TV | Print | Outdoor | POS | Brochure
For the past 3 years, we have led the charge on helping Royal Caribbean redefine their brand, challenging category norms and pushing the brand into clear water.
Faced with declining customer base, the business needed a change in direction, so we set about to define the new global strategy for the business one that would position Royal as a challenger to convention.
We defined the key obstacle that faced those weighing up a cruise as a holiday option – that across the board, the fear of having a hard-earned holiday that is ‘just okay’ often prevents people from trying something new. We have too few holidays to get one wrong, so we stick to what we know.
So we set out to show a non-cruising audience what it’s really like to cruise with Royal Caribbean, creating Where Extraordinary Happens, a global brand proposition that captures a spirit of excitement, playfulness and innovation, where adventure, luxury and thrill come together in one amazing holiday.
We help the brand embed these extraordinary values across their customer journey, creating their brochures, their call-scripts for telestaff, on-board materials, as well as handling their £5m above the line campaigns year-on-year – the latest campaign being “This is How To Holiday”, currently running nationwide.
Did It Work?
It’s having a stunning effect, with brand awareness soaring by 17% in 2017, sales by 32% and a 12% rise in new cruise audiences coming to the brand.
Brand Strategy | Print | Film | Digital | Experiential
The isle of Jura is a unique place, full of myth and legend. It has just one road, one pub, and one distillery. Sitting off the west coast of Scotland, it was once described by George Orwell – who happened to write 1984 whilst staying there – as ‘the most un-get-at-able place on earth’.
There is a symbiotic relationship between the island, its inhabitants, and the distillery that further adds to the unique story of the place, with the human population dwindling to little over 100 in the aftermath of the original distillery being closed down. Since it’s rebirth, the island is once again a thriving community, and in launching the brand to a US market, this authenticity was paramount to our approach.
We teamed up with world renowned photographer David Guttenfelder, and gave him a simple brief. Bring us back the real JURA, and help bring to life our 'A Long Way From Ordinary' positioning.
Did it work?
The brand has just launched in the US to huge fanfare, with a nationwide tour of David's work accompanying the launch, and a raft of other experiential activations to help engage US drinkers in this amazing brand.
TV | Print |
Our debut campaign for Dermalex saw us develop a new range idea in 'Stronger skin, stronger within'. Based on the insight that people that suffer from skin flare-ups feel more vunerable in their day-to-day lives and often live in fear on when it may strike next, our TV work sought to drive awareness in the brand through the lens of Ecezema.
Working with RSA and director Ben Scott, the campaign launched in October 2017, across the UK & Ireland.
Print | Outdoor | Digital
Barclays' new Smart Investor service seeks to help the nation make more of their hard-earned savings, creating a platform that allows everyone to learn more about investing, and giving them to tools to do it themselves.
Our nationwide campaign invited the nation to 'Unleash your Smart Investor', drawing on a range of people from around the country and landing the point that investing isn't just for the rich and famous.The work ran across key outdoor sites and nationwide print publications and was supported by a strong digital strand of activity that included the creation of the Investor Tester - a mobile-first game that gave people the opportunity to see whether they had the skills needed to invest via a set of increasingly challenging puzzles.
Did It Work?
To-date the game has been played by over 100,000 people, with CPA and CPC averages smashing Barclays benchmarks, as this shapes up to be the most successful product launch by the brand ever.
Brand Design | Website | B2B | Social | Brochure
Club Royal is the exclusive trade programme within Royal Caribbean. With over 2000+ travel partners, it’s widely regarded as one of the best travel incentive programmes around. We were tasked with giving it a fresh new identity, so developed a new brand architecture that felt fun and vibrant. A look that compliments Royal Caribbean's playful side.
Along with a new set of master brand guidelines, Hometown has developed a whole range of collateral; An online club hub, B2B advertising, new social environments, booklets, direct advertising and incentive programmes.
The new brand was been rolled out nationally in the latter half of 2017
Outdoor | Print | Digital
Insuring over 1000 different trade types — from dog walkers to accountants — means Simply Business been lucky enough to uncover some of the funniest names in small business throughout the years.
That’s why in October we launched the 'You name it, we insure it.' campaign, celebrating two of their wonderfully unique customers, and their brilliantly-named businesses.
