The Work: New Campaigns - UK
campaignlive.co.uk, Friday, 29 July 2005 12:00AM
ONE TO LOOK OUT FOR - RIBENA - MUD ON THE TRACKS Project: Mud on the tracks Client: Anne MacCaig, Ribena category director, GlaxoSmithKline Brief: Drive reappraisal of Ribena as a premium-quality real fruit drink and an appealing drink for adults Creative agency: M&C Saatchi Writer: Jerry Gallaher Art director: Clive Yaxley Planner: Richard Storey Media agency: MediaCom Producer: Bruce McKelvie Production company: Tandem Films Director/photographer/illustrator: Daniel Greaves Post-production: Tandem Films Audio post-production: Zoo Exposure: National TV, cinema, women's magazines
GlaxoSmithKline is aiming to grow Ribena's market share with a campaign promoting its 500ml packs to adults.
The ú6 million campaign, called "mud on the tracks", is the first work from M&C Saatchi since it won the business from Grey in January.
The spot aims to challenge the perception that Ribena is a children's drink by reminding people of its status as a quality drink packed with fruit. The 40-second spot follows the progress of an unlucky blackcurrant, which falls from the safety of a bush where it was waiting to be picked to go into Ribena.
The blackcurrant embarks on a perilous journey toward the Ribena factory, narrowly missing a number of hurdles including falling down a drain. It reaches the gate, only to be squashed into a pulp by a golf ball that appears out of nowhere. The ad ends with the line: "95 per cent of all Britain's blackcurrants make it into Ribena."
The ad will be supported by ten- and 30-second spots and a press campaign. A follow-up ad will run in September.
TIME OUT - TOURIST Project: Tourist Client: Time Out Brief: Highlight Time Out's two-for-one offers Creative agency: Mother Writer: Mother Art director: Mother Planner: Mother Photographer: John Spinks Illustrator: Anthony Burrill Retouching company: Mother Exposure: Press, posters
There are many reasons why Londoners don't get out to see the capital's numerous attractions and events but Mother believes the most common is the fear of looking like the sandal-wearing tourists who go around asking where "Lie-cester Square" is.
This summer, Time Out is giving its readers the chance to take advantage of a number of money-saving two-for-one offers for many of London's main attractions and restaurants.
Mother has created a poster campaign playing on a Londoner's fear of being too touristy by adding the trappings of a tourist, Union Jack hats and so on, to normal London scenes.
In the most recent Audit Bureau of Circulation results, Time Out recorded a circulation of 88,279, down 2 per cent year on year.
THE DAILY TELEGRAPH - BACK OF A FAG PACKET MAILER Project: Back of a fag packet mailer Clients: Katie Vanneck, marketing director; Lucy Goode, brand manager, Telegraph Group Brief: Demonstrate the impact of the broadsheet medium to creative agencies Creative agency: Hall Moore CHI Writer: Liam Donnelly Art director: Philip Holbrook Media agency: Naked Inside Media planner: Tim Allnutt Exposure: Direct mailing to ad agency creative directors
The Daily Telegraph is targeting ad agency creative directors with a direct marketing campaign as part of its "Impact. Not compact" ad strategy. The overall campaign trades on The Daily Telegraph's broadsheet format.
Each creative director is being sent a personalised cigarette packet with a creative idea of the recipient's scribbled in marker on the back. One for Wieden & Kennedy's Tony Davidson, for instance, uses his agency's Honda slogan: "Hate something, change something." Inside the packet is a folded-up double-page spread, which carries the copy: "Ideas can start in the smallest spaces. Doesn't mean they should end up there."
The newspaper hopes the edginess of the mailing will reassure creatives that it can help them produce creative, impactful work at the same time as challenging the perception of The Daily Telegraph as old-fashioned.
VOLVO - RESOL Project: Resol (resolicitation) Clients: Anita Fox, direct marketing manager; Caroline Needham, direct marketing executive, Volvo Brief: Encourage repeat purchase/upsell among existing Volvo drivers Creative agency: EHS Brann Writer: Frazer Howard Art directors: Steev Buckland, Tyrone Probert Planner: David Williams Exposure: Quarterly mailing of circa 9,000
Volvo believes it is the detailing in its car design that will keep its loyal customers satisfied. To this end, its latest direct marketing campaign highlights a small, functional change to its cars' cup-holders, which have been improved to make spills less likely.
The mailing features a napkin visible through a transparent envelope with the words "Fewer spills" printed on it. Inside is a brochure entitled: "More thrills." This details the improvements that have been made on a letter headlined: "Why are our cup-holders so important?"
In 2004, Volvo sold 425,046 cars around the world, an increase of 9 per cent on the previous year.
