a guide to
One year in the life of:
Christchurch & Canterbury Tourism
Saks Fifth Avenue
Some call us an ad agency. Others a digital shop, content publisher,
social engagement outfit, PR company and retail marketer. We just call
ourselves iris. All of the above rolled into one, neat, networked agency.
We blend all the strategic, creative, technology and production skills
clients need if they’re going to win in the modern, networked economy.
Think of it as an agency with no borders, no boundaries, no barriers
(and as importantly, no bullshit).
HI, WE’RE IRIS
NETWORK You’re a consumer.
So think about it for a second. Who would you rather get involved
with: a brand that spends its marketing monies on mundane jingles
and expensive corporate selfies? Or a brand that does extraordinary,
imaginative things for you and with you?
Yup, that’s what we think too.
That’s why we build Participation Brands. Brands that are reinventing
the ways consumers get involved across all kinds of categories. Brands
that play an active and meaningful role in culture. And brands that
are created with people – not just for them.
And it’s why today, many of the world’s biggest and bravest names
are working and growing with us right across the globe.
These days every major car brand has its own fun-size car
and super-sized budget to promote it. As MINI’s sole creative
agency partner we’ve been busy reminding the country
what makes the MINI experience unique.
From a reinvention of MINI’s iconic cultural status for
the social age to mobile experiences that get you closer
to the cars without getting off the sofa, we’ve driven
a 7% year-on-year rise in new car sales.
PacemanThe campaign that bites back
The new MINI Paceman is a sleek, urban vehicle that combines
a sophisticated design aesthetic with MINI’s mischievous streak.
But at first glance, it’s just another MINI in a growing range.
Design With Bite was packed with the latest pioneering innovations
in tech and digital advertising – including MINI’s first use of Shazam,
which took punters directly to chasethepaceman.com from the
TV ad. Once there, you could explore a full 360° view of the car’s
interior and exterior, play a game to win a trip to Tokyo and
– most importantly – request a brochure or book a test drive.
Unique visitors explored the
desktop and mobile platforms.
Explored the mobile experience.
Shazams on a single TV spot.
Of Paceman yearly leads were
delivered in the first month.
Doubled previous conversion
rates for digital.
Rise in MINI’s core brand
measure of ‘Inventive’.
NormalPaying homage to MINI drivers’ creativity
MINI owners have a quirky, inventive, NOT NORMAL relationship
with their MINIs. To launch MINI’s first brand activity in six years,
we celebrated the love for their cars with hundreds of authentic
MINI inventions (such as MINI furniture, costumes – even body art).
Sourced by iris, the images became the heart of a participation
campaign that spanned OOH, digital, social, TV, PR and events.
A call to arms film asked the public to help track down these
creative fans and inspired thousands of others to create their
own NOT NORMAL MINI inventions via #MININOTNORMAL.
Twitter and Buzzfeed.
Trebled MINI’s Twitter
following over the six
weeks of the campaign.
People went online
to look for a new
MINI at mini.co.uk.
SaluteA digital high five from MINI
For one week in August, a unique live event along London’s
Cromwell Road updated the tradition of saluting oncoming MINI
drivers: any MINI driver passing the five giant consecutive digital
posters was greeted with a real-time, personal salute.
We used a bespoke technical platform and specially trained
spotters to salute drivers with a cheeky personal message,
give them a bacon butty treat, car wash or bunch of flowers.
Shared the online film.
Pieces of PR coverage.
Uplift in ‘MINI is like a friend’.
The horsemeat scandal was taking Europe by storm. We bolted before
the stable door shut by cooking up a tasty bit of Urgent Genius.
Written and designed within a day, our tongue-in-cheek ad, promoting
the new MINI Roadster, featured in full-page spreads across all major
nationals within three days of being presented to MINI. The ad caused
quite a buzz on social networks and received extensive PR coverage.
Shares in five days.
Views on BuzzFeed.
Search traffic on MINI JCW
the weekend the ad ran.
The ad received
extensive PR coverage.
