for managing the booking of train tickets) Community management on Facebook and Twitter Seeding / promoting the campaign on blogs Monitoring of online statistics Account and project management
FedEx Express / Shipping to Asiaseptembre 2015septembre 2015
FedEx Express / Shipping to Asia
Implement a pan-regional direct marketing campaign promoting FedEx’s Europe to Asia service. Generation of incremental revenues on the Europe-Asia and Europe-India lane and the provision of qualified leads for sales were of utmost importance. We were asked to position FedEx as the “Expert to Asia/India” express delivery service and demonstrate its leadership in facilitating business between Europe and Asia/India.
Business – Existing Clients and Prospects in Europe and the Middle East (22 countries).
Don’t lose your way with your shipments to Asia!
This campaign is based on three short animated films about the suffering of crayons owned by people who don’t use FedEx for the Asian market. The accent is on the brand’s level of expertise, without which delivery to Asian countries could end up being disastrous. In addition to the online part, this campaign also includes an original postal Direct Mailing that acts as a reminder of the main features of the service and gets people to consult the website to watch the films. A competition completes the campaign.Media usedDifferent 3D animationsDirect mailGoodies (FedEx pencils)WebsiteOnline advertising: bannersSales collateralVideo sharing and seedingE-mailingServices ProvidedStrategic and creative consultingArt directionCopywritingScenario designGraphic designDesktop PublishingWeb design and programmingMonitoring of online statisticsAccount and project management
Thomas Cook travel gameseptembre 2015septembre 2015
Thomas Cook travel game
Build an online sales incentive platform to stimulate sales and boost competition between travel agents.Target audienceA select number of travel agent groups.Our approachWe build a website where travel agents could follow on a custom google map the progression of a virtual airplane. Over a course of 9 weeks the airplane had to follow a flight route and make it to the finish to get the first prize. The fuel for the airplanes came from the sales generated over a period of 9 weeks. These numbers were integrated into our system on a weekly basis. Each week the travel agents received an email with a unique URL inviting them to see the progression of their plane on the map and also the planes of other players within he same travel agent group. This to stimulate competition between agents.
We designed and programmed the platform for maximum flexibility to make sure we could host the same type of activation for different brands within the Thomas Cook Group.
Design Programming Support E-mail management and distribution Project Management
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