To see the ‘Tailored by England’ campaign click here.

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.

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

At 42 years old, this iconic toy brand continues to make in-roads into the apparel, back to school and sporting goods markets with exposure supplying the artwork for everything from t-shirts to skateboards.

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.

2010 is shaping up to  be a very interesting and busy year in Little Portland Street.

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

Read the article

“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.”

Read the article

Infiltrating a new audience whilst not alienating the existing was the core challenge with the launch of the new England Football kit in early 2009. Taking this icon of English football, which had undergone a complete re-design to being an icon of English culture allowed us to re-define the replica shirt whilst saying something bigger about football as part on English culture. Historically, launching an England kit has been simple and formulaic, but we knew that if it were to truly infiltrate new audiences, credibly and effectively, it required a non-traditional approach. All this was set against a recession landscape at the same time as Umbro increasing the price of an England shirt.

We created an integrated campaign that was underpinned by an influencer seeding strategy and saw us reach out to a powerful network of global opinion formers. The campaign was designed to create content and assets, pre, during and post launch that would drive reappraisal and fame. A bespoke built multi purpose ‘energy space’ was at the core of the campaign offering a platform to showcase and retail the new kit exclusively. Further to this we created iconic shots of John Terry and Wayne Rooney and offered these to selected titles as media exclusives. We also partnered with Vice Magazine, Konami and Facebook to bring together some of the UK’s hottest up and coming creative talent and spread the word via exclusive content and competitions seeded out to key sites, blogs and networks.

Results:
All in all a truly successful Award Winning campaign that has initiated a shift in positioning and perception of Umbro within new audiences. £3 million worth of coverage was delivered in 3 months. 28 million adults (58% of the population) were reached 7 times delivering a solid platform on which to build in the run up to, throughout and beyond the 2010 World Cup. 20,000 shirts were sold in the first 24 hours

http://www.facebook.com/umbro