EXPECT & REACT TO UNEXPECTED

LEKO 20 years ANNIVERSARY
STRATEGY & CONCEPT

In 2020 Hub Ahead & LEKO - a leading brand with a wide range of interior and exterior home paint products entered the new year with total rebranding of LEKO key products packaging and a strategy for a brand’s 20 years anniversary celebrations with the new outfit...
THEN COVID-19 HIT and THE WORLD WAS FORCED TO RETHINK EVERYTHING SO WE & LEKO DID
First-of-all we were challenged to reinvent the concept & stay true and authentic to a new reality. And second to go from offline celebrations to a digital first campaign.
ANSWERING HARD TIMES WITH EMPATHY & POSITIVE VIBESSO WE & LEKO DID
LEKO means “light” & “easy” and that’s exactly the tone-of-voice we wanted for this unusual anniversary campaign – a positive vibe to help people “keep it EASY (LEKO)” even in unexpectedly hard times.

MONTH CAMPAIGN

BRAND PILLARS CONCEPT

LEKO

VIBES FROM JUNE to DECEMBER 2020

The main message was simple:

“LEKO IS…”

followed by different good actions/tail meanings.

Campaign’s scope:

Total products packaging new identity – strategic design development
Total anniversary identity equipment – occasional logo design – dynamic logo tag – visual – video tag – series of image visuals – static & dynamic product formats

Strategic & Brand communication work, Campaigns identity & Design,
Digital communication strategy; Planning & Optimization, Social media & Digital platforms
6 months Digital activation covering 6 Communicational pillars
Content & Video production – PR communications.

All communication pillars were introduced on an anniversary website – building thus a recognizable and consistent communication at all levels through the year.

LEKO products new visual identity - different products communication - anniversary identity

In times of change, we emphasize on how LEKO has changed for better – now with a new style and image of a significant Bulgarian brand with 20 years behind it.

New products visual design elements - NEW PRODUCT ICONS were consistently used to build on this line of communication through the year:

Creating logo for the special occasion and video tag
Communication to present the new product packages

My Website

Brand image and anniversary awareness

Aiming to present the topic (20 years LEKO) and build further awareness of the campaign we’ve launched a brand’s anniversary main video to officially launch the main statement and brand pillars:

My Website

Consumer engagement with positive vibes communication

Staying true to new reality - but still spreading positive vibes to cheer people up we introduced LEKO renovation masters (stand–up comedians) who shared “EMERGENCY LEKO MEASURES” against bad mood in the anniversary communication:

Мonthly Facebook CHALLENGES with prizes:

Challenge 1: We shared “emergency measures” tips against bad mood and encouraged the audience to share theirs. Special LEKO prize – an attention-grabbing stunt - cake, DELIVERED BY DRONE

Brand involvement in social cause

“ЛЕКО Е…да благоДАРИМ!”

To support those who are in need, we created a LEKO brand engagement with a special cause - partnership with foundation “HUG ME”, dedicated to art activities for children from foster care centers.

A selection of children’s paintings was recreated in a limited t-shirts edition - 20 shirts with unique artwork, one for each of the 20 years of the LEKO brand life.

We started an online donation campaign “DRESSED IN LOVE”, gathering money for winter clothes for children from foster care centers. “T-shirts with a cause” were given to contributors as a sign of gratitude.

Campaign integration in key stores with the opportunity to win “T-shirt with a cause” on spot.
The positive and true empathetic character of the brand social initiative was appreciated by the media in the light of dominating negative / Covid news.
We secured live reportage in the leading national broadcast channel NOVA TV, interviews in BNR national radio and materials in more than 10 digital media outlets.