Caste studies for ad age award v2

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Caste studies for ad age award v2

  1. 1.
  2. 2. Agency Background.<br />LONDON is a new type of global agency with one office in London staffed by 8 full time employees and working with a virtual network of talent in 151 countries.<br />Established 3rd November 2008.<br />Top three clients are Mandarin Oriental Hotel Group, Alliance Boots and Wedgwood.<br />The agency founders are Michael Moszynski (CEO) and Alan Jarvie (Creative Director) who have worked together for 18 years, previously for the Saatchi brothers for whom they set up offices in Hong Kong, New York, London and Middle East.<br />
  3. 3. Agency Background.<br />Michael and Alan left senior, comfortable positions at the most famous brand name in the business two weeks after the collapse of Lehman Brothers. They took no staff or clients from M&C Saatchi and had no confirmed clients or revenue on day one.<br />Despite the challenging economic climate they were able to secure clients on every continent in their first three months of operations and in 2010 delivered an impressive 25% net profit margin.<br />
  4. 4. Thought Leadership.<br />LONDON has created a new way of working, via the internet, to replace the expensive an cumbersome 'bricks and mortar' traditional network agency model.<br />http://adage.com/article/global-news/a-cheaper-agency-pricing-model/135798/<br />At the heart of its new model is Textappeal, a virtual network of over 1,000 strategic planners and copywriters across the globe. This, combined with a powerful online Campaign Management System, means LONDON can create, produce and supply any type of communication, in any medium, in any language to any country in the world. <br />
  5. 5.
  6. 6. Thought Leadership.<br />To demonstrate the model in action LONDON initiated a review with its global talent network of best practice of how companies globally were adjusting their marketing to survive and thrive during the recession. Not only did this result in a major article in Ad Age:<br />http://adage.com/article/global-news/marketing-world-s-advertisers-cope-recession/137439/<br />It was also picked up in media from Russia to India, as well as the likes of the New York Times and CNBC who ran a three minute feature on LONDON that aired globally.<br />The ultimate irony was lost on the top 10 traditional agency networks, who despite having offices across the globe all personally emailed Michael Moszynski to request a copy of the report.<br />
  7. 7.
  8. 8. Thought Leadership.<br />Since opening its doors in November 2008, LONDON has secured clients on every continent, including Mandarin Oriental Hotel Group (Hong Kong), Alliance Boots (UK), Majid Al Futtaim (Middle East), Equitorial Trust Bank (Africa), Wedgwood, South Australia Government (Australia), St Giles Hotel Group (Malaysia), bmi airline (UK), Nolet's Distillery (Holland) and Fox International (USA).<br />The agency's pitch winning idea for Fox International to support the biggest TV launch in history ran in 120 markets and 33 languages. LONDON successfully pitched against agencies in the USA, South America, South Africa and Europe, as well as 20 client creative teams across the globe, to win the assignment.<br />
  9. 9. Four creative campaigns for International Small Agency Awards<br />
  10. 10. 1. Alliance Boots – launching No7 brand in Finland.<br />
  11. 11. Business Results.<br />Creative work 1<br />Alliance Boots is one of the UK largest companies with over 2,500 retail outlets. Recently bought out by KKR they have been charged to grow the business through international expansion.<br />LONDON pitched to develop a global idea to launch Boots No7 skincare brand anywhere in the world. <br />The Agency's first campaign has just launched in Finland and pioneered a new approach of questioning whether the product actually worked. The initial objective for the first two months of the campaign was to recruit 1,000 women who would be sent the product to test before it was available in the shops. The response to the first ad appearing smashed the target on the first day.<br />The first ad also achieved a remarkable 67% recall after one insertion, beating the benchmark scores for all other ads in Finland.<br />
  12. 12. Business Results.<br />Creative work 1<br />996 women who were sent the product have blogged on the brand's Facebook site generating 31,000 post views. In an extensive user study on Facebook 90% of women would recommend it to a friend and 47% had already done so.<br />Given Finland has a population of only 6 million you would need to multiply all these figures by 30 to get to US equivalents.<br />20 of the testers were invited to Helsinki to be photographed and filmed by Chris Kramer (from NYC) to take part in the launch campaign to tell the rest of Finland about the product and this campaign has just broken.<br />As the product only went on sale at the end of March we do not have any sales data at this stage but indications so far are proving very positive.<br />
  13. 13. The challenge.<br />Create a single global campaign idea to launch No7as a standalone fmcg brand in new markets.<br />Test market the approach in Finland by overcoming a number of local challenges:<br /><ul><li>No existing anti-ageing category
