Shell – Banner Campaign
Challenge
Create a new corporate banner campaign to launch Shell's new 'let's go' proposition.
Insight
Our bull's eye audience was thought leaders – academics, governments, journalists and NGOs. In short: time-pressed people. We therefore needed sharp and snappy communications that would create instant impact.
Solution
An attention-grabbing banner campaign that got results. Overall, the campaign delivered 64,067 clicks, with a click-through rate of 0.18% (over double the CTR of the previous corporate campaign, which was 0.07%, and almost double our target of 0.10%).
So far, 51,757 have visited our Let's Go site, with our homepage takeover on The Washington Post generating 716 clicks in just one day.
Samsung uPlus - Microsite
Challenge
Create desire for Samsung's new uPlus interface – which helps users navigate their phone and tap into handy features. The target audience was predominantly male.
Insight
The Samsung website currently listed features of the uPlus interface, but this had failed to capture users' interest. We needed to show them the benefits in an interesting and interactive way.
Solution
A product demo with a difference – a short story that featured a group of friends who were Chelsea football fans heading to Barcelona to watch an away game. As users followed the twists and turns of their story, they also found out about the benefits of the uPlus interface.
The story scored with our largely male target audience. It also reinforced Samsung's affiliation with Chelsea Football Club.
Saab 'iConvertible' - Microsite, banners and emails
Challenge
Extend the existing TV campaign celebrating the 20th anniversary of the Saab 9-3 Convertible by showing it has become a 20th century icon.
Insight
People instantly recognise the Philippe Starck lemon squeezer, the Fender Stratocaster and the Roberts Radio. Positioning the Saab 900 alongside style icons like these instantly positions it as a design classic.
Solution
A fantasy virtual world which the user could intuitively move through and explore 20th century design icons, with the Saab 9-3 Convertible as the focal point. Traffic was driven to the site by placing rich-media ads on automotive and style sites including GQ, Condé Nast Traveller and Vogue.
This campaign contributed to Saab achieving a 1.27% share of UK's new-car market – its highest since the Swedish car manufacturer arrived in 1960.
Vauxhall 'Astrabatics' - Rich media banners
Challenge
Create online advertising to integrate with an above-the-line campaign, encouraging 30-50 year olds to buy the new Vauxhall Astra.
Insight
30-50 year olds can be jaded. But what if we could make them fall in love again – with driving?
Solution
Using the latest advances in streaming video, we created a series of expandable, rich banners that encouraged user engagement. When rolled over, the Astra performed acrobatics – showing how exhilarating a drive in the Astra could be.
The banners helped reignite users' love affair with driving. And, in association with the above-the-line campaign, contributed to Vauxhall Open selling 40,942 Astra Mk3s and 40,656 Astra Mk4s in the first quarter of 2006.
Pizza Hut - Emails
Challenge
Promote Pizza Hut's menu, which changed every month, with monthly emails.
Insight
Most people don't look further than the preview pane when reading their emails.
Solution
Make every pixel in the preview pane count. This meant customers could see Pizza Hut's latest offerings at a glance, whether for single or dual offers, without having to open their emails.
Our monthly emails grabbed attention and were a great success – building excitement, driving repeat visits and boosting profitability.
Shell Helix Ultra - iPhone game
Challenge
The new Shell Helix Ultra TV ad featured a translucent, crystal car that allowed the viewer to see oil moving around its engine. Our brief was to extend this 'performance you can see' proposition.
Insight
TV audiences loved the idea of a crystal car and YouTube buzzed with users saying comments like, "I wish I had a crystal car".
Solution
Give people their own crystal car – or, rather, the engine part – within an Apple iPhone or iPod Touch game. Using the accelerometer feature, gamers could manoeuvre oil by tilting or tapping to reveal the inner workings of a crystal engine. This fun game tested dexterity while building brand engagement. It also spread the word of the campaign since users could challenge friends via email, Facebook and Twitter.
Shell Global Recruitment - Poster and press ad
Challenge
Attract and recruit the best graduates worldwide to join Shell.
Insight
Working at Shell is like working nowhere else because graduates have the opportunity to help with the most important challenge of the 21st Century – the energy challenge.
Solution
A poster and press ad that dramatically presented the scale of the energy challenge. To maximise interest for each market, we showed what earth would be like from space for their particular region - Europe, Middle East, Asia Pacific and North America.
