{"id":10689,"date":"2019-01-01T08:42:00","date_gmt":"2019-01-01T08:42:00","guid":{"rendered":"https:\/\/www.vccp.com\/?post_type=work&#038;p=10689"},"modified":"2020-08-24T12:48:29","modified_gmt":"2020-08-24T11:48:29","slug":"global-advocacy","status":"publish","type":"work","link":"https:\/\/www.vccp.com\/uk\/work\/hp\/global-advocacy","title":{"rendered":"Global Advocacy"},"content":{"rendered":"<div class=\"lazyblock-two-column-text-quote-image-Z2kQk8a wp-block-lazyblock-two-column-text-quote-image\"><section class=\"fullwidth fullwidth--overflow \" data-aos=\"fade-up\">\r\n  <div class=\"container container--spaced-lg\">\r\n    \r\n    <div class=\"row\">\r\n      \r\n      <div class=\"col-md-6\">\r\n                \r\n                <blockquote class=\"blockquote blockquote--md-right\">\r\n          HP&#8217;s mission is to create technology that makes life better for everyone, everywhere.                  <\/blockquote>\r\n                \r\n  \t\t\t      <\/div>\r\n      \r\n      <div class=\"col-md-6\">\r\n    \t\t<p>But with thousands of customers around the globe, the company needed powerful, active customer references\u00a0 to drive demand and sales.<\/p>\n<p>So we created a global advocacy programme that supports sales and marketing, delivering powerful stories and content in 98 countries and 21 languages.<br \/><br \/>As a result, we have\u00a0influenced $Bs in revenue through the coordination of approved customer references.<\/p>  \t\t<\/div>\r\n  \t\t\r\n    <\/div>\r\n    \r\n  <\/div>\r\n<\/section><\/div>\n\n<div class=\"lazyblock-two-column-images-Z13B9iX wp-block-lazyblock-two-column-images\"><section class=\"fullwidth\">\n  <div class=\"container container--spaced-sm\">\n\n    <div class=\"row\" data-aos=\"fade-up\">\n      \n            <div class=\"col-md-6\">\n        <div class=\"grid-item grid-item--square\">\n\n          <picture>\n            <source data-srcset=\"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2020\/08\/HP1.jpg 768w\">\n            <img data-src=\"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2020\/08\/HP1.jpg\" alt=\"\" class=\"lazyload img-fluid grid-item-img\">\n          <\/picture>\n\n        <\/div>\n      <\/div>\n            <div class=\"col-md-6\">\n        <div class=\"grid-item grid-item--square\">\n\n          <picture>\n            <source data-srcset=\"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2020\/08\/HP2.jpg 768w\">\n            <img data-src=\"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2020\/08\/HP2.jpg\" alt=\"\" class=\"lazyload img-fluid grid-item-img\">\n          <\/picture>\n\n        <\/div>\n      <\/div>\n            \n    <\/div>\n\n  <\/div>\n<\/section>\n<\/div>","protected":false},"excerpt":{"rendered":"","protected":false},"author":3,"template":"","class_list":["post-10689","work","type-work","status-publish","hentry"],"acf":{"capability_ids":["992"],"client_id":"10200","hero_video":"","hero_image":{"ID":10690,"id":10690,"title":"HP3","filename":"HP3.jpg","filesize":29979,"url":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2020\/08\/HP3.jpg","link":"https:\/\/www.vccp.com\/uk\/work\/hp\/global-advocacy\/attachment\/hp3","alt":"","author":"3","description":"","caption":"","name":"hp3","status":"inherit","uploaded_to":10689,"date":"2020-08-14 07:40:25","modified":"2020-08-14 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15:18:41","post_date_gmt":"2018-01-01 15:18:41","post_content":"<!-- wp:lazyblock\/two-column-text-quote-image {\"text-right\":\"\\u003cp\\u003e\\u003cstrong\\u003eWhat was the challenge?