The Work: New Campaigns - UK

campaignlive.co.uk, Friday, 19 August 2005 12:00AM

ONE TO LOOK OUT FOR - COMET - WORLD OF ELECTRICALS Project: World of electricals Client: Bob Darke, head of brand marketing, Comet Group PLC Brief: Differentiate Comet in the fast-changing, competitive environment of electrical retail Creative agency: Saatchi & Saatchi Writers: Matt Powell-Perry, Dave Askwith Art directors: Mat Joiner, Kevin Jones Planner: Vicky Wiggins Media agency: ZenithOptimedia Media planner: David Angell Production company: Vermillion Director: Richard Hickey Post-production: Triangle Audio post-production: Triangle Exposure: National TV, national press, national radio, in-store, online

Saatchi & Saatchi has created an animated electrical world in its new campaign for Comet. The ad is part of a multimillion-pound rebrand for Comet, which aims to create a warmer feel around the store.

Two TV spots highlight the company's shift from a discount brand to a service retailer. They feature the character Scooter Man, a Comet trainee. He drives through a city of TV-, kettle- and fridge-shaped buildings to learn about the different products. The voiceover, by the Radio One DJ Edith Bowman, explains that Comet trains its staff to help customers out.

Weak demand for fridges, freezers and dishwashers has hit sales this year. The Office for National Statistics said sales were 0.3 per cent lower for the year, the biggest decline since June 1998. Comet has been hit, with sales down 5 per cent in the first six months of 2005.

CASTLEMAINE XXXX - STITCHES Project: Stitches Client: Jon Sampson, marketing manager, Castlemaine XXXX Brief: Raise awareness of Castlemaine XXXX's sponsorship of the Rugby Football League Creative agency: Bartle Bogle Hegarty Writer: Ed Edwards Art director: Dave Masterman Planner: Bambos Neophytou Media agency: Starcom Media planner: Karl Guard Typographer: Ali Augur Exposure: Regional press, Rugby League magazines, ground programmes

The Australian lager brand Castlemaine XXXX was named the official beer sponsor of the UK Rugby Football League last month in a two-and-a-half-year deal with Interbrew, worth ú1 million.

To highlight the tie-up, Bartle Bogle Hegarty has developed a print campaign that uses the famous XXXX brand as four stitches above the eye of a tough-looking rugby player. The ad runs with the line: "XXXX. The official beer of Rugby League."

Last year, a renewed advertising push behind Castlemaine XXXX generated an 11 per cent increase in volume sales. The brand is the UK's fourth best-selling lager, up from sixth under its previous owner, Carlsberg-Tetley.

NIKE - I WILL RUN A YEAR Project: I will run a year Client: Ben Moore, head of brand communications, Nike Brief: Challenge Londoners to run for a year Creative agencies: AKQA, Wieden & Kennedy London Writers: Nick Bailey (AKQA), Stuart Harkness (W&K) Art directors: Duan Evans (AKQA), Kerry Gooden (W&K) Planners: Simon Jefferson (AKQA), Stuart Smith (W&K) Media agency: MindShare Media planner: Alastair Millen Designer: Masaya Nakade Exposure: Outdoor, online

Nike's Run London race is back, and this year, in addition to the weekly training runs and the Nike ten-kilometre events, Nike has organised a series of additional five-kilometre runs to help people keep running for a full 12 months.

AKQA has developed the website that enables runners to register for the race, create their own pledge to run using a "pledge-maker" and upload an image of themselves, which they can then send to their friends. Nike is broadcasting the pledges that have been made in the Oxford Street window of NikeTown.

An outdoor campaign, developed by Wieden & Kennedy, supports the website. The words "I will run a year" feature across London on poster sites, bus sides and Tube ticket barriers along with other commitments including "I will challenge any Tom, Dick or Paula", "I will take the stairs at Covent Garden" and "I will test positive for rigatoni".

THE TIMES - ASHES, THE GAME Project: Ashes, The Game Client: Richard Larcombe, communications and marketing strategy manager, Times Newspapers Brief: Raise awareness of the Ashes coverage and The Game supplement in The Times Creative agency: Rainey Kelly Campbell Roalfe/Y&R Writers: Greg Mitchell, Michael Crowe Art directors: Nick Strada, Robert Messeter Planner: Jon Tipple Media agency: Carat Media planner: David Seabrook Photographers: Colin Campbell, Paul Zak Retouching: Tag Exposure: 48-sheet posters

The Times is signalling its dedication to sports coverage with two 48-sheet poster ads highlighting its expert opinion and depth of knowledge of cricket and football.

In "Ashes", three biros and two discarded lids, representing a fallen wicket, are used to raise awareness of the paper's ongoing Ashes coverage, which includes columns and analysis written by Shane Warne and Matthew Hoggard. "The Game" features an inside-out football, to illustrate that The Game's columnists Michael Owen and Gabby Logan know their subject.

The Times is the only quality morning daily showing any significant growth, with a year-on-year circulation increase of 4.26 per cent in July's six-monthly ABCs. All other national morning qualities, bar The Independent, fell.

