The Work: New Campaigns - UK
campaignlive.co.uk, Friday, 05 August 2005 12:00AM
ONE TO LOOK OUT FOR - Macleans - Hoods, switch Project: Hoods, switch Clients: Elizabeth Reynolds, marketing director; Andy Greene, senior brand manager; Dave Pearson, brand manager, GlaxoSmithKline Brief: Increase the brand saliency of one of Britain's oldest brands, break the category cliches in the oral care market and engage with consumers in a fun, friendly and humorous way. Creative agency: Ogilvy & Mather Writer: Richard Russell Art director: Richard Russell Planner: Sarah Newman Media agency: MediaCom Media planner: Sara Stemple Production company: Another Film Company Director: Johnny Maginn Editor: Rachel Spann Post-production: The Mill Audio post-production: Jungle, Zoo Exposure: National TV, press
Ogilvy & Mather has produced three ten-second films for Macleans toothpaste that concentrate on the company's core message - that Macleans gives users "healthy white teeth".
The executions play with the notion that when people say the brand's name, they naturally reveal their teeth. One execution shows a near-pitch-black scene in which two youngsters in parkas are lurking. However, the scene is partially illuminated when the pair say "Macleans" and reveal their white-toothed smiles.
A second execution shows a woman in a dark room standing next to a dimmer switch. Every time the woman says Macleans and smiles, she uses the switch to briefly illuminate the room.
The Macleans Ice Whitening toothpaste brand has just been signed up to sponsor the third series of Sky One's cosmetic surgery drama Nip/Tuck.
ALDI - SPEND A LITTLE, LIVE A LOT Project: Spend a little, live a lot Client: Tony Baines, managing director, buying, Aldi Brief: Reposition Aldi Creative agency: McCann Erickson Communications House Writers/art directors: Dave Price, Ged Edmondson Media agency: Universal McCann, Manchester Media planner: Richard Aldiss Exposure: National TV, press, outdoor
Aldi is launching a ú6 million price-led campaign to broaden its customer base and improve on a disappointing UK performance over the past 15 years that has seen it capture less than 1 per cent of the ú115 billion grocery market.
The work is the first to be produced by McCann Erickson Communications House since the Manchester agency won the account in January.
Unlike in its home market, Germany, Aldi has a downmarket image in the UK, which it aims to change.
BRITISH AIRWAYS - FLY OVER LONDON Project: Fly over London Client: Jo Berrington, head of marketing, British Airways London Eye Brief: Associate the London Eye with something uniquely graceful Creative agency: Joshua Writer: Steve Heath Art director: Jeff Clinch Planner: Sian Dodwell Media agency: MediaCom Media planner: Catherine Ayleward Photographer: Julia Fullerton-Batten Retouching: John Stillman, Tapestry Exposure: National press, outdoor
British Airways' London Eye has produced an integrated campaign entitled "fly over London". A 48-sheet cross-track poster will run across the capital and a press ad will appear in tourist publications.
The colour ads feature a woman with wings floating above a bird's-eye view of London and the London Eye.
To complement the print work, live guerrilla events will showcase the gymnastic discipline known as "parkour" at London landmarks including Green Park, the Science Museum, London Zoo and the Tower of London area.
Last year, the London Eye reported ú38 million in ticket sales, making an operating profit of ú12.8 million. The London Eye has had more than 20 million visitors since it opened in March 2002.
SOL - SUMMER POSTERS Project: Summer posters Clients: Zoe Smith, brand manager, Ubevco; Christian Eschenbach, commercial manager, CCM Brief: Make Sol synonymous with fun in the sun Creative agency: Cdp-travissully Writer: Nick Clement Art director: Chris Butler Planner: Julian Delamain Media agency: M2M Media planner: Sarah Ozsoy Illustrator: Jason Cook Exposure: Outdoor
Sol, the lager as synonymous with a slice of lime as it was with 80s yuppiedom, is continuing to reposition itself as a brand for a new generation of young hedonists.
Cdp-travissully has produced the latest poster work. The campaign, designed to coincide with the start of the clubbing season in Ibiza, is intended to reflect the upbeat feelings created when the sun comes out.
The advertising is running in London and radio regions where Sol has been running Solid State, an advertiser-funded dance music show, for the past 18 months. Last year, it also linked with the underground clothing brand Pornstar to win over style-conscious 18- to 25-year-olds.
CITROEN - CITROEN C1 LAUNCH Project: Citroen C1 launch Client: Mike Ibbett, marketing director, Citroen Brief: Show how buying a C1 leaves customers free to spend extra money Creative agency: Euro RSCG London Writer: Steven Nicholls Art director: Matt Anderson Photographer: Nick Meek Media agency: OMD UK Media planner: Matthew Mills Exposure: National daily newspapers and weekend supplements
Citroen has unleashed a new advertising attack on its rival, Ford, via a print campaign to launch its C1 model, which asks: "Why spend all your money on a car?"