\\u003c\/strong\\u003e\\u003cbr \/\\u003e\\u003cbr \/\\u003eDespite being used by Uber, Facebook, Spotify and Netflix, Amsterdam-based Adyen had almost no U.S. awareness in 2015. Its product was viewed as back-end payments technology, and media was focused on Adyen\u2019s buzzy but smaller rival, Stripe.\\u003cbr \/\\u003e\\u003cbr \/\\u003e\\u003cstrong\\u003eHow did we meet that challenge?\\u003c\/strong\\u003e\\u003cbr \/\\u003e\\u003cbr \/\\u003eWorking closely with Adyen\u2019s marketing team and executive leadership we created a new narrative that elevated the conversation above \u201cjust\u201d payments, to focus instead on how Adyen\u2019s breakthrough technology enabled a new era of global commerce.\\u003cbr \/\\u003e\\u003cstrong\\u003e\\u003cbr \/\\u003eWhat was the change as a result?\\u003cbr \/\\u003e\\u003c\/strong\\u003e\\u003cbr \/\\u003eAdyen is positioned as the company powering the global expansion of Silicon Valley\u2019s largest technology companies. Our program catapulted the company to top-of-mind status among media, leading to a much-buzzed-about IPO \u2014 even though the company went public on a European stock exchange.\\u003c\/p\\u003e\",\"image\":\"%7B%22alt%22:%22%22,%22title%22:%22Adyen1%20(1)%22,%22caption%22:%22%22,%22id%22:10603,%22link%22:%22https:\/\/www.vccp.com\/work\/adyen\/transatlantic-buzz\/attachment\/adyen1-1\/%22,%22url%22:%22https:\/\/www.vccp.com\/wp-content\/uploads\/2018\/01\/Adyen1-1.jpg%22%7D\",\"blockId\":\"Ytra8\",\"blockUniqueClass\":\"lazyblock-two-column-text-quote-image-Ytra8\"} \/-->","post_title":"Transatlantic Buzz","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"transatlantic-buzz","to_ping":"","pinged":"","post_modified":"2020-08-25 10:06:32","post_modified_gmt":"2020-08-25 09:06:32","post_content_filtered":"","post_parent":10331,"guid":"https:\/\/www.vccp.com\/?post_type=work&#038;p=10596","menu_order":0,"post_type":"work","post_mime_type":"","comment_count":"0","filter":"raw"}},{"relateditem":{"ID":11188,"post_author":"1","post_date":"2018-06-01 10:09:07","post_date_gmt":"2018-06-01 09:09:07","post_content":"<!-- wp:lazyblock\/video {\"video-id\":\"106298636\",\"blockId\":\"Z1cj44\",\"blockUniqueClass\":\"lazyblock-video-Z1cj44\"} \/-->\n\n<!-- wp:lazyblock\/two-column-text-quote-image {\"text-right\":\"\\u003cp\\u003e\\u003cstrong\\u003eWhat was the challenge?\\u003c\/strong\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003eTo make flying easyJet for business a badge of honour and thus reverse the misconception of a trade off between price for quality.\u00a0\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cstrong\\u003eHow did we meet that challenge?\\u003c\/strong\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003eOur creative idea \u2018Business Sense\u2019 celebrated business people who rejected establishment thinking and embraced a more progressive and efficient way to do business - redefining the category.\u00a0\\u003c\/p\\u003e\",\"quote\":\"We wanted to make flying easyJet for business a badge of honour.\",\"blockId\":\"DdxQA\",\"blockUniqueClass\":\"lazyblock-two-column-text-quote-image-DdxQA\"} \/-->\n\n<!-- wp:lazyblock\/image-full-width {\"image\":\"%7B%22alt%22:%22%22,%22title%22:%22vlcsnap-2019-05-16-11h39m20s126%20(2)%22,%22caption%22:%22%22,%22id%22:11193,%22link%22:%22https:\/\/www.vccp.com\/work\/easyjet\/business-sense\/attachment\/vlcsnap-2019-05-16-11h39m20s126-2\/%22,%22url%22:%22https:\/\/www.vccp.com\/wp-content\/uploads\/2018\/06\/vlcsnap-2019-05-16-11h39m20s126-2.jpg%22%7D\",\"blockId\":\"ZJ5JCI\",\"blockUniqueClass\":\"lazyblock-image-full-width-ZJ5JCI\"} \/-->\n\n<!-- wp:lazyblock\/text-full-width {\"text\":\"\\u003ch4\\u003eOff the back of our work we've seen a 25% increase in seat sales, improved revenue per seat by 5.9%, and seen business travel become one of the biggest success stories for easyJet; just under a fifth of their passengers are now people who are travelling for business.