Krups COOK4ME TOUCH

A new website for Krups

It’s time for Krups’ German to get closer to its consumers by giving them the possibility to buy their products online! For the launch of its new site, Krups called on The MUZES to develop 2 landing pages around the COOK4ME TOUCH product: a product page and a promotional page. The MUZES had already been commissioned for the landing page of the same product by Moulinex France. For the agency, the mission was to adapt this landing page to the needs of the German market.

Starting from an existing base – the Moulinex France landing page for the same product – the page had to be adapted to the needs of German consumers. The Muzes also had to adapt it visually to KRUPS brand’s guidelines and to the new website technology. The original Moulinex landing page was completely redesigned to meet the needs of the German market. Then, a promotional landing page was developed with the DTC team in order to put forward special offers on the product and to animate the new website for its launch.

The 2 landing pages are live on the new website, offering better ergonomics, detailed information on the product and guiding the consumer through his purchasing process (before, during and after). With this update of the Group’s websites, The MUZES has known how to anticipate to respond to the other markets and brands, working for instance with Rowenta on its new website, launching the 19th of May!

Logo Krups

Brand

KRUPS

project

Landing page creation

François MAYOR OLIVOS
EMEA Direct to Consumer Manager | GROUPE SEB

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Calor Access Steam Force

Urban steam, A NEW TERRITORY TO EXPLORE

For the market entry of their new steamer, Calor solicited The Muzes for the market launch of this new product by understanding the desires of the targeted millennial group and how to best seduce them.

The first step was benchmarking to understand the needs of the urban millennials and analyse the codes of other actors in the fashion and textile industry. Speed, work, cities, creativity, adventure : all resonated in the hearts of every targeted millennial consumer. To hone in on the urban spirit, the creative concept surrounded freerun and dance where simple, fluid, precise gestures are highlighted. The aim was to match the aspirations and behaviour of the target with the benefits of the product.

This unexpected urban and lifestyle expression was successful in capturing and retaining the attention of the millenials. Such association between linen care products and millennials’ urban spirits also gives room for the brand to reposition itself, expand its consumer base, and develop modernized products.  

brand

Calor

project

Content creation

François MAYOR OLIVOS
EMEA Direct to Consumer Manager | GROUPE SEB

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Maurice Lacroix

WHEN LUXURY MEETS SUSTAINABILITY

Time has come for Maurice Lacroix to launch the new version of its iconic AIKON watch, the brightest, funkiest and eco-designed range of watches, destined to a Gen Z target. Wishing to bring its own contribution, Maurice Lacroix worked on this project with #TIDE, an association that collects and upcycles plastic from the oceans. The watchmaker then used this composite in their watches’ case and strap. MUZES’ mission, in collaboration with Maurice Lacroix team : prepare the launch of this sustainable product while addressing Gen Z, with a double stake: understand the complexity of the target while combining luxury and sustainability.

The first step was to establish a strategic planning to study and understand the Gen Z, but also understand how luxury brands and their customers, communicate and answer to sustainability matters. Then we had to find THE Big Idea. Starting from the drop idea discussed with Maurice Lacroix team, which highlights the watch’s composite origin: the ocean. A red thread concept was developed with one key message: each action, each person has the power to make things change and make their own contribution The whole thing was based on a line: “That’s what a drop makes”, and on a colorful artistic direction inspired from the watches’ color palette. The goal was to address this new generation with humility, that’s why the Friends of the Brand, Lacroix’s ambassadors, were placed at the heart of the launch to share this message. Once the benchmark, customer study, big idea and storytelling was made, we replicated it all in a launch movie.

We imagined a video from scratch, embracing the drop concept with one key message: go from the ocean to the city, which is the core DNA of the luxury watch brand. Putting forward Lacroix’s sustainable approach, this idea highlights the watch’s composite, from its origin to its final form and new life. Finally, Friends of the Brand were obviously at the heart of this movie. And action! The final video gathers 4 Friends of the Brand, showing their own talent (dance, free running, longboard dancing and DJing) and all wearing the watch on the streets and roofs of Marseille and Aix-en-Provence, in order to promote the new watches range AIKON #TIDE.  Besides, the drop concept and the DA were fully transposed on the brand’s social networks with the Friends of the Brand taking the floor to share their own drop. The whole thing was revealed and presented at the launch which took place in Miami.

brand

Maurice Lacroix

project

Product launch

François MAYOR OLIVOS
EMEA Direct to Consumer Manager | GROUPE SEB

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Krups Evidence Eco Design

Combining perfect coffee taste and eco-design approach

Between KRUPS and The MUZES, it’s been a long story since 2015, through the conception and creation of editorial, video and photo content to highlight the brand and customers for its range of premium coffee machines with automatic bean grinder. After the Evidence Range and Intuition projects, The MUZES has worked with the brand on the digital side of the Evidence Eco Design product launch: the first automatic expresso machine manufactured in France and eco-designed (made from 62% recycled plastic and up to 90% recyclable) to reduce environmental impact, without compromising on performance or service.

