Against this backdrop exposure won a competitive pitch to create an exhibition programme for Symantec, ones of the world’s largest software companies. Rather than create the biggest or the most expensive exhibition stand we sought other ways to allow Symantec to dominate the show. We sought a more intelligent use of the clients money driven by our understanding of the exhibition environment and it visitors and learning from other consumer campaign.

Our solution was not the create the biggest or most expensive stand. We designed a simple stand, focusing on creative excellence, quality of materials and to create confident premium environment reflective of Symantec’s position in the market and then focused our attention on dominating the show by other means and driving people to visit the stand.

Our solution was to create content that we knew would interest the visitors and allow visitors to experience and explore this content via a series of content levels. Working with the exhibition organizers we created a branded multiplatform phone app that was available as delegates registered for the show. It contained plans of the show, programme of events, information on all exhibitors and event reminders. We partnered with businesses such as Pizza Express to offer delegates unique offers brought to them by Symantec. We then focused on showcasing Symantec’s expertise; the app contained information on and from Symantec and included things such as real time computer virus threats.

As a final driver to the stand the app contained information of an AR competition on the stand to win the newly launched iPad.

22,000 downloads later Symantec achieved dominance of the show.

Results:

22,000 downloads (client target 2,000).

No 4 business download from iTunes store.

Queues of delegates to get onto the stand.

Dominance of the show.

We are now in discussions to take the app global.

Creative excellence. Intelligent Thinking.

In order to reinforce their position in the market, herald their connection with music & youth culture, we created a campaign that was rooted in music in order to reinvigorate wearers of old, challenge current perceptions about the brand & their product as well as introduce new consumers to Dr. Martens.

To leverage their heritage in music, we commissioned 10 contemporary musicians from various genres of music around the world to reinterpret cult classic tracks from the brand’s history. Video directors were then curated to transform the tracks into music videos. The result was a body of work that illustrated the link to youth culture while celebrating their heritage as well as showcased a range of new product that is currently redefining Dr. Martens.

The tracks & music videos were complimented with an intimate documentary on the artists during the recording process. As a digital based execution the hub of the campaign resides on drmartens.com, where all videos can be viewed as well as free track downloads are available.

www.50.drmartens.com

The brief was a great one – how do you capture a 4-8 year old boys imaginations by bringing them the speed and power of Hot Wheels toy cars and putting them firmly in the drivers seat?

How do we take Hot Wheels from  being a toy brand to a boy brand?

Exposure embarked on extensive research into boys street wear to try and find a consistent visual language that not only captured the essence of Hot Wheels but had enough elasticity to create items that would appeal to pre-school boys while not alienating eight year olds and most crucially, their Mums.

Once the groundwork was complete all we needed were fevered bouts of sketching, revving sounds and some good old late nights searching out every AC/DC track we could find on the studio stereo.

The idea that Alice would be an alter ego of Claire’s was the central point of the campaign.  Claire is fun, fashionable, a follower of style, influenced by peers, magazines, music etc, where by Alice would be a girl who lets her imagination run wild, who loves dressing up, who’s not scared of accessorising, confident in her look, a bit kooky with her style, mysterious and a daydreamer.

With this in mind, an integrated campaign was launched including 2 European retail promotions across 10 countries / 955 stores, an Alice’s microsite and a pop up wonderland located in central London.

The pop up shop space was created as an environment that would transport you into the mind of Alice, a place that felt very magical, and encouraged customers to explore, discover and engage.

Acting as a retail environment, ‘Alice’s’ stocked and sold the Claire’s Alice in Fashionland collection with product merchandised throughout.

The campaign was timed to launch the re-crafted flagship store on Regent Street and was supported by national print ads and outdoor ads across London.  Consumers were also able to follow the craftworkers via the campaign website www.leviscraftwork.com