The C1, the smallest car in the Citroen range, is the sister model to the Peugeot 107. It has been designed to challenge the Ford Ka in the UK and its advertising, by Euro RSCG London, claims to avoid the self-importance of other car ads. The affordable proposition is underlined in three executions, which suggest that buying a C1 leaves people free to spend money on out-of-the-ordinary things. These include having a nose job or buying a giraffe.
AXA - ITV3 DRAMA SPONSORSHIP Project: Axa ITV3 drama sponsorship Client: Philippa Tate, assistant brand manager, Axa UK Brief: Create credits for Axa's sponsorship of British dramas Creative agency: JWT London Writer: Freddy Mandy Art director: Rob Welch Planner: Olivia Heywood Media agency: OMD Fuse Media planner: Cate Murden Production company: Hungry Man Director: Peer Lydon Post-production: Framestore CFC Audio post-production: 750mph Exposure: ITV3
The financial services company Axa UK is sponsoring an eight-month run of British drama on ITV3.
JWT has created a set of indents for the company, which it hopes will strike a chord with drama-lovers. The short films mimic a range of typical scenes from television drama, including a police raid, a wedding and a scene exploring the relationship between a woman, her butler and her sexy gardener.
The work comprises five 15-second spots, six ten-second spots and six five-second spots. These will run around all classic British drama programmes on ITV3.
Axa is hoping to build on a successful 2004, when the French insurer posted net profits of 13.7 billion.
ITV3 was launched last November, with a programming budget of ú20 million. It was designed to be an outlet for ITV's archive of classic drama.
SKY - SKY CUSTOMER RETENTION Project: Sky customer retention Client: Georgina Gilbert, head of product revenue, BSkyB Brief: Reduce the churn of Sky customers by showing the extra functions of Sky Creative agency: HHCL/Red Cell Writer: Andrew Lloyd Jones Art director: Jim Bolton Planner: Richard Huntington Producer: Louise Mumford Media agency: In-house Production company: Epoch Films Director: Enda McCallion Editor: Gareth McEwan, The Whitehouse Exposure: Sky channels
Sky's end-of-year subscription figure was 7.6 million. The company has set itself a target of eight million subscribers by the end of 2005. If it is to achieve this, retaining its existing customers will be as important as acquiring new ones. The latest TV campaign for BSkyB reminds the company's customers of the range of services available to them through their subscriptions.
A 30-second ad, developed by HHCL/Red Cell, revolves around the relationship between a dog, a duck and a frog. The dog is confused by the breadth of Sky's offering, while the duck reminds the dog that he can find what he wants if he uses the services already available through Sky, such as A-Z listings and parental control devices.
T-MOBILE - STREET GIGS Project name: T-Mobile street gigs Client: Toby Hester, sponsorship manager, T-Mobile Brief: Promote spontaneous live sets from the UK's hottest artists Creative agency: glue London Writer: Kevin Ebbutt Art director: Laura Jordan Planner: Christina Williamson Media agency: MediaCom Media planner: n/s Exposure: Online, MMS
T-Mobile has opted to use a MMS and digital campaign to promote street gigs - a series of impromptu live sets the mobile phone company is running all summer from artists, such as the Mercury Music Prize-nominated Magic Numbers and Lemar.
MMS messages are sent to selected T-Mobile users just 90 minutes before the start of each free gig, giving them details of the act and the location. T-Mobile customers who want to sign up to receive the messages can also do so at www.t-mobile.co.uk/street, and are encouraged to bring their mates along to the shows.
When they get there, they are given Sony Ericsson D750i camera phones to take pictures of the event and can enter them into a competition to win a phone and other prizes.
NATIONAL SAVINGS & INVESTMENTS - PREMIUM BONDS Project: Premium Bonds Client: Karen Jones, marketing director, National Savings & Investments Brief: Build greater awareness of National Savings & Investments to generate additional investment Creative agency: Walsh Trott Chick Smith Writers: Dave Trott, Murray Chick Art director: Gordon Smith Planner: Murray Chick Media agency: OMD UK Media planner: Daniel Coleman Production company: Patricia Murphy Films Director: Patricia Murphy Post-production: Clear Exposure: National TV, press, radio
National Savings & Investments is exploiting Sir Alan Sugar's reputation as a bullshit-free businessman in new work aimed at raising the profile of the government-backed body.
Walsh Trott Chick Smith has produced the ú6 million multimedia campaign, which marks NS&I's return to television after a six-year absence. The savings and investments provider has been using that time to improve its existing products, launch new ones and improve its customer service.
The first bout of new advertising promotes Premium Bonds, which have regained their popularity and attract ú27 billion-worth of investment from 23 million people.
The first film features Sir Alan, in a horse-racing setting to show that Premium Bonds offer the chance of winning a lot of money without the risk of losing.
This article was first published on campaignlive.co.uk
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