To present and explain this innovation the landing page is the biggest point of contact for customers in the purchase process. The aim? Gather and organize all the content to convey the right message to future customers at the heart of the brand site. The structuring of the speech is done through a simple methodology: inspire, educate in two times, demonstrate. Inspire by transcribing the emotional benefit, educate in a first time by detailing the reasons to believe, demonstrate by showing technology and use, and again educate but in a second time, at the end of the funnel, by introducing the range and reminding people to buy. After this first key design stage comes the web design, development and integration of the landing page into the Groupe SEB technical environment.

The detailed landing page guides customers through their purchase process and helps them understand the eco-friendly approach of the product. As Krups is an international brand, the design of a landing page requires a lot of rigour to facilitate the translation of the content. The Evidence Eco Design landing page is already online in 3 countries: France, Poland and Portugal, and will later be adapted and deployed in several European countries. In the meantime, the Krups teams are already working on a brand new product.

Logo Krups

brand

Krups

project

Landing page development

François MAYOR OLIVOS
EMEA Direct to Consumer Manager | GROUPE SEB

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Sopalin

REBOOST AN ICONIC BRAND ON A DIGITAL PLATFORM

We know how French people are used to saying a “Sopalin” to describe any paper towel, regardless of the brand! To avoid staying the antonomasia brand of its category, the historic French brand Sopalin needed to start communicating digitally. The mission was to roll-out a plan to redynamise the brand by targetting and engaging with a younger population.

The communication strategy to relaunch the brand on digital was designed around four objectives: increase engagement, increase pre-purchase interest, maximise the emotional connection and capitalise on the brand.
The brand and its special link with the French were the starting point for the whole activation, especially for the core story: a brand that is so embedded in everyone’s daily life obviously holds a lot of stories everybody can relate to.
After this observation and some work on strategic planning, the creative concept emerged as simple and obvious. Each of us, in our own way, are so messy, cute, sensitive, inspired, and sometimes not really morning people, and we know small smudges happen, because we are all unique in our way! And that is why Sopalin chose its new “That’s So You” campaign signature to reboost its digital actions with plently of positive energy!

From a graphic point of view, the product was enhanced and the brand was modernised by reworking the symbol of Sopalin, the red color in a gradient. From a strategic point of view, social listening allowed us to better understand the target, their consumption ways and their presence on the various digital touchpoints in order to guide the 100% digital spread of the creative concept.
The digital activation took shape through a new website, a video manifesto and its variation in capsules by target, as well as the daily animation of the brand’s social networks with a friendly and fun tone of voice that reflects the personality of Sopalin.

Logo Sopalin

brand

SOPALIN

project

Creative concept and digital activation

François MAYOR OLIVOS
EMEA Direct to Consumer Manager | GROUPE SEB

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Rowenta Ultimate Experience

Rowenta Ultimate Experience

A TOUCH OF MODERN LIFESTYLE

The mission was to launch a range of innovative haircare products with the chosen ambassador : Helen Lindes, the ex Miss Spain. The important challenge was to add a touch of modern lifestyle which differs from the existing professional positioning.

For the photoshoot, there was a stability to find between the time and cost of videos and photos in order to fully benefit of Helen’s presence. In the creation of How-To, Hero, and unboxing videos a balance of product description, demo, and 3D was needed to keep the lifestyle approach of this product, for how the universe of ‘inspiration’ is very important.

A bright lifestyle universe was created for such a range of beauty products as well as a handful of videos with more than 255K views on social media across Europe.

 

brand

ROWENTA

project

Product launch : video and landing page

François MAYOR OLIVOS
EMEA Direct to Consumer Manager | GROUPE SEB

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EVVO

Key visual Evvo

EVVO, THE SNOWSHOE BRAND THAT STEPS OUT OF THE TRACKS

A start up with an innovative product was seeking to position itself in the overly competitive outdoor market : a new snow shoe that has a sole created by Michelin. EVVO met The MUZES during the summer of 2020 in the midst of Covid uncertainty. It is therefore at the dawn of a winter that will be crucial and explosif for the sector that the rEVVOlution started.