The campaign ran nationwide, including Print, Outdoor, and targetted digital display.
Brand Strategy | Brand Design | Print | Digital
Having helped the GLH Hotels group craft its brand vision and values, we then set about helping them define their hotel brands more clearly, starting first with Amba Hotels.
The Amba Hotels at Charing Cross and Marble Arch in London needed to find a clear role in what is a congested and confused 4-star hotel category. We helped identify their purpose - curating outstanding hotel experiences through the art of hospitality - and built out a customer promise to always 'raise expectations', in a segment which is often underwhelming.
We created a set of brand documentation, socialised this across the business, and launched the refresh with the 'Upgrade to Amba' campaign.
Did it work?
The GLH masterbrand and its corresponding hotel brands is currently seen as one of the hottest hotel businesses in the UK, with visitor numbers soaring.
TV | Print | Outdoor | Digital | Brochure | Experiential
Our Call & Conquer campaign for Powwownow was created with one eye on the commuting misery set to befall Londoners during the first few months of 2017. With strikes on both Southern Rail and the Underground, we developed a type-led campaign that acted as a call-to-arms for struggling commuters. Running across all major transport networks, the message was simple; Don't battle your way into work to get the job done, simply Call & Conquer. The campaign is also running reactive campaign assets throughout the year, as we position the brand as a cultural commentator for events where a call would have been preferable.
DID IT WORK?
Last year we helped Powwownow exceed their total registration target by 27%.
TV | Print | Outdoor | Digital
Our Live The Game campaign for 888poker came at a time when despite having the 2nd largest customer base in the category, the number of people actually playing was decreasing. Our research suggested that there was a fear associated with playing the tables and having your chips eaten by the more professional players, therefore taking the fun out of the experience. 888 Poker actually prided themselves on matching players up with people of a similar standard, so we brought that to life across TV and digital channels, dramatising that moment when you compete with your friends for the win.
DID IT WORK?
The campaign was successful by a variety of metrics. Registered players began playing more, and new players came into the category. Additionally, the 888poker brand became recognised more for being a fun and playful brand, rather than an offer-led online gambling one, which stands the business in great stead as we move forward.
Digital | Social | Mobile
We were asked by Bupa to find a way of engaging a social media audience in their Bupa Dental offering. Through the lens of our brand platform, Feel Great Britain, we set out to provide an entertaining experience via Facebook that played to existing behaviours. We noticed how parents of children like to post pictures of their little ones when they lose their first teeth, so we created the “Story of the Tooth” an interactive animated film that told the story of what happens when the tooth fairy takes away your tooth. Parents could upload a photo of their child and make them part of the story, which could then be shared with family and friends, raising both awareness and smiles.
DID IT WORK?
The ‘Story of the Tooth’ was viewed over 1.5m times on Facebook, with a very moderate media spend. This was boosted by over 100K personalised videos being made, with an average dwell time of over 4 minutes, metrics that historically a brand like Bupa could only dream of on social media.
Print | Outdoor | POS | Brochure
For the Spring/Summer campaign, we worked with award-winning animation studio Aardman – of Wallace and Gromit fame – to great a unique look and feel for this world-famous watch brand. The campaign was full of colour and life and ran across traditional above the line channels, and also across various point of sale channels in stores across the world. Our shoot combined the best of both photography and animation, giving the brand ample assets with which to work with in activities, which included their season look-book.
DID IT WORK?
The campaign was an incredible success for the brand, and was rolled out across the world in multiple markets. Both of our campaigns for the brand were massively successful in terms of driving awareness, global alignment and brand affinity.
Sponsorship | Experiential | Digital | Print | Direct
Bupa had sponsored the Great Run Series for 26 years, but decided that they wanted a change. They challenged us to find an alternative platform for them to sponsor, but we challenged them to look at their entire business in a different light, to move away from a business focused on illness to one that celebrated wellness. “Feel Great Britain” was born, and became a rallying cry for the whole Bupa business, giving the brand permission to appear at a range of events around the country, from the Westminster 5K to the Electric Run, from comedy events to food markets.
DID IT WORK?