Thanks to the campaign, Shell exceeded its graduate recruitment targets.
The Green Party - Viral film
Challenge
Promote the Green Party by showing how it's helping raise awareness of today's most pressing issues.
Insight
Aviation is now the fastest source of carbon dioxide emissions contributing to climate change. Yet, since it's never been cheaper or easier to fly, many people don't consider the impact their flight is having on the environment.
Solution
A hard-hitting viral film that showed how cheap flights could cost the earth (this was featured on the Green Party website and on YouTube). By campaigning for such a critical cause, The Green Party helped enhance its credibility. It's an approach that, over the years has proved successful, helping the Green Party move from a dismissed fringe party to an increasingly respected and mainstream one.
In 2010, for the first time ever, the Green Party had an MP elected to Parliament.
Morrisons - Film
Challenge
Drive sales at Morrisons by encouraging customers to make it their preferred supermarket.
Insight
Nowadays, people want to buy fresh produce, locally sourced. They also worry about animal welfare.
Solution
Create a short online video based during lambing season, focusing on the farmer and his relationship with the Morrisons' buyer. The video showcased the freshness of Morrisons' food, its provenance and the speed with which it arrives in store.
The film helped establish Morrisons' ethical credentials, making more people choose Morrisons. This helped lead to an 8.2% uplift in sales.
Unicef - Guerilla Ambient Media Stunt
Challenge
Every day, almost 18,000 children die from hunger-related causes. Unicef wanted to bring awareness to their plight.
Insight
At the time, David Blaine, the American illusionist, had set himself the challenge of staying inside a transparent box in London for 44 days without food. This received a lot of negative publicity, with politicians like Ken Livingstone saying it showed a callous disregard for those who had actually starved to death.
Solution
Tap into the public mood – and use it to highlight the serious nature of real starvation. At the same time, hijack the publicity surrounding Blaine's exit from the box by placing 23' x 6' banners along the perimeter fence on the day of his release.
Nivea Pearl & Beauty Deodorant - Poster
Challenge
The market is saturated with deodorants. So how could we persuade women aged 16-30 that the new Nivea Pearl & Beauty Deodorant was a must-have?
Insight
Our target group loves fashion. They also love getting ready for a night out - sometimes even more than going out.
Solution
We positioned the new Nivea deodorant as part of a woman's beauty ritual. In fact, we made it the essential last step before they left the house. The result? Nivea Pearl and Beauty was no longer just a deodorant. It was a fashion must-have.
3 Network Launch - Microsite
Challenge
Encourage early adopters to sign up to the new Three mobile phone network, even though it didn't yet have any handsets to sell.
Insight
The Three Mobile network was the first phone network to use 3D in the UK. If we could excite consumers about the benefits of next-generation mobile communications, it wouldn't matter that we didn't have any handsets to show.
Solution
A data capture form that showcased all the benefits of 3D. As users signed up for their chance to win a year's free contract with Three, they were entranced by the delightful rich media – unprecedented for a data capture form.
The site was shortlisted for a 2003 Cannes Cyber Lion.
Stella Artois - Website
Challenge
Stella Artois wanted to develop its long-standing association with film, which it had gained through sponsorship.
Insight
Any brand can slap a name on something. For Stella Artois to convince consumers it was synonymous with films, it wasn't enough to just continue sponsoring them. It needed to prove it knew something about them.
Solution
We established Stella Artois' film credentials by making it part of the film creation process, with a website that celebrated all things film, especially the craft of filmmaking.
The site included Studio Talk – four blogs created by industry experts covering filmmaking from different perspectives, including post-production and scriptwriting.
The site featured user comments, many of which raved about what a great film resource it was.
Priocept stationery - Corporate I.D.
Challenge
Create a distinctive brand identity for Priocept, a new technology consulting firm, which would stand the test of time.
Insight
It was 2004, the height of Web 2:00 – and logos were big and colourful, complete with obligatory drop shadow. Since they all looked the same, none of them jumped out at consumers. There was also the risk they'd date rapidly.
Solution
A striking logo that made Priocept's letterhead, compliments slips and business cards stand out. While many start ups don't survive, Priocept has thrived, with an identity that still looks crisp and fresh today. This has contributed to Priocept winning business with blue-chip clients like Dyson, Panasonic and Lloyd's.
