Tiger /
Chinese New Year
Our integrated campaign for Tiger Beer is now live! Chinese New Year in February ushers in the Year of the Tiger in the Chinese calendar. The campaign uses this as a hook and challenges consumers to ‘discover the secrets of the Year of the Tiger’.
We’ve employed strategies targeting Tiger’s core audience of men aged between 18 and 34 as well as the Asian restaurant and wholesale sector, including above-the-line advertising, experiential, digital and promotional activity. The campaign is both national and regional with a programme of events taking place in Chinatowns across the UK.
In partnership with Dazed and Confused magazine, we’ve created a Tiger Beer guide to Chinese New Year showcasing the best of the UK’s Chinatowns. The guide will be published as a supplement in the magazine (out 21st Janurary) and hosted in an extended format online, with the campaign microsite – www.tigerbeer.co.uk/yearofthetiger which launched on Friday. There’s also an iPhone app available for download from the App Store that features a game based on Chinese New Year and a bar locator which uses augmented reality to guide consumers to the nearest and best Tiger Beer outlets.
Jason Wills, senior brand manager, Tiger Beer, says: “Exposure has created a campaign that embraces the Chinese Year of the Tiger and provides a platform to talk to consumers about Tiger’s heritage and authenticity. It’s a great way of getting them involved in the burgeoning contemporary Chinese cultural scene in the UK.”
Check out the new campaign and all the events on offer during the Chinese New Year period at www.tigerbeer.co.uk/yearofthetiger
Martini /
Stay Beautiful
Martini wanted to change consumer’s perceptions of the brand amongst 25-35 year old women. So we took them to the places this iconic brand should be and made it fashionable again.
Martini briefed us with the challenge of bringing their ‘Stay Beautiful’ campaign to life in a BTL environment. The emphasis was to actively change perceptions of the brand amongst the female 25-35 years audience, to promote the low abv of the drinks and the new Rosato variant.
We recognised that the key to changing perceptions was to offer opportunities to trial in relevant environments. Our activity was designed to deliver trial across event, on trade and partnership platforms.
We created an experiential space which was taken to fashion and style destinations popular with the target audience. These included the Clothes Show in London, Westfield and designer fashion shows during London Fashion Week.
The space was a modern interpretation of the historical Martini Terrazza’s. The focal point was the bar, with the new Rosato variant glorified as a backdrop. The ‘Stay Beautiful’ concept was bought to life via complementary beauty treatments and mini manicures for consumers as they enjoyed their samples.
Within the on trade, Martini created a squadra of staff to visit over 200 outlets across the UK. The team sampled the new Rosato variant to consumers, whilst also incentivising further purchase with promotional activity. On trade collateral and kits were also created, utilising impactful reflective surfaces to maximise standout in a crowded environment.
The partnerships created in 2009 with Toni&Guy and Nails Inc. were chosen due to their relevance to the target audience, and also to maximise reach of samples across the UK within their high street salons.
In total over 60,000 samples were distributed across events, on trade and partnership activity. There was a 20% conversion from trial to purchase in the on trade and over 36,000 people were driven to a dedicated Facebook page (8,000 fan sign ups).
Levi’s /
Craftwork coverage
We have received fantastic coverage in Marketing magazine for our Levi’s ‘Craftwork’ Flagship store launch campaign.
“The strategy harks back to the history of Levi’s jeans which were traditionally worn by manual workers in the US, such as cowboys and lumberjacks. Drawing on this heritage, it’s campaign has reinvented the idea of a ‘craftworker’; the brand has recruited 18 craftsmen and craftswomen across the art, music, performance and catering sectors to represent the brand in press and outdoor ads.”
Symantec /
InfoSecurity Europe 2010
Intelligent thinking, creative excellence…
The exhibition environment is a hostile one. Brands compete ruthlessly for the attention of the attendees and to showcase their new products. To cut through the brand noise is the holy grail for every brand; led walls get brighter, structures get bigger, materials more premium and carrier bags sprout wheels – all to attract more attention.
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.
Claire’s /
becomes Alice’s®
The challenge was to create a campaign that generates hype and drives credible brand fame as well as engaging with Claire’s ‘Young’ consumer, aged 13-18. This was achieved by aligning with zeitgeist moment in film and culture with Disney’s biggest movie release in 2010, Alice in Wonderland.
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.
Levi’s /
Craftwork
The Levi’s ‘Craftwork’ campaign was inspired by the resurgence of ‘craft’ and its physical roots in the brands history – the physical quality and craftsmanship that is fundamental to the Levi’s ethos.
To bring this idea to life, we recruited 18 craftworkers from across London as the ‘faces’ of the Levi’s campaign. Their crafts were wide ranging and included singers, songwriters, fashion designers, illustrators, photographers and artists, each with their own unique story to tell.
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