Bupa’s brand value was at an all-time low at the time of us proposing the change. Since then, a host of events have taken place across the country, and brand perception and affinity metrics have improved radically, as Bupa is seen as a warm, positive, and generous brand once again.
Print | Outdoor | POS | Brochure | Digital
Our first campaign for this world famous watch brand saw us seek to bring a smart and stylish approach to their Fall / Winter campaign offering. Using a kaleidoscopic illustration style, we shot our campaign assets and assembled a unique look and feel for each of the ads, to reflect the varied range of watches that were on offer – a cool and urban feel for their Urban Expression range, a 50’s approach for their Classic range, and a more sassy look for the Late Night Glam collection. The campaign ran globally across Print and Outdoor, as well as throughout their sales brochures and POS media.
DID IT WORK?
The work was well received in all markets, and was widely adopted by stores worldwide, resulting in a sharp increase in sales and footfall for that seasons range of watches, as well as building brand attribution rates and recall of the range of ads.
Branding | Print | Outdoor | Experiential | Digital
Yas Island is probably most famous in the UK as the place where the Abu Dhabi Grand Prix takes place every year. But that is only part of the story. Yas Island boasts an array of world leading entertainment experiences, from the world’s fastest roller-coaster, Ferrari World, Yas Links Golf, one of the world’s biggest water-parks and Michelin star restaurants. Our “Dare to Dream” campaign helped them launch this offering to the world, making the most of the individual elements that were based there, but packaging them up being to life the complete experience.
DID IT WORK?
Yas Island put over £5m behind launching the campaign, and are seeing record numbers of visitors coming to the island, but importantly the Yas Island brand is now becoming as well known as some of its more illustrious assets on the island
Brand Positioning | Brand Design | Retail Design
During the Summer of 2016, we were engaged by Primark to help them position and bring to life their new activewear unisex range. Whilst the new range needed to feel fresh and new, it also needed to build on the existing Primark brand and not feel out of place and alienating to their core audiences. We positioned the brand as the ‘world’s fastest sportswear brand’, highlighting Primark's heritage in fast fashion, and giving the brand an energy and a focus for the retail environment. This was then brought to life through a series of retail designs, with an emphasis on dynamism, tempo, colour, and speed.
The positioning and retail space designs were universally embraced by the business at-large, and are currently in development, so watch this space or better still, watch that space.
Experiential | Digital | Social
During the summer of 2014, the excitement was building for the World Cup, hosted this time in Brazil. ITV were jointly showing the games throughout the tournament, and wanted an event to highlight their involvement. We helped create a fanzone in Manchester where the games could be shown live, complete with beach football pitch featuring exhibition games. And for the England v Uruguay game we delivered a world first – the first ever 4D game, as we aired the game on the big screen whilst releasing the smells of the World Cup to the audiences throughout – freshly cut grass as they teams came out, the smell of a roast dinner when the England national anthem played, and the smells of limes and coconuts at half-time, a truly immersive event.
DID IT WORK?
As part of the campaign we invited audiences to vote on their ‘smell of victory’, the smell to be released during the national anthem. Over 60,000 people votes – the winner being a roast dinner – and the campaign was covered on national TV and press. Around 200,000 people attended the fan park, firmly putting ITV at the heart of popular culture once again.
Content | Social | Mobile | App Development
As part of Bupa’s commitment to helping people live longer, healthier, happier lives, they wanted to get people walking more. We worked with the UK team to help create and launch the Ground Miles app, a social walking platform to motivate and track your walking habits against your friends. And in keeping with our new approach to communications we developed the character of Chad Strider, the world’s greatest walker, and shot a short film bringing his story to life. Shot in LA and starring Steve LaChioma in the lead role, the film resulted in a set of spin-off ‘Chadverts’, funny mobile ads to drive registrations to the Ground Miles app.
DID IT WORK?
Chad Strider became an instant hit, with over 2m views of the original films and global PR coverage as far afield as Thailand. The mobile ads drove over 40,000 new downloads of the app, exceeding our target by 20% from a small online media budget.
