Delivering uninhibited thinking across differing marketing channels
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Initials - Welcome to the home of UNINHIBITED THINKING where smarter minds discover better ways to deliver extra-ordinary BRAND PLANNING and CREATIVE ACTIVATION
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Delivering uninhibited thinking across differing marketing channels
- 1. How we help brands deliver UNINHIBITED thinking across differing marketing disciplines October 2015
- 2. Thanks for taking the time to see a little of Initials. The next few slides gives you a little flavour of who we are and what we’re all about as a creative communications agency . Enjoy…
- 3. 2006BORN OF FRIENDSHIP NOT IDEALISM 45+ INDEPENDENT CREATIVE AGENCY WITH ACCESS TO EUROPEAN AND GLOBAL NETWORK 6PILLAR CLIENTS 7.2m2013/14 TURNOVER 27.16.18AWARDS ACROSS CLIENTS ACTIVATED IN COUNTRIES How we size up 5CENTRES OF EXCELLENCE 1BOTTOM LINE
- 7. The journey of an idea HEAD HandsHEART Only through understanding explicit insight about whose behaviour we need to change can an idea meet, or exceed the needs of the Brand, the Consumer and all interested parties Create a sense of richness that cannot help but engage, provoke intrigue at all interaction points and become more interesting and compelling the further the idea is pushed An idea is not an idea worth pursuing unless it can be delivered as we say it can, and has had the rigour of pre- testing and a method for measuring its effectiveness put in place
- 8. One essential ingredient Interrogation Scene setting Collaboration Culture Mining ConsumerTalk Pre-testing
- 9. PLANNING & STRATEGY Brand Campaign Technology Social ACTIVATION AppDevelopment BrandAdvocacy CategoryDevelopment CommunityManagement CustomerJourneyPlanning Design&Branding eDM Events Exhibitions&Conferences In-StorePOS MarketingToolkits On&OfflineAdvertising PartnershipMarketing PromotionalMarketing RetailerSpecificActivation SponsorshipExploitation WebDesign&Development VideoContentProduction AUTOMOTIVE BROADCAST HOME, LEISURE & TECHNOLOGY FMCG & ALCOHOL PROPERTY, RETAIL & TRAVEL
- 10. Our most famous ideas A Dulux App that turned the world inside out Getting Peugeot to No.1 in the UK charts and over 10 million YouTube hits Helping JS donate £150 million (and counting) worth of sports and cooking equipment to schools Convincing Tour de France officials to escort a peloton of Dave cyclists down the finishing stretch #tourdewhere Helping a giant panda and Oscar winning Hollywood superstar perform live for the first time in the UK, backed by a supermarket and 16 brands A Quorn cookbook that went to No.1 in the Amazon charts Putting a 55-ton Naked Juice surf machine in the middle of the City Helping Britain socialise through Monty Python’s last hurrah, getting timeless comedy #trending A Doritos advergame that resulted in 55 individual Facebook communities Persuading Beyonce to sing for Trident gum
- 12. NEW FIAT 500 LAUNCH Developing a launch programme to excite and entertain trade and lifestyle media and act as a springboard for social media content, dealer activity and consumer press
- 19. VIDEO CONTENT
- 22. HOW WE MADE IT ALL HAPPEN Once we landed the strategy and idea, we worked closely with Fiat rostered agencies, or brought in specialists to create a bespoke integrated team. ATL Social Media and Fiat Website Entertainment PR PR Set-build, Staging and Logistics Film Production Artist Management Partnerships in Music
- 23. Helping consumers decide the Nation’s favourite flavour DO US A FLAVOUR
- 25. Creating the ‘most successful’ promotional campaign to celebrate Cadbury’s sponsorship of the Olympics UNWRAP GOLD
- 27. ACTIVE KIDS Creating organisation and consumer communications to encourage engagement with the collection scheme – helping to get kids to lead healthier, more active lives
- 29. Linking with one of the world’s biggest Diva’s to help Trident chew over more sales BEYONCE UNWRAPPED
- 31. Driving customer acquisition for a new product with a digital and social only communications campaign BEDROOM IN A BOX
- 33. Breaking down the barriers to being more creative outdoors OUTSPIRATION
- 35. MALE GROOMING Creating global shopper toolkits with messages tailored to shopping needs
- 38. 208 Launch Helping a French car get to No.1 in the UK charts
- 40. Helping holiday-makers take a leap into the unknown Global Toolkits
- 48. THE BEGINNING... There’s a lot more where this came from, but that’s enough about us for now - we’d like to talk about you... Initials Marketing • 4th Floor, 7 Swallow Place, London W1B 2AG • worldofinitials.co.uk • +44(0)20 7747 7400 { As we like to think of it } Jamie Matthews CEO jm@initialsmarketing.co.uk
Editor's Notes
- A few numbers. We’ve been around since 2006, founded out of a sense of likeminded friendship and practical ability to develop great work together. Importantly there is no contrived idealism at the heart of the business. We don’t look to do things in a radical new way or to a different end. Instead our offering is based on the chemistry of thought and ideas that comes from employing an untypical blend of talents and experience. There are 45 of us split across the disciplines and departments you’d expect, but without the restricting boundaries that limit how so many agencies work day to day. 5 Centres of Excellence – one bottom line We have 6 pillar clients and over 15 in total - so we’re not reliant on any one particular client who in turn could direct how we operate and take an unhealthy role in dictating our culture. Our turnover is healthy and growing driven by the on going success of our campaigns. We’ve won 27 industry awards, the majority coming in the last 4 years.
