The Brief:
More people use Samsung technology globally than any other technology brand.
Their products are well loved, but the brand itself didn't stand for anything.
We needed to change perception of Samsung from an unloved, anonymous brand to one that people find inspiring and emotionally engaging.
The Solution:
We hit upon the insight that Samsung don't just launch products, they launch products that launch people. So we created the Samsung 'Launching People' global initiative.
We found inspiring examples of people around the world who were using Samsung technology to launch their hopes and dreams, and created premium content that acted as catalysts for others to launch themselves.
Awards:
Clio - Silver
New York Festival Finalist
Links:
For the UK Launch of 'Launching People' Samsung partnered with Sky TV.
The programme 'The Ones to Watch' followed the competition winners as they worked closely with their celebrity mentors Paloma Faith, Rankin, Idris Elba and Gizzi Erskine within the respective fields of music, photography, film and food.
The Brief:
Create a fully integrated launch campaign for Jeep Renegade in the UK - aimed specifically at a younger, edgier audience.
The Solution:
We came up with 'Be Renegade' - a rallying call to arms that challenged people to defy convention and conformity and embrace individuality.
Links:
www.jeep.co.uk/renegadeswanted/
www.jeep.co.uk/berenegadetour/
In social we used #Renegadeswanted to search for like minded people and give them the chance to BE RENEGADE.
A pop up BE RENEGADE experiential event was created that dared people to 'Unleash your 360'.
We created an entire BE RENEGADE launch toolkit that exploded the idea out into print, dealership comms, ambient stunts and direct mail.
The Brief:
Optegra were looking for an integrated campaign that established them as the UK's most trusted eye care specialists by reassuring prospective patients that their procedures were as safe as they are life transforming.
The Solution:
We led the creative pitch and won with 'Fuller Life Stories'. Real Optegra patients told their stories in their own words - explaining how corrective eye surgery had changed their life. These stories lived as online content as well as broadcast and print.
Awards:
The Brief:
Milk sales were in a 20 year decline, young people especially were not drinking much of the stuff. The Milk Marketing Forum needed a populist campaign aimed at teenagers that made drinking milk cool again.
The Solution:
Our 'Make Mine Milk' multi-channel idea won the pitch. We used populist celebrities who teenagers aspired to be as brand ambassadors, and gave them 'Milk Mustaches' to show that they enjoyed drinking milk themselves.
Links:
The Make Mine Milk Challenge:
Taking the idea into social - our brand ambassadors filmed and shared themselves downing a pint of the white stuff as quickly as they could.
This became a competition between celebrities.
It also quickly became a challenge taken up by UK teenagers. They filmed their own attempts, shared them on social media, and laid down the gauntlet to their friends.
A Make Mine Milk Microsite and Facebook Page was created as a campaign destination. Lots of fun content was created including 'Milk Tash' generator.
The Brief:
Samsung were looking for a fully integrated launch of their new smartphone/camera hybrid - the Galaxy K zoom. They wanted to specifically target young families who share lots of photos through social media.
The Solution:
We created 100 days of family. Over 100 days of summer we took 50 diverse British families and swapped their current smartphones for the Galaxy K zoom. We asked them to tell their own unique stories through pictures - thereby demonstrating the superior capabilities of the product.
Links:
We selected 4 'hero' families and created branded content films about them, their lives and their experiences with the product.
We used these films alongside product testimonials, Youtube pre-rolls and Facebook posts to drive traffic to the platform.
The other 46 families told their stories through photographs that they themselves had taken with the Galaxy K zoom.
The Brief:
Dunlop Tyres and the Road Haulage Association partnered up to raise awareness of the imminent shortfall of HGV Drivers in the UK. They wanted to challenge the stereotyped image that people have of HGV drivers and portray it as a valued career choice - and ultimately get people to express their interest in becoming one by signing up.
The Solution:
We led and won the pitch with the campaign idea of 'Britain Needs More HGV Heroes'. The campaign launched at the British Touring Car Championships and leveraged Dunlop's sponsorship of racing driver Tom Ingram to draw parallels between the expertise needed in driving both racing cars and HGV's.
Links:
At the British Touring Championships we got an HGV to do a lap of the track in full campaign livery - in front of thousands of potential HGV drivers.
In another experiential stunt we drove the campaign liveried HGV to the House of Commons and were met by MPs in a plea for parliament to help fund the £150m needed to train up new HGV drivers.
Link:
We created a microsite that we drove potential candidates to, enabling them to sign up to become an HGV Hero.
The Brief:
The Kinder brand stands for unlocking potential within children of all ages.
They wanted to create online content that explored this across 3 different age groups.
The Solution:
We came up with a variety of content ideas that helped children unlock their potential through play.
The Brief:
Modern life can be hectic, with families often skipping breakfast or eating on the run. Nutella wanted a fully integrated campaign that made them relevant again and helped bring them out of the back of the cupboard and back onto family's breakfast tables.
The Solution:
We positioned Nutella as the saviour of breakfast time, creating online spaces where families and friends could get together and reclaim breakfast time back as shared quality time.
To further leverage the idea, we created Twitter 'Nutter' skins, Flickr streams, Bebo competitions and the Nutella 'Wake App'.
We also used more traditional OOH for our messaging, and envisioned 'World Nutella Day' - a day of exciting experiential breakfast events.
The Brief:
KFC Ireland had large quantities of online vouchers that nobody seemed interested in redeeming. They needed a simple way of encouraging people to start taking them up on their money off offers.
The Solution:
Through Twitter we created the idea of 'If you love KFC, they'll love you back'.
We asked people what their very own burger creation would be, and rewarded them for their responses by giving them money off vouchers. People voted on the best burger ideas, and KFC chose a winner to be made for real for a limited period.