VAUXHALL ZAFIRA - VAUXHALL ZAFIRA Project: Vauxhall Zafira Client: Peter Hope, integrated marketing manager, Vauxhall Brief: Launch the redesigned Zafira Creative agency: Lowe London Writer: Tom Hudson Art director: Lee Goulding Planner: Karen Waring Media agency: Initiative Media planner: Steve Pople Production company: The Paul Weiland Film Company Director: Paul Weiland Exposure: National TV
Vauxhall is relaunching the Zafira and has resurrected the "little dad" characters from its previous ads.
This time they are joined by Amir, their new neighbour, who owns a new model Zafira. Amir gives the boys a guided tour of the car, pointing out its new features.
The ad ends with a stressed actual parent dropping the contents of a removal box. Echoing typical parental language, the little dads comment that "it's been a long day" and that "they're tired".
Vauxhall sold 26,723 cars in June and is now the UK's leading car brand, with a market share of 14.9 per cent.
SONY ERICSSON K750i - SONY ERICSSON K750i Project: Sony Ericsson K750i Client: Catherine Frankcom, marketing manager, Sony Ericsson Brief: Launch the K750i Creative agencies: Bartle Bogle Hegarty, Good Technology Writer: Nico Tatarowicz Art director: Zak Loney Planner: Heather Alderson Media agency: MEC Global Media planner: Mike Beecroft Production companies: BSkyB, Serious Pictures Director: Ivan Bird Exposure: BSkyB
Sony Ericsson's ú5 million campaign for its K750i camera phone includes interactive TV ads from Good Technology, expanding on Bartle Bogle Hegarty's TV work.
In a "spot the bear" competition, viewers can win a phone by spotting the bear in stills taken from the TV spot. The DAL captures entrants' data and enables the viewer to test out the phone's features.
The handset manufacturer is attempting to turn around a 3.7 per cent drop in sales with high-profile ad campaigns - including the signing of Jamiroquai to front the launch of its hotly anticipated W800i Walkman phone.
WICKES - FOOTBALL LEAGUE CHAMPIONSHIP SPONSORSHIP Project: Football League Championship sponsorship Client: Alastair Henderson, local marketing partnership project, Wickes Building Supplies Brief: Develop affinity through football Creative agency: BDHTBWA Writer: Matt Baker Art director: Claire Fletcher TV producers: Colin Offland, Lou Vasey Media agency: Media Insight Media planner: Andrew Bannister Production company: Chief TV Director: Ben Tonge Exposure: Stadium giant screens, football match programmes, internet
The DIY retailer Wickes has become an official partner of the Football League Championship in a bid to capitalise on research indicating that 65 per cent of its customers are passionate about the game.
BDH\TBWA has developed a viral and print campaign for the store that depicts various scenes from a football game involving its DIY products. In one execution, players build a brick wall on the pitch as a free-kick is about to be taken. In another, an injured player is stretchered off in a wheelbarrow. The third shows a football team being given a half-time pep talk in a garden shed.
Print ads to support the virals, which will also run on stadium screens at matches, will run in football match programmes.
TREE-ATHLON - TORCH Project: Torch Client: Graham Simmonds, chief executive, Trees for Cities Brief: Promote London's first ever Tree-athlon Creative agency: Spirit Advertising Writers: Chris Hubert, Phil Ramage Art directors: Chris Hubert, Phil Ramage Planners: Richard Hammond, Sue Kiang Illustrator: Hiro Sakimori Exposure: Underground and workplace posters, e-mail, internet
The Tree-athlon is a five-kilometre fun run in Battersea Park, where the 5,000 participants will also get to plant a tree seed. Scheduled for 24 September, the run has been organised by Trees for Cities, a charity that is attempting to raise enough money to plant 50,000 trees in urban areas around the world from East London to Addis Ababa in Ethiopia.
Spirit Advertising has created a poster campaign to raise awareness of the charity and event. The ads will be positioned in numerous London Underground station locations, provided by Viacom, and roadside hoardings, supplied by Van Wagner.
A series of radio ads will also be aired on LBC 97.3FM and the event has been endorsed by celebrities such as Linford Christie and Alistair McGowan.
RENAULT - TAKE A CLOSER LOOK AT RENAULT Project: Take a closer look at Renault Client: Joanne Webber, DM and specialist communications manager, Renault UK Brief: Encourage test drives Creative agency: Publicis Dialog Writer: Ian Thomas Art directors: Andy Regan, Rob Trono Media agency: Carat Media planner: Julie Jencolas Illustrations: Me Company Exposure: DM to one million cold prospects, internet
Renault is using a direct marketing campaign created by Publicis Dialog to help increase sales when the new registration plates become available in September.
The pack contains shots of various aspects of the cars within illustrations of human eyes. Copy on the pack reads: "It's only when you open up a Renault do you really see its beauty." A letter invites recipients to test-drive a Renault at their local dealer.
The agency has developed separate mailings to target male and female prospects across the Clio, Modus and Megane models, to reflect the different features that men and women look for in a car. An online campaign will run across lifestyle sites such as MSN and Yahoo!
This article was first published on campaignlive.co.uk
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