\\u003c\/h4\\u003e\",\"blockId\":\"20feH5\",\"blockUniqueClass\":\"lazyblock-text-full-width-20feH5\"} \/-->","post_title":"Business Sense","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"business-sense","to_ping":"","pinged":"","post_modified":"2020-08-25 20:34:06","post_modified_gmt":"2020-08-25 19:34:06","post_content_filtered":"","post_parent":10331,"guid":"https:\/\/www.vccp.com\/?post_type=work&#038;p=11188","menu_order":0,"post_type":"work","post_mime_type":"","comment_count":"0","filter":"raw"}},{"relateditem":{"ID":11088,"post_author":"1","post_date":"2017-09-08 16:12:00","post_date_gmt":"2017-09-08 15:12:00","post_content":"<!-- wp:lazyblock\/video {\"video-id\":\"282344851\",\"blockId\":\"Z2srfYp\",\"blockUniqueClass\":\"lazyblock-video-Z2srfYp\"} \/-->\n\n<!-- wp:lazyblock\/two-column-text-quote-image {\"text-right\":\"\\u003cdiv\\u003eIn 2017, with increasing apathy towards new phones, increasing competition from both new and old competitors, and the decreasing distinctiveness of some of its most treasured brand assets, O2 faced its toughest market conditions to date for selling the new iPhone.\\u003c\/div\\u003e\\n\\u003cdiv\\u003e\u00a0\\u003c\/div\\u003e\\n\\u003cdiv\\u003eThey needed a new approach that didn\u2019t lean on the quality of new handsets, or on price alone to capture critically important iPhone customers.\\u003c\/div\\u003e\\n\\u003cdiv\\u003e\u00a0\\u003c\/div\\u003e\\n\\u003cdiv\\u003eSo instead, we took a moment that telecoms companies had traditionally run away from - that moment of breaking your phone screen - and changed it into a positive for the customer with \u2018Oops\u2019, giving customers free screen replacements on the latest phones.\\u003c\/div\\u003e\\n\\u003cdiv\\u003e\u00a0\\u003c\/div\\u003e\\n\\u003cdiv\\u003eThis fit perfectly with our research that showed people didn\u2019t necessarily want the latest phone, but they did want their phones to look and feel new for as long as possible.\\u003c\/div\\u003e\",\"quote\":\"This is the story of how a simple, untapped human insight led to a proposition and communications idea with incredible results.\",\"blockId\":\"Zi6oDW\",\"blockUniqueClass\":\"lazyblock-two-column-text-quote-image-Zi6oDW\"} \/-->\n\n<!-- wp:lazyblock\/image-full-width {\"image\":\"%7B%22alt%22:%22%22,%22title%22:%22lead-image%22,%22caption%22:%22%22,%22id%22:11091,%22link%22:%22https:\/\/www.vccp.com\/?attachment_id=11091%22,%22url%22:%22https:\/\/www.vccp.com\/wp-content\/uploads\/2020\/08\/lead-image.jpg%22%7D\",\"blockId\":\"1sEnM0\",\"blockUniqueClass\":\"lazyblock-image-full-width-1sEnM0\"} \/-->\n\n<!-- wp:lazyblock\/text-full-width-bold {\"text\":\"People in the UK have amassed a total repair bill of more than \u00a31 billion over the last 3 years from cracking their mobile phone screen.\",\"blockId\":\"Z1pSc92\",\"blockUniqueClass\":\"lazyblock-text-full-width-bold-Z1pSc92\"} \/-->\n\n<!-- wp:lazyblock\/two-column-text-quote-image {\"text-right\":\"\\u003cdiv\\u003eVCCP\u2019s creative team came up with a simple, visually iconic style of a cracked screen over O2\u2019s signature blue grad.\u00a0\\u003c\/div\\u003e\\n\\u003cdiv\\u003e\u00a0\\u003c\/div\\u003e\\n\\u003cdiv\\u003eThe word 'Oops' was a playful way of dramatising the horror of cracking your screen. In reality people say a lot more than \u2018Oops\u2019, but the word gave a cheeky nod to just how easy it is to drop and smash your phone.\\u003c\/div\\u003e\\n\\u003cdiv\\u003e\u00a0\\u003c\/div\\u003e\\n\\u003cdiv\\u003eThis was an incredibly flexible concept, able to translate across multiple media formats. 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