PEUGEOT - 307 IDENTS Project: 307 idents Client: Dean Drew, advertising director, Peugeot Brief: Create idents for five's weeknight movies Creative agency: Euro RSCG London Writer: Imran Patel Art director: Dave Prater Planner: Richard Kelly TV producer: Gill Oglethorpe Media agency: In-house Production company: Bare Films Director: Joakim Eliasson Editor: Joel Miller Post-production: Golden Square Audio post-production: 750mph Exposure: Weeknight films on five

Euro RSCG London's sponsorship idents for five's weeknight film strand feature the vocal talent of Hal Douglas, whose instantly recognisable, deep, gruff voice sets the tone for what feels like almost every film trailer ever made.

The idents show numerous everyday scenes involving the Peugeot 307, while Douglas offers up cliched lines from movie trailers.

In one execution, a woman and her children stand in the rain as the father drives around to pick them up. Douglas says: "Only one man could save them." In another, a man filling his car with petrol goes one penny over his desired amount. The voiceover says: "This time, he'd gone too far."

The Peugeot 307 has an 8 per cent share of the lower-medium sector of the UK car market, a sector that accounts for 28 per cent of all new cars sold.

NEWCASTLE BROWN ALE - BROWN HUMOUR. NOT TO EVERYONE'S TASTE Project: Brown humour. Not to everyone's taste Client: Fiona Seath, brand manager, Scottish & Newcastle Brief: Win back former drinkers by reminding them of Newcastle Brown Ale's darker, polarising qualities Creative agency: TBWALondon Writer: Patrick McClelland Joke writers: Simon Donald, Alex Collier (Off the Kerb Productions) Art director: Brian Campbell Planner: Tom Morton Media agency: Starcom Mediavest Media planners: Matt Holiday, Sam Brown Designer: Mary Lam Exposure: Press, outdoor

Newcastle Brown Ale is appealing to drinkers' "brown" sense of humour in a ú1.5 million campaign, the first for the brand in four years.

The two print and outdoor ads, by TBWALondon, position the ale as having a darker humour than its lager counterparts. The tone of the work is intended to reflect the jokes shared by drinkers.

Both ads use two lines of copy. One ad reads: "I have never suffered from erectile dysfunction. Touch wood."

The campaign aims to revive the beer's fortunes at a time when real ale's popularity is declining. Camra estimates that over the past decade, real ale's share of the drinks market has dropped from 50 per cent to 10 per cent.

NISSAN - NAVARA LAUNCH Project: Navara launch Client: Andy Connell, marketing communications manager, Nissan Brief: Launch the Nissan Navara Creative agency: TBWALondon Writers: Chris Bovill, John Allison Art directors: Chris Bovill, John Allison Planners: Chris Baker, David Fryman Media agency: Manning Gottlieb OMD Media planners: Rachel Gascoyne-Day, James Collier Exposure: National TV

The new Nissan Navara sweeps in to a deserted Wild West town in the launch spot for the pick-up truck.

The ad, from TBWALondon, positions the model as "the boss" of the market by depicting it in the middle of a modern-day Western.

The ad begins with the streets clearing as people sense something is about to happen. Sure enough, a menacing-looking Navara drives into the town in a heat haze. It cruises slowly through the streets as onlookers peer from their balconies and through shutters. But all the driver wants, it turns out, is a takeaway. The ad ends with the line: "Nissan Navara. It gets respect."

JOHN LEWIS - NURSERY, ELECTRICAL AND HOME TECHNOLOGY Project: Nursery, electrical and home technology Client: John Ashton, marketing development manager, John Lewis Direct Brief: Develop two campaigns that will drive acquisition, retention and loyalty Creative agency: Agency.com Writer: David Wellington Art director: Adrian Peters Planner: Melissa Beecroft Media agency: Agency.com Media planner: Jacquie Penn Designer: Perry Cooper, Paul Collins Exposure: Internet

Agency.com has developed a ú60,000 online campaign for the retailer John Lewis.

Pop-up boxes inform potential shoppers about the range of nursery and electrical gadgets available at the store. One ad, "cots", tells shoppers: "We know how quickly your child grows." As an arrow moves up a height chart, the size of the bed depicted in the ad changes. The ad finishes: "Which is why our range of beds grows with them." Another ad reads: "Find an MP3 player to store your music." The user can build a stack of CDs, and the ad catalogues the retailer's MP3 players.

Saab - Saab 9-3 SportWagon launch Project: Saab 9-3 SportWagon launch Client: Elliot Grace, marketing communications manager, Saab GB Brief: Launch and generate interest in and test drives of the new Saab 9-3 SportWagon Creative agency: Draft London Writers: Drew Forsyth (adventure book), Scott Andrews (online game) Art directors: Jake Rusznyak, Aubrey Laret (adventure book), Leigh Gilbert (online game) Planner: Karen Enver Media agency: Initiative Media planner: Nik Dewar Exposure: Direct marketing and internet

Saab launches its 9-3 SportWagon estate this autumn, backed with a digital and direct marketing campaign from Draft London. The campaign is built around the concept of an adventure game.

The mailer is a 100-page book that challenges readers to choose their own adventure by following various choices at different stages of a story about a man trying to find his family.

The online execution is a playable version of the story, using footage filmed in various locations around the UK.

The Saab 9-3 SportWagon will compete with vehicles such as BMW's 3 Series Touring, the Volvo V50 and the Audi A4 Avanti.

This article was first published on campaignlive.co.uk

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