Platform Development | App Development | Branding | Social
We were approached by Cisco to help solve a problem that they believed was impacting their sales team’s performance. After running a number of workshops however, we uncovered a much bigger problem for sales people – they couldn’t get access to the information they needed in order to make their jobs better. So we devised, built, and branded the Cisco Sales Buzz app, a multi-platform application that delivered tailored information to sales teams on the move, and created a simple to use platform for other employees to clip information to them, when they needed it.
DID IT WORK?
The Sales Buzz platform was initially rolled out to a small pilot group in the UK, but quickly gained traction, eventually being made available to all 9,000 Cisco sales employees around the world, becoming a hugely valuable part of their day-to-day activities.
Brand Development | Print | Direct
Our friends at Green Square help media and marketing agencies when the time comes to sell. They briefed us to create a print campaign for trade magazines to help them stand out in their sector. Our insight was that if you own a business and don’t prepare and plan an exit strategy, you’re leaving your life’s work to fate. We therefore cam up with the concept of tarot cards based on this insight and portrayed business owners striding towards fortune or walking blindly towards disaster. We created a series of 5 tarot cards – Fortune, The Fool, Lovers, The Star and The Chariot.
DID IT WORK?
Tony Walford Partner at Green Square says “The Tarot route chosen was a brave one for us to take – given what we do in an industry that is pretty ’serious’. We cannot express how pleased we are with the final product, not just in relation to the creativity, but how clearly it differentiates us in a sector which could be described as staid at best. Client feedback has been astonishing.”
TV | Print
For 30 years, Neighbours has been a part of the UK soap opera scene. To celebrate its 30th year on our screens, we were tasked with running a global ad campaign that reminded the world how great a show it is. We commissioned award-winner photographer Tim Bret-Day to shoot our ‘Greatest Soap on Earth’ campaign, taking cues from the world of big-top circuses. The ad showcases the entire current crop of Neighbours talent, and put a gloss on the show whilst keeping the all-important sense of fun that is such an important part of the soap’s enduring success.
DID IT WORK?
The Neighbours 30th anniversary show was one of the most watched episodes in recent memory, and our campaign was adopted by markets around the world. It also led to a range of celebratory experiential events for the episode, including one at Australia House in London.
Experiential | Outdoor | Digital | Social
Rakuten are Japan’s largest online retailer, dwarfing the likes of Amazon in terms of their size. Following a raft of pan-European acquisitions, we helped the brand gain a foothold in the UK through a combination of ATL campaign work and local activations. Our first PR activation involved the creation of a 50ft shopping bag, dropped into main city centres across the UK. This was then followed by the Superbag Tour, an entertainment property that turned the bag into an entertainment centre, showing films, giving away prizes via an interactive game, and helping Rakuten land their core brand proposition of “Shopping as Entertainment”.
DID IT WORK?
The Superbag Tour was incredibly successful as a marker for the brand. Brand recognition rose by 73%, and thousands of people signed up for the Rakuten customer programme via ambassadors on the ground.
TV | Social | Digital
For the 10th anniversary of X Factor, ITV wanted to go back to the roots of the show, focusing less on the judges and the drama, and more on the simple fact that the show has for a decade uncovered a host of fantastic singers from all over the UK. We created the ‘Our Star’ campaign for the show’s launch that featured a girl and the journey she went on from singing in her garden to appearing in front of the judges on the show. For the show’s casting, we picked an unknown singer to front the campaign. And this singer – Dua Lipa - has now gone on to become a global superstar in her own right, dominating the charts and making huge waves.
DID IT WORK?
The 10th anniversary series of X Factor was a huge success, with the campaign bringing audiences flooding back - the opening night had the highest audience figures of any series. Dua Lipa, the star of our commercial, has gone on to become a global superstar in her own right.
Branding | Print
In keeping with Qatar Airway’s mission to become the ‘world’s 5-star airline’, they developed a bold business-class offering for passengers between London and Doha- a business-only flight on their A319, with 40 fully-flat seats spread across 10 rows. Our brief was to develop a new print campaign to help them launch the product to a business audience, showcasing the cabin and landing key business benefits to the product such as legroom, quiet-time, and the famous Qatari service and attention to detail.
DID IT WORK?
The Qatar Airways ‘Business One’ flight launched in 2014 to great fanfare. Our campaign ran globally and helped the airline quickly build up a reputation for a world-class business product that was unsurpassed anywhere.