No matter who you are or what you do – an athlete, the most
successful footballer ever, or just a kid wanting to have fun
with your mates – adidas wants to encourage you to give it
everything, leave nothing behind and go all in. We deliver this
idea to youth audiences the world over through digital, social
and experiential participation programmes.
Team MessiTeam work and a genuine love for the beautiful game
Partly a social media programme and partly a series of high-profile
campaigns for product launches, Team Messi is a global fan
movement, founded by adidas to celebrate everything “Messi”.
It’s the place where Leo’s fans can connect and get closer to their
enigmatic hero. Through content and experiences that give new
perspectives on Leo, exclusive rewards and the chance to get
their creations in his hands.
And, most importantly, we’ve been able to turn fan’s passion
into measurable value for adidas, driving brand attribution
and commercial sales.
With Team Messi we’ve turned 30 years of sports marketing
convention on its head.
Fans across Twitter and Facebook
Team Messi platforms.
Of YouTube video views.
Of Team Messi customers
are new to adidas.
Average order value of
Team Messi fan (in database) -
higher than the adidas average.
adizero F50 messi
Our audience of 14-19 year old players expect entertainment.
We showed them Leo Messi, and his football genius, in a manner
his fans have never seen before. A custom adidas LED suit, ball
and boots were created, the lights turned down and the camera
rolled at 1000fps. The New Speed of Light captured Messi’s every
twist, turn and touch. And the beautifully shot film lead viewers
to click through to ecommerce to buy the boot.
YouTube views in under
a week, without a penny
of paid-for seeding.
Most shared ad in
the world that week.
Extra Facebook likes
and 33k clicks through
to adidas Football
Overwhelming positive response in
consumer and trade media, including
pieces on Mashable, Hypebeast
and the Mirror.
Lovie award in the
Branded Content category.
The world’s first socially curated fashion show
To launch the adidas NEO SS ‘13 collection at New York Fashion
Week, Selena Gomez asked our fashion-forward 14-19 year old
audience to “rule the NEO runway” on social fashion portal, Polyvor.
The show, styled by 12 teen fashion bloggers and tweeted live
by Selena, broadened the reach of the event beyond the US,
gained global media exposure and provided a digital platform
that allowed teens to get involved.
Views of campaign
gained during the
Polyvore and it received
7.6 million views.
Increase in searches
on adidas.com for
NEO during the
in NEO stores in
Pieces of global press
coverage across 15 key
markets and 600K
reach for bloggers.
Going all in for Murray
Wimbledon is a really big deal; and so is Andy Murray. To create
social buzz for adidas we launched #hitthewinner – a Twitter game
within a tennis match that asked fans to “go all in for Murray”.
To play, fans selected one of nine targets on the court by tweeting
a corresponding hashtag. Each time Murray hit your target with
a winner, you’d stand a chance of winning adidas swag.
Immediately after each set, we posted a visual showing where all
the winning shots landed alongside the Twitter handles of all the
winning players. We also created a series of Vine videos to spice
up the Twitter feed with cheeky animated representations
of Murray’s awesome power.
Reached through PR.
Talked about brand
Lovie awards won.
BoostRunning a truly unique launch
In early 2013 adidas launched Boost, a revolutionary running
shoe that absorbs and returns energy to the runner more
effectively than any other.
Instead of just telling people about Boost, we showed them how
this energy return felt. We created an installation at the entrance
of the Santiago Marathon expo that was capable of harvesting
the energy from the footsteps of the 25,000 runners arriving
to pick up their race packs. This energy was then stored in
a battery and used to power motivational messages displayed
in the final kilometre of the race.
The messages were synchronised with the unique bib numbers
of every runner, allowing friends and family to personalise messages
and upload photos right when the runners most needed a boost.
People passed the walkway and
generated enough power to transmit
messages for over six hours.
Friends and family members
engaged with the stand and wrote
People reached through PR.
Of Boost inventory was sold on-site
over the three days that the expo ran.