- Our work is focused on brand activation and developing promotional brand ideas and campaigns always informed and shaped by our own pragmatic planning process. And when it comes to channels, naturally we operate across the complete mix ensuring the right message connects via the right touchpoint - be that social, in store, through brand events or in the wider digital realm.
- It’s our ideas that set us apart. Ideas that are a direct product of unique and carefully managed culture. We’ve brought together an eclectic group of people under one roof. A heady mix of youthful vigour and seasoned experience. The magic comes in creating a group who don’t just work effectively together but push, challenge and direct each other - collectively taking the thinking to new and exciting places, each adding a different flavor or perspective to our creative output. We’ve developed a few beliefs that make help guide and nourish this process: We believe in instinct and intuition fed by specialised knowledge and sometimes wild enthusiasm and optimism - we then use collective experience to shape and direct raw new thinking. We breed and foster curiosity – we send people off once a month to find out about events and ideas that excite them and them invite them to share what they’ve learned and use it in their work. Bravery with rigour – We’ll take chances and challenge but at the same time always question and test our work to make sure it’s right – and it delivers.
- What sets us apart is our ability to channel a unique collection of personal attributes to deliver more inventive, ambitious and creative brand campaigns. Allowing us to go where other agencies can’t. We call this Uninhibited Thinking - and it’s at the heart of what we offer all our clients.
- Only through understanding explicit insight about whose behaviour we need to change can an idea meet, or exceed the needs of the Brand, the Consumer and all interested parties. Create a sense of richness that cannot help but engage, provoke intrigue at all interaction points and become more interesting and compelling the further the idea is pushed. An idea is not an idea worth pursuing unless it can be delivered as we say it can, and has had the rigour of pre-testing and a method for measuring its effectiveness put in place.
- One simple maxim that makes everything we do possible - ROOM TO PLAY We only (like to) work with clients who allow us to question and evolve creative thinking. Who give us permission to explore, test and refine. Partnering with us to get the best work by providing the right information, energy and space for the right work to take seed and grow. Room to play isn’t solely about time - it’s equally about attitude. We know our best work is born from this freedom to go wide and think big. To deliver on our promise of uninhibited thinking - we need room to play.
- We settled on the medium of music as a means to focus an activity around and give us a platform to talk about the car being ‘Reloaded’ with new features. We came up with the idea of a current/about to be big star REMASTERING an iconic track. The idea was for the artist to perform the track live, with the car, to a specially invited audience of Celebrity VIP’s, Trade and Lifestyle press and Fiat VIPs
- This gave us a strong iconic image to base all our execution on.
- Crucial to the activity was finding a way to integrate the car in to the performance with the artist. We found a way for the car, placed on a giant vinyl stage, to trigger elements of the track using sensors built in to the floor of the stage and the underside of the car.
- On the day Ella Eyre, the chosen artist, played the track we had commissioned her to sing from the centre of the vinyl stage, then she moved to a second more conventional stage to play three tracks from her new album with her band.
- During the day the motoring journalists were briefed on the new car on a lunch-trip up the Thames on a boat. They were met by a fleet of 30 cars at Putney, taking off for a 2-hour test-drive, before returning to the performance venue – Potters Fields Park, in the shadow of London Bridge - for the unique performance.
- The song that Ella Eyre performed was also used in the new Fiat 500 TV advertising, timed to launch the day after the event.
- Four main pieces of filmed content were produced. A teaser video that aired 10 days before the Live event. A 35 second Taster video that aired at 9am the morning after the show – offered as an exclusive to one media partner first. A 3-minute ‘Making Of’ video with the Artist talking about the experience A video featuring the full Ella Eyre performance – aired exclusively on the Fiat YouTube channel
- A tactical press ad came out in a National Quality to drive people to the YouTube channel and connect up the activity with the Artist
- The AFTERGLOW – We arranged for Ella to have a car for a year which she has agreed to regularly comment about in Social Media
- Working as an integrated team. One of the things the client really appreciated was having a single point of contact agency to deal with, rather than having to manage 8 different agencies.