Augmented Reality | Packaging | App development | Print | Social | Gaming
Bazooka Bubble Gum was a firm favourite with kids in the 1970s and 1980s. But they’d lost their way a little and needed to relaunch the brand in a new way.
Along with a new range of products (designed and named by Hometown), we sought to engage a new generation of kids in the product. We devised and produced a solution that was totally unique in the category.
With the help of one of London’s premier graffiti artists, Ronzo, we created a range of characters called the Bazooka Budz, each styled on various youth tribes that you might find at school – the smart one, the popular one, the tech one, the sporty one for example.
We then wrapped every bubble gum with a unique trading card, giving every child a character of their own in every pack. But it didn’t stop there – on every card was a code, which when used with the Budz App (created by Hometown and Happy Finish) brought their character to life using Augmented Reality technology. This not only allowed kids to see their character in 3D but also fight other characters too.
The platform was an enormous success. The product launch was picked up by hundreds of key publications, and the mobile app was loved by kids and parents alike.
Content | Social | Digital Display
Bupa are on a mission to get people to live healthier, happier, longer lives. And as part of this commitment, they sought to get people moving more through launching the Ground Miles app – an app specifically designed to track your walking activity.
The client wanted us to promote the app via social networks, so we recommended that we took an approach that put entertainment at the heart of the campaign. We devised a media strategy that used pre-roll ad space on video on-demand sites, and rather than creating ads to sit before the content, we created content that was entertainment in its own right, introducing the World to Chad Strider, the World’s Greatest Walker.
The initial Chad Strider film was seen by over 1.3 million people and was such a tremendous success that a future campaign was introduced, this time focusing on mobile video advertising slots. For this media we created shorter, more lo-fi films for Chad, leading to us smashing registration targets for the client within a month of them launching.
Print | Outdoor | Digital
Our second campaign for Powwownow, looked to build on their commitment to helping the world work more flexibly. Our visually striking campaign ran across all major commuter hubs in the UK, the campaign was shot by renowned photographer Gary Salter, and also appeared on digital channels and print/outdoor media.
Content | Outdoor | Social
Dubai International is the world's biggest airport and has some of the best facilities for travelers. Almost 100 million people pass through it every year but most of them aren't aware of what's available within the vast airport. We were engaged to help highlight these often undiscovered services and experiences and to bring a warmth not often associated with huge airports. We decided to recreate the wonder children feel at airports. The excitement of flying, the feeling of amazement when passing through vast spaces and the opportunity for discovery and exploration. But we wanted to do it with a difference. So, we introducing the world to Pedro the Penguin and millions watched the little flightless bird go on a journey of discovery and ultimately fall in love with the airport and everything within it.
DID IT WORK?
The online film was seen by over 2m people, all organic views built via social reach. The film was positively received in all regions and was running on all airport media, reaching tens of millions of passengers and having a positive effect on the brand value of the airport.
Platform Development | Print | Social | Brochures
Bupa’s new ‘Everyday Hero’ proposition needed bringing to life across the business, so that everyone – whatever their role – could get behind the new direction for the brand, and understand the role they needed to play. Following extensive interviews with people from across the business (and around the world) we developed an interactive story-telling experience that would allow people to see exactly what the new brand positioning meant for them in their role, and importantly, how they could put this into practice on a day-to-day basis.
DID IT WORK?
Following a successful pilot phase, the platform was made available to all Bupa employees around the world, and has helped the 'Everyday Hero’ proposition to permeate across the whole Bupa business.
888 have launched a new online casino that challenges online gambling conventions. It offers a different experience, one that epitomises 50s retro Vegas cool and moves away from the Tron-like modern Vegas we are all familiar with, with too much colour and too much neon. Our approach focused on 50’s culture, a stylish and exciting time where the American dream was alive and well, where possibility, serendipitous good luck and opportunity were everywhere. We developed a TV spot that encapsulates this spirit of serendipitous luck and the potential of good fortune.
DID IT WORK?
The 777 casino has gone on to become one of the leading online gambling platforms in the UK. Our ad was immediately recognisable amongst a crowded me-too category of loud and brash gambling brands.