The campaigns we create blend business building creativity and smart media planning across all formats and platforms, on and offline.
The original ‘twin tipped’ polo shirt is the look that took Fred Perry from sportwear to streetwear. Reflecting the classic polo’s heritage in subculture and music, we created a global campaign across OOH, Spotify, Instagram and in-store to celebrate the four iconic colourways.
The challenge of subcultures rejecting traditional channels led us to do two things – (1) treat everything as media (2) use those traditional channels in more credible ways.
We created real-world colour ‘take-overs’ at special locations. Street signs in Fred Perry’s native Stockport, a plaque at his tennis club in London and an iconic West Ham United greasy spoon were all given a distinctive Fred Perry make-over.
In a brand first, we created Spotify codes that when scanned through the Spotify app, took people to a playlist curated specifically for each classic shirt colourway. The codes were found on OOH creative and on stickers posted around carefully selected sites around the UK. As well as the UK, the campaign has rolled out across Europe and Asia.
Results: Globally, the Black/Champagne/Champagne polo was the highest selling shirt throughout the campaign period. Its success has led to a newly created annual B/C/C event across every market.
For Doddle, the e-commerce click+collect and returns business, we created a Christmas campaign that tapped into shoppers’ anxiety around safely receiving home delivered Christmas shopping. In a cluttered market, where brand visibility is low, we needed to stand out during the most intense period for online retail. We used live store data to focus the modest budget on Doddle’s over-indexing cities, then using mobile technology to hyper-target to specific store locations in those key areas. The creative was then tailored to the channels we knew would have the most impact on store traffic whilst having a cheeky dig at the ‘safe places’ that other delivery businesses leave packages when someone isn’t at home.
With their many convenient, physical collect and return locations across the country, we made the promise to ‘pamper your presents until you’re ready to pick them up.’ The campaign featured 30, 15 and 6 second edits of the film accompanied by digital OOH, targeted display and social around key Doddle locations and in-store take-overs.
Results: Drove a 58% volume uplift over a six week period.
Dechox is the British Heart Foundation’s fundraising campaign that encourages people to give up chocolate for a month.
We re-energised the initiative with an animated TV spot and social content packed with humour. The cheeky creative asked people to ‘Send chocolate packing’ because what happens when you give up chocolate for a month? It goes on holiday of course…
Results: 40% uplift in site traffic to Dechox website year on year.
The London to Brighton Bike Ride is the BHF’s flagship event. With a target of 16,000 riders and over £2 million in fundraising, we created a TV spot to go out after Christmas, a perfect time for people looking for group events to get excited about and work towards in the new year. We wanted to capture the camaraderie of taking part with your mates whilst also highlighting why people do it – to raise money for life-saving research.
Results: TBC – Live now!
After 10 years of celeb fuelled kick-abouts at Old Trafford, most people still didn’t know Soccer Aid’s connection to UNICEF. Our priority was to raise awareness and re-associate Soccer Aid with UNICEF while reiterating their brand promise of helping every child in danger. With only six weeks to launch the campaign, we built an integrated brand awareness and response strategy that could be optimised in market. This allowed us to maximise awareness and educate people that Soccer Aid is for UNICEF whilst also driving different actions including fundraising and donation.
Under the banner ‘Join a Team Like No Other’, we worked with UNICEF ambassadors and our media partner ITV to carefully match their talent to our target audience to create celebrity content across multiple channels nationwide.
Results: The campaign increased unprompted awareness of Soccer Aid’s association with UNICEF by +20% and helped raise over £8m towards helping every child in danger.