Case studies

We have worked with hundreds of clients over the years – some of the best known names in international business. These are a few examples of the ways we have served their needs and exceeded their expectations.

Lyonsdown enables Samsung Semiconductor to promote greener ICT

The challenge

Samsung Semiconductor is a world-class manufacturer of computer memory typically used in servers, PCs and mobile devices.

To improve the reputation of the industry and differentiate itself from its competitors Samsung Semiconductor created an eco-friendly suite of products. In addition to their reputational value, these products which operated with smaller circuits used less energy and so could ultimately save customers money.

However, Samsung Semiconductor found it hard to get this information across the CEOs and decisions makers in client firms. They paid no attention to the memory their IT departments bought, opting for the fastest or cheapest RAM available without taking account of the total costs.

The solution

Samsung asked Lyonsdown to help inform and educate business leaders about the importance of greener ICT generally, and of energy efficient RAM in particular.

Since RAM is a niche topic usually left to specialists, we decided to create a report aimed at providing CEOs with the information they needed to make good decisions about information technology in the business.

Lyonsdown worked with Samsung to develop a series of articles that analysed how firms could reduce the cost of their data centres. They focused on top level trends and strategies, were information rich and packed with advice on improving data centre efficiency. Most importantly they armed senior managers and CEOs with the questions they needed to ask their IT departments.

The report was published in The Sunday Telegraph, a newspaper that reaches 1.6 million readers and is widely read and trusted by company directors and other senior executives. It was timed to coincide with CeBIT, Europe's largest IT trade fair, where Samsung Semiconductor was exhibiting.

The supplement was also redesigned as a bespoke Samsung Semiconductor report for use in trade fairs across Europe that can be used to explain the issues long after initial publication. Samsung exhibited the brochure at trade fairs all over Europe for 12 months.

The benefits

Both the original Telegraph supplement and the customised Samsung Semiconductor version provided valuable marketing collateral at key events raising the firm's profile as experts in their field.

More importantly, reader feedback showed the report had successfully reached the target audience – senior business managers – and helped change their perceptions of ICT purchasing and the need to look at a system's lifetime cost.