A real-time reaction to real-world events
In June 2013, mass burning in Indonesia turned the skies in
Singapore black with smoke. The Pollution Standards Index (PSI)
broke a 16-year high and it was considered unhealthy for
Singaporeans to exercise outside.
We teamed up with adidas and one of Asia’s largest fitness groups,
True Fitness, to help Singaporeans continue their training despite
the haze. Through the adidas Singapore Facebook page, we offered
fans free one-day gym passes. The number of passes given away
matched the PSI level (which reached 200 per fitness centre).
And as well as free, safe day’s training indoors, everyone was
given a go all in(doors) t-shirt to boot.
The average viral reach
on adidas SG Facebook.
Fans reached per post.
Picked up by international newspapers,
media sites, blogs and fan communities
across the world.
Heineken is on a mission to establish itself as the brand
of choice for aspiring ‘men of the world’.
Of all the things valued by this premium market, design
is high on the list. So, we made design the central platform
and invited the audience to engage with the brand.
Not only have Heineken’s fans jumped in feet first with our
design competitions and experiences, the platform has also
created higher levels of brand visibility and recall.
Now, the beer competes for consumers at the top level,
against champagnes and premium spirits – not just
other beer brands.
FutureTurning an anniversary into cultural conversation
For the first time, fans and followers of Heineken could immerse
themselves in a rich brand archive containing 140 years’ worth
of design assets and inventions to use as their inspiration
in creating the next Heineken bottle.
The winning design was chosen at a live judging event at Milan
design week and turned into a real bottle, sold around the world.
Unique visits to the
Facebook hub, smashing
were created by
Bottle design shares
directly from the
Anniversary bottles sold.
Articles talked about Heineken’s
innovative design credentials.
Lighting up the night on Heineken’s birthday
We opened Amsterdam’s Light Festival in style, with the world’s first
socially interactive bottle installation – on the exterior of the iconic
The spectacular bottle wall – made of 5,000 glass Heineken bottles
– created a giant video screen. Images from the brand’s 140 year history
were shown alongside birthday messages left by fans on Heineken’s
Facebook page. The celebrations went on for three weeks – with a live
stream of the wall appearing on Facebook, ensuring fans across the
world could view their message in real-time.
Happy birthday Heineken – proost!
People saw the wall in
action in Amsterdam.
Heineken bottle wall
Articles celebrated the event
(ranging from Wall Street Journal to Esquire)
across 20 countries.
UP SMILESDomino’s is the world’s leading pizza delivery
company, but in the UK and Ireland it had been
sucked into a discounting war.
We took them from hangover cure to a meaningful
brand full of feel-good moments with TV ads,
live-gaming rewards and even entertaining
packaging. We call it Greatness from Domino’s.
Gaining a bigger slice of the market
Domino’s now delivers more than freshly made pizzas – they also
promise to put a smile on your face.
How? With a fully integrated campaign that includes, but goes
way beyond, TVCs.
If you were second screening with The X Factor on a Saturday
night, you could win insanely delicious offers through the show’s
sponsored app. While, #gamefuel rewards gamers live with tasty
treats – beat the Domino’s team at Call of Duty and you received
a voucher message. And for one chilly day only, we asked pizza
lovers to Tweet the Heat and guess when a giant delivery man ice
sculpture would drop the box in the #DominosMeltdown to win
a year’s supply of Domino’s pizza.
Uplift in sales for the year.
Weekly sales performance.
Growth in average
social engagement rate.
Fans took part in
Average viewing time
of live stream.
Shell is one of the world’s biggest retailers and, as their lead
agency partner in digital, retail and sponsorship, we are making
Shell the active choice for motorists – rather than a place
to pull in based on convenience or habit.
We do this by enhancing the experience of motoring and
shopping with Shell, adding value to services, creating digital
content and running their social media programme.
Driving sales with three leading global brands
Shell V-Power fuel is a premium product sold at a premium price.
In the highly competitive and cost conscious fuels retail market,
saturated with cheap promotional giveaways, we needed
a compelling reason for drivers to upgrade.