  14. 14. Finnish women’s entrenched attitudes to ‘natural beauty’
  15. 15. Only 25% of the budget of L’Oreal or Lumene</li></li></ul><li>Straight-Line Thinking.<br />PRODUCT<br />The only anti-ageing product proven scientifically to work.<br />STRATEGY<br />Invite Finnish women to test it for themselves. <br />ONE BRILLIANT IDEA<br />It works.<br />
  16. 16. Recruitment ad.<br />
  17. 17. Recruitment ad.<br />
  18. 18. The ad after one appearance out-performed benchmark scores for all other ads in Finland.<br />
  19. 19. The ad directed women to visit the No7 website.<br />
  20. 20. Generating over 16,000 website visits from all over Finland.<br />
  21. 21. Broke the first two month’s target to recruit 1,000 testers on the first day.<br />
  22. 22. 1,500 women sent product and asked to blog about their experiences on Facebook. <br />
  23. 23. In the first month 964 women blogged on the sitegenerating over 31,000 Post Views. <br />
  24. 24. Testers were asked if they would like to take part in launch ad campaign and if so to submit a video on No7 YouTube channel.<br />
  25. 25. 20 women were invited to Helsinki to be photographed and filmed for the campaign.<br />
  26. 26. Press ad.<br />
  27. 27. Press ad.<br />
  28. 28. Press ad.<br />
  29. 29. Press ad.<br />
  30. 30. Press ad.<br />
  31. 31. Press ad.<br />
  32. 32. Press ad.<br />
  33. 33. Press ad.<br />
  34. 34. Press ad.<br />
  35. 35. Influencer blogs.<br />
  36. 36. Influencer blogs.<br />
  37. 37. Competitions.<br />
  38. 38. TV ads.<br />
  39. 39. Tip-on ad.<br />
  40. 40. Traditional media kick started the campaign.<br />
  41. 41. Highly cost-effective campaign.<br />Working with one of the leading beauty photographers from New York, shooting in the most expensive market in Europe, we were able to deliver for less than $250,000:<br />2 brand films<br />13 TV ads<br />19 press ads<br />(The average cost of one 30” TV ad in the UK is $700,000.)<br />
  42. 42. Results to-date.<br /><ul><li>First ad achieved 67% recall after one insertion
  43. 43. Brand awareness up 50% after Phase 1 (19% to 28%)
  44. 44. Active online community on Facebook
  45. 45. Test study of over 500 of our testers shows:
  46. 46. 7 out of 10 women actively considering buying
  47. 47. 8 out of 10 say “it works”
  48. 48. 9 out of 10 would recommend to a friend (38% already had)</li></li></ul><li>2. Mandarin Oriental.Fan campaign.<br />
  49. 49. Business Results.<br />Creative work 2<br />The Mandarin Oriental fan campaign was created to help transform what was a small Asian hotel group of only 7 properties into the world's leading luxury hotel brand.<br />The latest three 'fans' Harry Connick, Jnr. Helene Grimaud and Sa Ding Ding were shot in 2010 and helped the brand secure spontaneous ad recall of 58% across the US, UK and Hong Kong in the latest brand tracking research conducted by Synovate. According to Synovate this is the highest level of ad recall they have recorded for any client in any country, ever.<br />
  50. 50. Business Results.<br />Creative work 2<br />The campaign has helped Mandarin Oriental grow 500% since it launched and the group is now well on its way to achieve its long term objective of being widely seen as the best luxury hotel brand in the world.<br />http://adage.com/article/global-news/london-advertising-snags-mandarin-oriental-global-account/135552<br />
  51. 51.
  52. 52. Print.<br />
  53. 53. Print.<br />
  54. 54. Print.<br />
  55. 55. Results.<br />
  56. 56. Results.<br />58% ad recall: the highest ever recorded by Synovate.<br />
  57. 57. 3. Mandarin Oriental Tactical.Summer Breaks.<br />
  58. 58. Business Results.<br />Creative work 3<br />Mandarin Oriental Summer Breaks tactical campaign was designed to increase guest numbers during the recession but without compromising the brand values of the hotel. <br />The online element of the campaign delivered 621% ROI. <br />The core idea, as with all our work for the brand, leveraged Mandarin Oriental's iconic fan logo and was integrated across press, direct mail, EDM, trade marketing and website.<br />
  59. 59. Print.<br />
  60. 60. Online.<br />
  61. 61. DM.<br />
  62. 62. EDM.<br />
  63. 63. Results.<br />Summer Breaks delivered record 621% ROI.<br />
  64. 64. 4. Fox International<br />
  65. 65. Business Results.<br />Creative work 4<br />Fox International briefed us to launch The Walking Dead, a new TV series about Zombies but to target and audience who 'wouldn't be seen dead watching a Zombie show'. LONDON's solution was to focus on making the first air date an event in itself with the line "Stay in" tied to the first air date in each market.<br />The campaign ran in 120 markets in 33 languages making it the most global campaign in TV history.<br />http://adage.com/article/mediaworks/cable-tv-amc-s-walking-dead-invade-world/145850/<br />The show launched to 5.3 million viewers, which was the highest launch viewership for any series on any cable network.<br />
  66. 66.
  67. 67. Print.<br />
  68. 68. Different Languages.<br />
  69. 69. Outdoor.<br />
  70. 70. TV.<br />
  71. 71. Results<br />Delivered 5.3 million viewers which is the highest ratings for any premiere on any cable network in 2010.<br />

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