Thought Leader in Sustainability
Lyreco Switzerland
Lyreco, the Swiss leader in workplace solutions, approached standing ovation to re-establish the theme of sustainability for its brand. The result: Lyreco Unboxed! An initiative and open dialogue platform for the brand, for the industry and for the topic of sustainability.
Regaining credibility
Despite many years of commitment (Social Responsibility has been anchored as a strategic corporate goal since 2012), Lyreco Switzerland has not succeeded in being perceived as a leading player in the industry. At the same time, «greenwashing» became a buzzword. As a result, Lyreco Switzerland lost its competitive edge, its credibility and its reputation as a pioneer in its field. Our response was to analyze the needs of their customers and develop a concept to strengthen Lyreco Switzerland's brand voice.
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Transparency, not Rhetoric -
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Knowledge, not Sales Events
From Customer Insights to Storytelling
The problem required one thing in particular: listening! We provided the necessary customer insights by conducting in-depth interviews, social listening and a thorough content audit. The analysis showed that customers and producers need more clarity and guidance on the topic. They want transparency, not rhetoric, and knowledge, not sales events.
«Working with standing ovation was a completely new experience. The insight-based approach provided the necessary boost for our brand strategy. The resulting platform for sustainability, Lyreco UNBOXED, has completely exceeded our expectations.»
Lyreco UNBOXED – a Sustainability Initiative to Promote Dialogue and Change Perspectives
As a distributor, Lyreco can only determine its own product range to a limited degree. It was therefore clear that the new platform would need to be designed to allow manufacturers to participate. The live conference format was the ideal first step to initiate an open dialogue with the brand. To create a lasting impact for the company, we built the Unboxed concept on the basis of three pillars:
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Lyreco Unboxed Exhibition -
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Main Stage -
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Lyreco Unboxed Exhibition -
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Session in Plenary -
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Show Act at the Evening Event -
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Reinforcing the Lyreco Brand Voice Through Content
The digital content hub was largely responsible for the high traffic on all of the company's digital channels. Based on the content audit, we optimized the content for SEO and published the right topics with high reach. The results speak for themselves: a high engagement rate on LinkedIn (11.6% engagement rate, 5.7% CTR) and increased credibility of the Lyreco brand voice as a sustainable partner.
Hard Facts on Sustainability
The Lyreco Unboxed initiative and the first Lyreco Unboxed conference have also proved successful when it comes to practicing sustainability. In order to identify hotspots, implement reduction measures and offset unavoidable emissions, we had our carbon footprint calculated by Swiss Climate: –53t CO2 (industry benchmark 96t) with a total emission of 43t CO2 for the conference.
The Lyreco Sustainability Tram encouraged guests to take public transport to the Umwelt-Arena.
The vegetarian catering concept focused on regional and organic produce sourced within a radius of 40km.
Electronic means of communication were used instead of mass printing. Unavoidable waste was carefully separated and properly disposed of or recycled.
Both the exhibition and the furniture were 100% reusable. The furniture was rented and the reusable boxes provided by Lyreco were put back into use for customer deliveries.
Mission Accomplished – the Industry Weighs in
Lyreco Unboxed – a new platform for dialogue was born. For the brand, for sustainability, and for the industry. Over 1000 customers, guests and partners gathered for a conference-style event. More than 30 experts from the fields of business, science and politics inspired and discussed in panels and workshops. The event kicked off a movement with a clear goal: to get the industry talking to find solutions for a more sustainable future.
