MARKETING
CAMPAIGNS
SABIC
SABIC
(Agency: McCann Enterprise, London)
The Challenge
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To raise awareness of the brand
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To promote and leverage engagement with SABIC
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To create advocates of SABIC
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To make a large, multi-national that no-one has ever heard of famous
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To present SABIC as the petro-chemical company with a sustainable heart
Our approach
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Bring to life the ethos of the company - 'The chemistry between people is the Chemistry that Matters™
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To introduce SABIC innovations and how they address global megatrends in a positive manner
Our Solution
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Use success stories from the SBUs to show how collaboration and teamwork both internally and externally has brought about great innovations
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To showcase the innovations that SABIC have created to address the global megatrends
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To inform the audience of how SABIC is changing the petro-chemicals industry to be sustainable and protective of the world's resources
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Global media plan. 10 countries, 7 languages, all launching simultaneously
The Results
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TBC
TK Maxx
(Agency: The Brooklyn Brothers, London)
The Challenge
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To change perceptions of TK Maxx
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To show that TK Maxx isn't just another clothing retailer
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To show consumers that TK Maxx is about affordable fashion to suit the individual
TK Maxx
TK Maxx
Our approach
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Create a campaign that show how TK Maxx can help people to find their true, individual style
Our Solution
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Use real TK Maxx shoppers to show how TK Maxx can make them feel truly fantastic in their clothing choices
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Deliver a TV, outdoor, cinema digital and social campaign that faetures our real TK Maxx shoppers
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Pan Europeancampaign, covering UK, ROI, Germany and Poland
The Results
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TBC
Freedrinks'
ZEO
Freedrinks’ ZEO
(Agency: Enter (now George & Dragon), London)
The Challenge
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Freedrinks launched a new premium soft drink range aimed primarily at adult women
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Raise awareness in a market dominated by multinationals such as Coca-Cola and Pepsi or fruit based drinks such as J20
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Drive trial and consumer demand creating an increase in distribution
Our approach
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Identify the product USPs – 3 variants, a distinctive provenance (Russia), a discernible physical effect on the drinker (a tingle) and made of all natural ingredients
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Create a launch campaign that delivers these USP in all channels including social media and experiential
Our Solution
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Devise a character (Zeo) that embodies the brand – distinctive and naturally appealing
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Deliver an epic Cinema and TV campaign that looks like a movie but leaves the audience in no doubt as to ZEO’s positioning as an adult soft drink
The Results
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After showing a 10 second sneak preview, ZEO was listed in Tesco
MORE TH>N Freeman
MORE TH>N Freeman
(Agency: VCCP ME, London)
The Challenge
• MORE TH>N was losing market share, especially to the comparison sites
• MORE TH>N was being out-spent by their competitors in terms of marketing £
• Consumers were not actively looking for MORE TH>N on comparison sites
• The brand was perceived as boring, out of touch and ‘not for me’
• They were perceived as expensive, and as not representing good value for money
Our Approach
• Raise awareness of the MORE TH>N brand without out-spending the competitors
• Create a consumer-facing brand identity that embodies the corporate values of trust, value for money, great products and brilliant customer service
• Create a brand identity that engages the consumer and makes them want to seek it out
Our Solution
• Create a brand ambassador in the form of MORE TH>N Freeman, to highlight these brand values and to raise perception of MORE TH>N insurance
• Include price points in the advertising in order to show value for money
The Results
• An increase of up to 34% in the number of quotes both by phone and web
• Consumer awareness, trust and likeability of the brand raised to above company launch levels
Isle of Man Tourism 2007
Isle of Man Tourism Campaign 2007
(Agency: Smarter Communications, London)
The Challenge
• The Isle of Man is not perceived as an activity destination
• Has a reputation for being a sleepy, Victorian destination, only suitable for retirees
• Appeal to a new demographic, without deterring the current visitors
Our Approach
• Highlight the extreme sports available on the island, year-round
• Media placements in highly targeted areas, such as City of London and Manchester Piccadilly Railway Station
Our Solution
• Discover a side to the Isle of Man you have never experienced before
• Integrated branding and response campaign
• Year round media presence
The Results
• More enquiries from a younger, ABC1 demographic
• A greater interest in the adventure sports available
• More visitors in the younger (25-45) demographic that we were targeting
eBookers.com
eBookers.com
eBookers.com "The Greatest Show is Earth"
(Agency: Smarter Communications, London)
The Challenge
• Stand out from January travel advertising clutter
• Increase brand awareness
• Deliver measurable results
Our Solution
• Develop an individual creative style, unique in travel
• Deliver a highly polished commercial within 2 weeks
• Interactive TV for response
• A cost-effective multi-media campaign
• Range of ad lengths and short term media to maximise budget
The Results
• Website struggled to cope with traffic increase!
• Bookings up 40% on projections
• Spontaneous brand awareness +300% year-on-year*
• Recall of TV advertising increased six-fold in just 6 weeks*
*Source: Travel Tracker Wave 8 (February 2005)