Maynards /
What’s In Your Packet?
Cadbury’s wanted to celebrate the 100th anniversary of the Maynards Wine Gums brand and we were tasked with making this happen. Bringing the iconic ‘Hootsmon’ back, this integrated campaign has led to the brand seeing a real resurgence within the Cadbury business and with consumers.
Our work across the Cadbury’s portfolio saw us briefed on creating a promotion for this iconic British brand that would celebrate the 100th anniversary of Maynards Wine Gums.
Our strategy led us to reintroducing an advertising icon by playing on the humorous heritage of the Maynards ‘Hootsmon’ made famous in the early 1990’s TV advertising campaigns. Going live in July 2009 we unleashed our reinvented ‘Hootsmon’ across multiple platforms including on-pack, outdoor, in store and radio. The disruptive creative concept is key, with the Hootsmon lifting his kilt which brings to life the personality of the character – cheeky, quirky and fun, whilst creating stand out of the promotion in all channels. As part of the campaign Maynards secured increased listings, distribution and share of shelf across the country, which in turn led to greater awareness and sales.
Overall sales have seen an uplift of 13% compared to last year and in the Grocery sector there has been a significant increase of 42%
year on year. This promotion and these results have elevated this dated and low ranking brand within Cadbury’s to become a priority brand for 2010.
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
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.”
De Beers /
Forevermark
Launched by De Beers in 2008, Forevermark is a new promise in diamonds, a promise above and beyond the 4Cs – one of exceptional quality and integrity. Less than 1% of the world’s diamonds are eligible to become a Forevermark diamond. As proof of this, each and every Forevermark diamond is inscribed with the Forevermark icon and its very own identification number which makes it always uniquely yours.
We were asked to create a global blueprint to communicate this new brand in key Asian markets including China and Japan, laying the foundations for Forevermark to develop into a successful global brand.
Using the brief ‘Precious’ we created a collection of individual short stories and diamond jewellery pieces, in collaboration with a number of literary experts and jewellery designers.
The Precious Collection™ was captured visually and then launched at events in each territory, to which media and local celebrities were invited. The collection, the authors and designers provided content and personality to bring the brand to life in the media and over $1 million of editorial coverage was generated by each territory.
A toolkit and media kit was also created for translation and distribution in markets, along with event and media guidelines.
Virgin Unite /
Annual Charity Fundraising Ball
Over the last three years we’ve created and organised Virgin Unite’s annual charity ball. From the concept to the clear up, we managed every element of these nights that have raised £800,000 for the Virgin Unite charities.
Our three-year relationship with Virgin Unite (The charity arm of the Virgin Group) has seen us create and organise events that have utilised their fundamentals and raised both awareness and funds for the Virgin Unite charities. For the past three years Exposure has been enlisted to create an exciting, high profile ‘must attend’ annual fundraising event for Richard Branson’s charity arm of the group.
In 2008 we conjured up, ‘Through The Looking Glass’ a theme inspired by Alice In Wonderland: Mad Hatters Tea Party. We used this creative platform as it reflected Virgin Unite’s key brand values in a fun and colourful manner incorporating interactive elements, high-end entertainment and premium auction items. Our strategy saw us implement all areas of event management for the night, ranging from the organisation and design to the red carpet arrivals and the arranging of live performances from Kelly Rowland and Natalie Imbruglia. We assisted in securing sponsorship, acted as a media consultancy and negotiated reduced costs for every aspect of the evening that liberated the budget for further use.
By utilising our network we secured not only exclusive items for the charity auction but extensive post-party coverage in Hello magazine with the front page and 8 pages dedicated to our night. Each year we’ve attracted high volumes of interest and attendance, from business, celebrities and even Royalty. The results of our three Virgin Unite events have exceeding expectation with £800,000 raised for the Virgin Unite charities.
Umbro /
England Kit Launch 2009
This truly contemporary campaign, underpinned by an influencer seeding strategy has seen great success and even won us an award.
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
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).