We brought together three leading global brands – Shell, LEGO and
Ferrari – and designed (exclusively for Shell) The Ferrari Model
LEGO collection. The range of six, collectable model cars was only
available to V-Power customers refueling at Shell forecourts.
Alongside the smallest pullback motor LEGO had ever made,
we developed a truly multi-channel campaign for TV, social,
digital, experiential and traditional print starring Ferrari’s F1
team and LEGO’s playability.
User generated videos with the
cars from this promotion.
Increase in customer loyalty
in some markets.
PR value equivalent
Global average sales
Cars sold for 25 times
face value on ebay when
stocks ran out.
Everything Barclaycard do is designed to give their
customers a hand. We develop and promote innovative
ways for them to do it.
We’ve saved people time in their lunch hour with contactless
technology, launched a pre-loaded wristband that pays for
drinks at festivals and we engage customers through the
brand’s social media.
Spreading awareness by spreading smiles
Unwind is an exclusive entertainment perk for Barclaycard
customers, which sells tickets for gigs, shows and sports events.
We gave customers #reasonstosmile to let them know how good
Unwind is. It’s an expression of what Unwind gives you – the acts,
the experiences and the value.
Customers received emails offering access to events, discounts
like ‘Fee Free Friday’ (where the booking fees are on Barclaycard)
and exclusive pre-sale tickets. Those following Unwind on Twitter
were monitored and if anyone tweeted unhappy updates Unwind
could send event tickets to cheer them up – just one of the simple,
but effective ways of spreading #reasonstosmile.
Of PayBands were used for fast-track entry.
Increase in awareness of the
Unwind service over the last year
– a significant improvement.
Penetration to the
Philips knows that all great innovations start with
people. So, we spent time with mums to develop the
global brand positioning for Philips AVENT; inspired
a community of music lovers all obsessed with sound
and brought the brand into the connected age by
launching Philips hue, the clever light bulb taking
the world by storm.
Altogether, by combining social analytics, content
publishing and the latest technology we’ve built
a brand that means more in the lives of people today.
PHILIPS HUESee the world in a whole new light
The first product of its kind, hue is a clever LED light bulb that
can be controlled from your smart phone or tablet. Its millions
of colours can wake you up, help protect your home and even
improve your mood.
We gave hue a beautiful, cool product identity, iconic packaging,
intuitive app and a website with a story, then launched it all with
a smart strategy to reach early adopting bloggers.
IFTTT recipes have been
created in two months.
Likes in the first
Followers on Twitter
for customer service.
Philips hue in the first
six months of activity.
in the US at launch.
Global views of the
Apple ‘Brilliant’ ad,
in which hue featured.
J2O was originally developed as a soft drink for people to enjoy as
an alternative to alcohol. We create unique and playful experiences,
both on and offline, to make get-togethers between friends more
enjoyable and more sociable.
SPIN 2 WINThe world’s first human fruit machine
Our 21st century re-working of the old pub favourite was
powered by a J2O punter and three mates. Using a free app
and special edition beermat as AR markers, the mates became
the reels of the Spin 2 Win fruit machine, playing for thousands
of prizes from the J2O Kitty. And if they won, the nifty photo
upload tool allowed them to share their moment instantly.
The campaign rolled out across 21,000 pubs, PR and
a partnership with Heart FM, putting J2O at the heart
of modern British get-togethers in pubs and bars.
Downloads over the
three months (optimistic
KPI’s were set at 7,200).
Spin 2 Win POS featured in 21,000 pubs nationwide,
161% more outlets than previous campaign periods.
Johnnie Walker is the most popular Scotch whisky in the world,
with over 15 blends for different tastes and occasions. But over the
years, the traditions and craft of Johnnie Walker had been left behind,
as drinkers switched to more stylish and luxury-laden pours.
Through its F1 sponsorship, global travel retail and iconic new
products, we have given the brand a new, sociable sophistication.
