BRAND CONSULTANCY & DESIGN
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Her Story Augmented Reality App
To launch Her Story, a new fragrance line that celebrates women and the experiences that have shaped them, we created an AR app with a selfie filter that would allow users to upload their profile, share their inspirational story and connect with other women worldwide via an interactive map. The app could be accessed via mobile and web and was initially launched in 10 markets to coincide with International Women's Day.
GMAC Bank
Originally specialising in automative finance and insurance, General Motors' GMAC formed a new direct banking service that was already fairly well-known in the US. But with a low brand awareness in Europe, the first priority was to put the company name front and centre, while the messaging "64 years experience, 41 countries, 4 letters, one brand" underlined the brand's heritage and global scale. The launch campaign ran in trade and financial press, newspapers and digital display in all European markets.
OTHER BEAUTY WORK
JUVEDERM | COOLSCULPTING
DigitAll:Â Brand Platform, Consumer and Trade Campaigns
In addition to mobile devices, part of Samsung's transformation relied on other digital innovations, most notably memory chips, LCDs and any other internet-enabled device with a first foray into smarter machines such as fridges. To emphasise the brand's digital prowess we created the overarching DigitAll platform, setting it apart from its competitors, who at the time still held on to a largely analogue portfolio. Campaigns launched off the back of this new platform targeted consumers TTL and trade/businesses in retail and key events such as industry trade shows.
Samsung:Â Olympic Games and Torch Relay: Sponsorship
As part of its Olympic sponsorship Samsung were keen to show how their innovations could provide the opportunity for a more connected experience and for fans to not only feel and share the excitement, but to also create it. Our campaign conveyed the spirit of the event, the connectivity of the Torch Relay and the athletes’ ability to achieve the extraordinary that in turn would inspire the public. While the sponsorship was restricted to mobile devices, we also gave a nod to the games in cross-category comms. Rolled out across multiple channels, the campaign also included sales promotions, competitions and trade incentives.
Coolsculpting:Â Pitch & Launch Campaign
Coolsculpting was an existing brand specialising in innovative non-invasive fat removal based on cyrolipolysis (fat freezing). Yet its identity and proposition were unclear, with some consumers often mistaking the procedure with surgery, while many others had never heard of it. This was not helped by the sterile and outdated brand image visible in current comms.
To show that Coolsculpting is an easy, viable way to kick-start weight loss and capture consumer attention, our winning pitch included a colourful launch campaign that highlighted the many, often futile methods people use to lose weight, positioning Coolsculpting as the proven solution rather than just another fad.
Bepanthen: Masterbrand and Minor Wounds Campaign
With a strong portfolio in the medical skin care category, Bayer's Bepanthen was looking to bring its brand purpose of transforming vulnerable skin into healthy skin to life. Across the masterbrand and its main franchises, including Baby, Eczema and Minor Wounds, we developed a brand strategy and creative that demonstrated just how incredible our skin is, and the emotional role Bepanthen plays in keeping it healthy. With the Minor Wounds product campaign, we then took another step in highlighting brand trust and a modern reflection of our target audience, who are bold enough to risk a few grazes with Bepanthen by their side.
HEALTH & PHARMA | JUVEDERM
Pitch work and global relaunch for Allergan and Bayer in the medical aesthetics and skin healing category across multiple channels including consumer digital and print, HCP assets and TV.
MOBILE TECH | NOKIA
UK Customer marketing campaigns with mobile network operators/retailers and B2B enterprise projects. Promoting Windows Phones, accessories, apps and services, and the wider Windows ecosystem in ATL, digital, retail & POS comms, shopper marketing, experiential and sponsorships.
Windows Phones: Customer Marketing and Sponsorships
With the launch of the Lumia Windows Phones, we needed to make Nokia a serious contender in a category they once led, by not only convincing consumers and businesses that the devices were high-tech and easy to use, but also educating, incentivising and partnering with mobile operators such as Vodafone, Three, O2 and EE so they could better promote these products over more popular competitors. This included a series of call-centre and retail roadshows, activations, advocacy programmes, shopper marketing and sales initiatives, and high-profile sponsorships with Warner Bros.
For The Dark Knight Rises we went beyond just product placement and created bespoke assets, an interactive app, fan competitions and an experiential takeover at the London movie premiere and after-party.
Another challenge was ensuring that our relevant comms complemented every operator’s tone of voice. For Three this involved a quirkier, more off-piste approach that pitted the Lumia against carrots, with personalised carrot cakes sent to key media influencers.
These activities resulted in Lumia sales rising by 32% post-campaign overtaking Blackberry for third place.
Nivea For Men: Skin Care Product Launches
Despite the saturation in the personal care market, men’s skin care proved to be a rapidly growing segment, but many brands struggled to find an appropriate way to speak to their target audience who had little or no interest, with grooming habits that varied widely by market. Leveraging Nivea’s already strong foothold in the general care and shaving category, I helped launch a series of sophisticated skin care products such as wrinkle creams, self-tanning moisturisers and skin-repairing balms – products that may seem daunting to a skin care novice. But with a down-to-earth approach that highlighted the simplicity of use, clear results, strong RTB and a sprinkling of humour, sales went through the roof and the campaign garnered 6 Effie wins as a result. The brand rose to the number one spot in all key markets within the male grooming category and also drove significant growth of the market.
Juvederm: Pitch and Brand Refresh
As a market leading filler brand, Juvederm was facing increasing competition and in need of a complete refresh that would set it apart from the rest. Moving away from the more clinical approach it had before, the aim was to address the growing consumer demand in beautification, correction and delaying signs of ageing. Targeting four patient archetypes, our pitch-winning strategy and creative positioned the brand in the luxury sector to better reflect injectable fillers as another means to feel good and confident about yourself. Empowering women to go after the look they wanted, when they wanted, the work was adapted to specific market needs and included a logo refresh, digital and print assets and a suite of HCP comms.