UPR Agency Antwerpen, België

Project gemaakt voor Rituals in de Media industrie voor een B2C publiek in 2020.Rituals (re)launched a collection inspired by the ancient Chinese concept of Jing, representing calmness, stillness and tranquility. A collection built out of two ranges: Relax & Sleep. However, to raise awareness keeping still nor calm were an option, on the contrary. UPR was asked to create excitement amongst Rituals fans and generate general brand awareness. To bring the collection under attention, UPR rolled out a communication strategy with different touchpoints through traditional press, social media and advertising, focusing on both ranges at the same time. We organized a press and influencer sleepover event to submerge our guests in the concept of Jing, distributed press assets via a qualitative press kit, arranged interviews with an international sleep-expert, created inspiring content with brand ambassadors and set-up a tactical mediaplan. On top of that, interesting insights and consumer data were gathered via a survey. The communication campaign resulted in a well balanced mix of earned, owned and paid media. For the history books: at the time of the launch (March 2020) big C* was the trending topic just about everywhere, but with a balanced approach we managed to highlight just that what people needed the most: calmnesss and a moment of self-care.

Project gemaakt voor Bang&Olufsen in de Technology Hardware & Equipment industrie voor een B2C publiek in 2020.

Project gemaakt voor Woningen/Maisons Blavier, Reynaers Aluminium, Niko, Unilin, Stûv, Hunter Douglas in de Bouw industrie voor een B2B / B2C publiek in 2021.The annual Batibouw fair for builders is an important occasion for communication. However, a classic communication approach was excluded as the 2021 edition of the fair could not take place physically due to Covid-19. As a result, many companies specializing in building materials and housing solutions asked themselves how they could reach press and influencers with their news. UPR Agency answered this challenge with the launch of a Building & Living trend platform https://www.mediadagen-uprbrussels.com/ and https://fr.mediadagen-uprbrussels.com/ that bundles news from different companies, experts and trendwatchers. With a mix of podcasts, videos, text and images, the platform introduced journalists and influencers to the latest trends in building and housing. In addition to contributions from leading companies such as Woningen/Maisons Blavier, Reynaers Aluminium, Niko, Unilin, Stûv and Hunter Douglas, the platform gave the floor to experts and trendwatchers. This innovative format, fascinating storytelling and interesting news was followed with great interest by dozens of journalists and influencers during personalised digital tours on the platform. The press and influencers were enthusiastic about this approach. It allowed them to become acquainted with both news from the construction sector and the latest trends according to leading trendwatchers in a time-efficient manner. UPR Agency developed a new communication concept that included following services: * Content development * Website, podcast & video development * Press & influencer relations

Project gemaakt voor Zalando in de E-commerce industrie voor een B2C publiek in 2020.In September 2020 Zalando celebrated their 10th years market entry in the Netherlands. The objective was to create an activity and story about the 10th anniversary, incorporating (high end) fashion, sustainability, technology, diversity and their partnerships with Dutch brands. Important to make Zalando a loved brand, for the Dutch consumers. Since Zalando was big game changer for the Netherlands when it comes to (online) shopping we came up with the idea STORY OF A DECADE. 10 years back. 10 years ahead. The anniversary campaign was all about timeless trends, long lasting partnerships, and Zalando’s impact from webshop to fashion authority over the past 10 years. But more importantly, the campaign presented Zalando’s vision on future fashion. With STORY OF A DECADE we collaborated with 10 of Zalando’s Dutch brands. Their 10 best items from the last decade were transformed and upcycled by the first global sustainable couture designer, Dutch designer Ronald van der Kemp. An interpretation of fashion in 2030. The result? A 10 piece couture collection, showcasing Zalando as a future proof fashion authority.

Project gemaakt voor Dr Martens in de Kleding & Accessoires industrie voor een B2C publiek in 2020.In September 2021 Dr. Martens wanted to reach and connect with local audiences within the Netherlands, by sharing relevant stories and elevating important voices from the NL community. The objective was to create an activity within COVID-19 guidelines to reach young, rebellious free-thinkers with an open mind. This resulted in a mini-series podcast, Talking Tough, hosted by three creative moguls from the Netherlands. Talking Tough is a podcast about game changers, the role models of our time, who should be heard on a bigger platform. In this mini-series the hosts went into depth per episode with our guests Massih Hutak, Naomie Pieter and Tim Wes. From gentrification in our favorite cities worldwide to art as a form of resistance, and from Black queer love to spirituality.

Project gemaakt voor Vrije Universiteit Brussel in de Onderwijs industrie voor een B2C publiek in 2021.The Vrije Universiteit Brussel wants to position itself distinctively as an Urban + Engaged University where students do more than just study and research, but also give purpose to their lives through personal engagement. The corporate team of UPR Agency developed a brand positioning strategy inspired by the Sustainable Development Goals of the United Nations. This resulted in a brand campaign that appeals to the internal and external VUB stakeholders to make their commitment concrete in one of the many projects living on the campuses. The brand strategy was translated into the communication campaign 'The World Needs You' that was rolled out on the campuses, with a new website, on owned and paid social media, through the VUB communication channels and the press. With the renewed brand strategy the VUB succeeds in strengthening and deepening the emotional values of the brand through meaningful and purpose driven communication. UPR Agency bundled its vision and approach to sustainability communication in this paper https://hope.prezly.com/meaningful-communication-to-nurture-hope-for-the-next-normal [https://eur01.safelinks.protection.outlook.com/?url=https%3A%2F%2Fhope.prezly.com%2Fmeaningful-communication-to-nurture-hope-for-the-next-normal&data=04%7C01%7Cerik%40UPRagency.com%7Cc86d9f68af08453195c108d904b25548%7C8af33d488ce44ace97783dd81562f2ed%7C0%7C0%7C637545986312284440%7CUnknown%7CTWFpbGZsb3d8eyJWIjoiMC4wLjAwMDAiLCJQIjoiV2luMzIiLCJBTiI6Ik1haWwiLCJXVCI6Mn0%3D%7C1000&sdata=Q42odx78IZWEkL2RR7sLOeRsRCeal2zCP%2B7K9S8HROA%3D&reserved=0] UPR Agency developed a future proof brand strategy that included following services: * Internal and external brand positioning campaign * Website development and ongoing multimedia content creation * Social media content development, communication and advertising * Press Relations