Responsible drinking with Formula 1 stars
Johnnie Walker sponsors the Vodafone Mercedes McLaren
Formula 1 team. To make this sponsorship accessible to our
drinkers, we created branded content, parties and promotions
inspired by driver Jenson Button’s affluent lifestyle.
This sponsorship was coupled with a rebooted ‘Join the Pact’
campaign – a commitment to never drink and drive. Our powerful
Glass Car film, alongside F1 drivers Mika Häkkinen and Sergio
Perez launched the campaign with a promise of one million
kilometres of safe rides home from the brand.
Engagements with our
branded content and digital
PR value from the
at Singapore GP.
KM of safe rides
provided in Asia.
Viewers in 150 countries
– equivalent to £41m in
MARKETParrot Bay is a new kind of cocktail. Frozen at home, it is
a simple way to serve your own cocktails without the fuss,
equipment or long list of ingredients.
And, as the first of it’s kind, it has created a new drinks
category for Diageo.
Parrot bayFreeze, squeeze and enjoy
Meet the Frozen Parrot, a brand icon who introduces Parrot Bay
to our stay-at-home drinkers and educates them on how to use
this innovative product.
Our loveable Parrot fronted a disruptive, humorous and informative
TV, OOH, in-store and online campaign in Western Europe and North
America. He also drove active trial of the product with thousands
of slurpers on a shopping centre roadshow.
Parrots have already
flown across Western
Europe since launch.
Awareness in GB during
the ATL according to
early YouGov results.
Awareness in Spain
during the ATL according
to early YouGov results.
YouTube views of the launch
TVC across Western Europe.
As sex has become a mainstream part of popular
culture, sexual expectations have moved further and
further from reality.
We took Durex’s functional condom manufacturer site
and filled it with sexual well-being expertise and sexual
reality. Its new purpose? Help Durex’s consumers navigate
the minefield of the bedroom.
DUREX.COMFrom safe sex to great sex with Durex
The new Durex site is a smart, sexy and fully responsive design.
We give vertical scrolling a new meaning in the How to put it on
page, while the Part Gallery uses horizontal scrolling to show
off the best in creative anatomy. Searches can even be tailored
to your own level of sexual experience via the home screen filter.
And in the US, The Liberating Side of Being Together aims to give
you the confidence to ‘sexplore’ with your partner. You should
check it out. You know, just to see the cool design.
Social views in first
two months of site
launch in the US.
Facebook interactions in
first two months of site
launch in the US.
The website is now being localised for 35 global markets
from Chile to New Zealand and everywhere in between.
On 22 February 2011, Christchurch changed forever.
A massive 6.3 earthquake tore the city apart, killing
185 people and injuring thousands. Christchurch was
classed a disaster zone. Not exactly the top place
to go on holiday.
Australian tourists represent Christchurch’s largest
tourism market at 44%. By the end of 2011, despite
the rest of the world flying in, Aussie arrivals were
down to 32%. We needed to turn Aussie sympathy
into visits to Christchurch.
Aussies back to
Bob thinks big
To convince Aussies it was ok to come back to the city, we
repositioned Christchurch as an ever-evolving city. And turned
the problem of 24/7 media coverage into our solution.
Mayor Bob Parker was the face of Christchurch during the
earthquakes. We made him the voice of Christchurch, wondering
where Australian tourists were and how he could get them back.
His solution? Ask Aussies if he could borrow their big icons
(the Big Pineapple, Cow and Merino sheep) to promote the city.
He wrote open letters in Australian newspapers and filmed his
quest in a three-part online series.
Once we had Australia’s attention, we introduced them to the big
things constantly happening in Christchurch. The ‘Discovery Stream’
on christchurchreimagined.com uses people’s holiday snapshots
to show the Christchurch tourism experience. It is the first web
and mobile site to use social media images in real-time.
Increase in unique site
visitors to Christchurch
(target was 50%).
Images uploaded and
tagged #chch on the
the global TV/
Injected into the
Increase in visitor
arrivals to Christchurch
(target was +2%).