The teams created a new brand identity and universe in which the strategic vision challenged the codes of the traditional and somewhat old-fashioned snow shoes. This new DNA was highlighted in the writing of the selling stories, the revamping of the website, and all other texts. A photoshoot to capture the key visuals of the brand, a strong community management, and a webmarketing strategy all help accompany the go to market strategy for the winter season.

The communication strategy was as disruptive as the product ! With a rejuvenation of the discourse, there was an opening of the sport to a new public and the creation of an ever-growing community. The success of the product was highlighted at the biennal of Saint Etienne, on a television program thanks to influence work, and with references coming from new leading sport retailers in France for the upcomming winter.

brand

EVVO

project

Brand strategy and omnichannel activation

François MAYOR OLIVOS
EMEA Direct to Consumer Manager | GROUPE SEB

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SEB Group EMEA Direct-To-Consumer

SEB GROUp EMEA Direct-to-consumer

After years of developing a traditional sales model, in 2019 The MUZES supported Rowenta (SEB Group) in its transition from a brand website to a merchant website and finding the right balance between both. 3 years later, The MUZES now supports the group on its Direct-To-Consumer challenges for 3 brands (Rowenta, Tefal and Moulinex) in 8 countries, i.e. a total of 12 D2C online shops.

Rising to the challenge of several e-commerce sites while maintaining the attractiveness and richness of a brand site requires a range of complementary actions such as the management of product catalogues and the creation of landing pages. But it is also the follow-up of commercial highlights to enhance the brands with a relevant content strategy. To do so, the actions that were carried out are mainly webmastering and e-merchandising. The support comes in two stages: advising for the technical part and the creation of coupons, banners, bundles, special pages dedicated to special events on the operational part, all in 6 differents languages. A great deal of work, even more relevant and important when purchases surged with annual major sales events like Valentine’s Day, summer and winter sales, Black Friday, Christmas, etc. Over 2021, a total of 899 actions were carried out, in order to assist customers and facilitate their purchase process.

The goal is achieved for SEB Group: boost online sales via e-commerce websites and increase their online market share. The success of the pilot project Rowenta led to similar online stores development for Tefal and Moulinex which have themselves encountered the same success in the group’s EMEA markets. This success is due to the daily involvement of Groupe SEB’s internal teams and their ongoing relationship with The MUZES.

brand

Moulinex – Rowenta – TEFAL

project

EMEA Direct to Consumer

François MAYOR OLIVOS
EMEA Direct to Consumer Manager | GROUPE SEB

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Shopping Etrembières

Shopping Etrembières

SHOPPING ETREMBIÈRES, FRESH AIR ON THE SHOPPING CENTER

Located on the Suisse border, the shopping center Shopping Etrembières made a tender for its communication plan for the 3 following years. After winning Val Thoiry a year before, The Muzes proposed a more modern positioning and direction plan structured around major events of the year.

On the activation side, an omnichannel strategy mixing digital channels such as website and social media, retail channels or physical banners in the Genevoise region, press releases and animations has added life and rhythm in the Shopping Center during the entire year. All with the main goal of retaining a local audience while seducing and recruiting new clients in a dynamic region hosting an increasing amount of inhabitants.

The creation of inspiring and informative social media contents, effective webmarketing campaigns, website and print designs, radiodiffusions, and prize-winning contests, together augmented the digital presence of the mall, increased consumer retention in France and developed the growing interest of Swiss consumers. All of these are grouped by colorful signature designs associated with strong key moments and always aligned with the hook “in the air“.

Brand

Shopping ÉTREMBIÈRES

Project

Visual identity creation and omnichannel deployment strategy

Perrine GILLET
Chargée de marketing et communication | Eurocommercial

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NTN Europe 2

Brand repositioning for a BtoB industrial group

After 10 years of communication focused on its business units, NTN-SNR, leader in precision mechanics, decides to assert itself as an international group (NTN) and to unify and energize its discourse. A necessary need, both internally and externally. To achieve this, brand DNA, brand expression and on-boarding of the teams were all a part of the mission.

In the midst of the COVID crisis, the stakes appear to be threefold: highlighting the company’s expertises, reaffirming its values and clearly express what the company is making today for a better tomorrow, a world more «Nameraka».

Namera … What? Nameraka. Fluidity, mobility, harmony … The term Nameraka comes from the Japanese roots of the group. A strong part of its DNA. The MUZES quickly identified all the potential and all the singularity of this concept. In a very tense context, this new signature, the creation of a whole new brand territory, the design of a future-oriented graphic universe and a brand manifesto allow the group to loudly announce its positioning.

Brand

NTN

project

POSITIONNEMENT DE MARQUE