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.
Pretty Polly /
Stairway To Heaven
In a decreasing market, Pretty Polly was losing market share and needed content and fame in order to stand out. Here’s how we tackled this challenge.
Pretty Polly has a history of iconic advertising and famous ‘faces of the brand’. In a decreasing market, Polly was losing market share and needed content and fame in order to stand out from the competitive set, stretch its limited advertising funds and give the media an angle to talk about
‘Stairway to Heaven’ was a visually striking image of a beautiful, sexy woman climbing a ladder and, of course, wearing Pretty Polly tights. A record breaking 64 ft billboard was specially commissioned to take the visual. Its position took advantage of traffic in and out of London on the M4 motorway
Extra interest was added by allowing the model’s skirt to move and arranging for some strategically placed builders to take a peek, as we captured them on camera
The media loved this light-hearted story at a pre-Christmas time of year and £300k worth of coverage was delivered in 5 weeks. Anecdotally many remarked on the ‘new campaign’, even though it was only one billboard and Polly saw a 4% uplift in sales
In a more traditional celebrity deal, we signed The Sugababes as the face and legs of the brand. At this time they were at No. 1 and fitted perfectly with Polly’s ‘Perfectly Natural’ product which matches skin tone
A wealth of photography as captured for the media and the girls gave their time for media, profiles, PAs and a private gig for Pretty Polly’s key trade accounts. Over £2 million worth of coverage was delivered
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
vitaminwater /
UK Brand Launch
vitaminwater chose us to launch their brand into the UK and we responded by generating a buzz through an extensive campaign of events, sampling and product placement. Our innovative campaign was so successful it is being applied to the brand’s launch throughout the rest of Europe.
vitaminwater is more than just a flavoured water. Having garnered enormous success in the USA, Coca-Cola acquired the brand and wanted to replicate its brand equity driving campaign in Europe.
Positioning was everything and our task was to establish the same quickly and effectively in the UK.
This PR led initiative included a bespoke VIP card to 4000 key opinion formers, allowing them products whenever and wherever they needed. We also created a central London pop-up store for sampling and experiential activity.
The store showcased 6 products and promoted 24 hour hydration with a combination of left field content such as snail racing, helium karaoke and laughter yoga.
Activity at London Fashion Week and Glastonbury focused on celebrity ambassadors and product placement to drive fame and inspire sales.
We then launch a new flavour – XXX – Triple Berry by bringing to life ‘The Berry Light District’ a concept bar, showcasing unique content such as Right Said Fred, Jodie Harsh , Mel B and the up and coming Charlie XCX.
Virgin Trains /
Plane Relief
This award winning campaign saw us tempt domestic business air travelers off planes and onto trains.
The new Pendolino trains allowed Virgin to run a faster and more reliable intercity service than has ever been offered before. It was time to start tempting business travellers off domestic flights and onto its trains instead. Virgin enlisted us to create an promotion to target business commuters between London and Manchester.
We decided the best way for business commuters to appreciate the benefits of train travel over flying, was simply to experience it for themselves. We convinced Virgin to offer air travellers a free trial. We then targeted business travellers on their way to or from a flight via our eye-catching ‘pharmacies’ on airport express train concourses. Our sassy, fake pharmacists gave out packets of ‘Plane Relief’ a spoof medicinal aid to weary air commuters. The prescription offered a free, first class weekday train ticket in return for a midweek boarding pass from the last month between London and Manchester.
Our ‘pharmacists’ dished out 55,000 boxes of Plane Relief and redemption was higher than anticipated with a massive 6% taking up the offer. This success led to £857,000 worth of new revenue generated within the three months following the campaign. Media coverage included The Guardian, Sky News and The Sunday Mirror, representing a reach of three million and saw us notch 5 awards within the UK, European and Global promotions and marketing sector.
Triumph /
Elevating Fame and Credibility
Triumph enlisted us to help raise their profile and reach a new demographic. Our response saw us placing their product in a range of dramatically new genres. Our actions saw Triumph’s brand soar across the globe.
Since 2004 Exposure has been increasing the brand’s fame and credibility in all the right places, securing ongoing unique and creative editorial coverage across a wealth of key target media.
National lifestyle, fashion and luxury titles, from Telegraph to Tatler, Loaded to LIVE have covered the many different ideas and content that Exposure has created.
Product placing high profile ambassadors who are keen riders such as Joseph Fiennes, Ewan McGregor and Gordon Ramsey have achieved substantial feature editorial.
Celebrating the best of British, we have also partnered with iconic brands such as Paul Smith for limited edition series of designed bikes, and Belstaff to celebrate the 50th anniversary of the Bonneville and Agent Provocateur to celebrate its 10th birthday. All collaborations have been successful in driving retail, iconic photography and column inches.
We have launched many new bikes in the UK, most recently creating a bespoke media experience for the Thunderbird; recreating the classic American road trip in a distinctly British way and bringing to life the key design and performance attributes.
Maximising experiential activity such as the famous Ace Café anniversary event and featuring an exclusive performance from Graham Coxon, also has attracted wide scale interest from key media and influencers.
Since 2004 Exposure has provided a consistently increasing return on investment and has delivered in excess of 615 pieces of editorial coverage, with an equivalent advertising value of over £11 million, which has reached over 1,050,000,000 people in the UK.
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.
