Real stories make a real impact: how we celebrated 20 years of Lydian

Celebrating your 20th birthday in style when the circumstances are limiting your options? You don’t have to ask law firm Lydian more than once. With iO, it developed an authentic video campaign with stopping power that even the competition couldn’t resist.

Client

Lydian

Challenge

Reinforcing the positive perception of the brand, both inside and outside the organisation.

Solution

Visual, authentic storytelling

About Lydian

As a Belgian full-service law firm, Lydian distinguishes itself by being close to people. Both to its own employees and the companies they help. With 20 years of experience in its briefcase, Lydian supports both national and international clients with legal and business solutions.

The request

Lydian asked us to come up with a creative idea for a double celebration: 20 years of Lydian and receiving the ISO 27001-certificate for information security. Something that would put the brand in the spotlight, but also fill everyone who works for Lydian with pride.

Our solution

We wanted to implant Lydian in the consciousness of clients, potential clients, networks and its own (and potential) employees. And making people proud of the fact that they contributed to 20 years of success. Going into great detail about how amazing Lydian is and the kind of turnover it generates is pointless. The same goes for classic testimonials which have been stripped from all credibility. What we do need, however, is storytelling through words and images. Videos that tell authentic stories of the people who make things happen: the people who work for Lydian. And who make Lydian work.

The concept

We let the people at Lydian speak about how their job allows them to be who they truly are. About how they bridge the gap between their personal passion and their professional challenges. And how worklife and professional life can reinforce one another. These are human stories driven by passion. For the job. For life.

We translated this concept to 6 stories, 6 videos with derivatives for social media, an animation video with the 20th anniversary logo and a making of.

Lydian - Kato Aerts

The result

This campaign left no one untouched. On the one hand, it reinforced the involvement of those who wrote and are still writing Lydian’s story. On the other hand, Lydian was inundated with lovely responses from its own network, but also from its competitors and colleagues. Those who saw the stories realised for a moment why they do it all.

Relevant insights

Strategy
Content strategy: the art of building relationships
Today brands create content every single minute of the day and have a thousand ways to communicate that they are in tune with their customers' changing needs and desires. But a great content strategy is not about a series of one-shots, and it’s not about ‘doing video’ or ‘going social’ either. If you really want to capture people's attention and turn it into a lasting relationship with your brand, you need to make a genuine connection. Sabrina Bulteau, Strategy Service Line Director at iO Brussels, helps you well on your way in your new adventures in content marketing.
Creation
Why good digital design matters
As we live in a society where ‘always-on’ is more than just a buzzword, brands can’t afford to bore people. People will only listen to you if you deliver a great experience, and as a brand you have to speak to their needs, their experiences and their humanity. You need to put yourself in their shoes: what do they love and hate? By doing so, you stand a better chance of getting them involved in your message and making them feel moved.
Creation
Smarter innovation through Design Thinking
Research demonstrates that companies that shape products and services, in a co-creative process with their end users, can benefit from as much as a 32% higher revenue growth than their competitors, over 5 years. It’s little wonder that Design Thinking — a solution-oriented methodology, in which issues are defined directly from listening to the needs of the end user — is gaining ground. Bas van Dun and Dylan Fanego, digital strategy consultant and UX designer at iO, explain: "Sometimes the solution does not lie in the app or website that you initially had in mind".