At Christmas time, retailers and marketers alike watch
the performance of their respective businesses with baited
breath. The last three months of the year can make or break
a business and it’s no different for those on Fifth Avenue,
For the fourth consecutive year, iris has helped Saks Fifth
Avenue achieve stand-out in one of the most competitive
retail environments in the world.
into a holiday
AvenueThe world’s ‘biggest’ 3D projection
As part of Saks Fifth Avenue’s holiday programme, we put
on a dramatic light show that brought Fifth Avenue to a virtual
standstill every night for six weeks.
Using state-of-the-art imaging technology, we created a vivid
3D projection of ice skaters, Saks gifts and a larger than life
yeti to tell the holiday story across the store’s facade.
And, if you couldn’t be in New York to see it, QR codes on every
Saks store around the world allowed customers to experience
the show on their smartphones.
Visitors saw the magic
live in New York.
People around the globe
interacted with the QR code
to watch the spectacle.
People viewed the
Rise in sales from previous
year over the same period.
PR media value.
Coverage as far
afield as Japan.
We’ve a few secret ingredients that make iris
the Global Creative Innovation Network it is today.
From investing in our own original research studies
to embracing the power of news-jacking and nurturing
extraordinary talent, we are on a mission to deliver
competitive advantage for our clients.
iris Nursery: a grown-up incubator
Our global network of 900+ creative, ambitious people
bring fresh, start-up style ideas to existing brands and
create new business concepts to accelerate client’s
ideas. We’re also active seed and early stage investors.
Now, iris Nursery brings this bubbling pot of ideas and
funding together to go beyond communications and
bring innovations to life.
Content that POPS
Purpose, Originality, Participation & Storytelling is
our approach to help clients navigate the noisy world
of branded content. It covers guiding principles and
strategies, plus tactical and operational advice on
making 21st century content marketing.
In partnership with the Global Web Index, we spoke
to 6,000 mums and Gen Y around the world about the
details of digitally-influenced attitudes and behaviours.
And, we spent a week studying the lives of the most
hyperconnected audience to understand the underlying
needs and motivations behind their behaviour.
Which retailers outsell the competition and how
do they to do this, beyond just ‘out-discounting?’
We commissioned an in-depth study and discovered
how different retailers give compelling reasons to buy
on the spot, rather than leave the store to consider
the purchase. On top of this, we looked at how retailers
overcome discounting to maintain healthy margins
and brand equity.
Ok, every company has them. But the secret of our
success is our people and the way they work together.
Keeping our nation inspired is an important part of our
company ethos. Google, Getty Images, Kids Co charity and
many more come in and keep extraordinary inspiration
flowing. We also have our very own training and career
development programme: Me, Myself & iris. It ensures
our people are getting the best support they need to
reach their career aspirations, through regular review
and objective settings, internal and external training,
mentoring and reward.
Our vision hasn’t changed since iris was founded:
to be the Agency of Choice for the best clients in
the world. And this means being the agency where
the best talent want to work.
So, we have an amazing graduate programme,
iris Potential. Designed to find the best up and
coming talent across a range of different departments.
With bespoke training, buddies and monthly lunches,
we make sure they have the stimulation they need
to flourish. For creative folk, we have an excellent
placement programme – Academy of Extraordinary.
Urgent Genius embraces the power of news-jacking
to create content for our clients. If it’s trending, we can
generate and execute ideas at the speed of culture.
What’s the best way to develop insightful global
ideas at speed? Follow the sun.
During Project 72, our creative development orbits
the globe three times as a single brief is hot-housed
in key regional agencies and passed on to the next
region as dusk falls. As a result a single brief can receive
72 hours of solid development, with nuanced insights
from Atlanta to Singapore baked into the final output.
WHERE IDEAS NEVER SLEEP
GIVE IT A GO
Lots of agencies say nice things about themselves. But if we’ve learnt
anything since we founded iris back in 1999 it’s this; what you do matters
far more than what you say.
So why not drop in and see us in action?
Thanks for having a little look at iris.
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