Designate is a full-service creative agency that offers a wide range of services including strategy, creative development, production, and delivery. They work across various marketing channels including online, offline, social media, mobile, TV, print, radio, and apps. Designate prides itself on great thinking, compelling strategy, engaging creative work, and impressive results for its clients.

1. We’re not just an advertising agency. We’re not just a digital agency...
CONTACT
Dean Harvey
t: +44 (0)1273 704040

2. Video
Audience Engagement
CONTACT
Dean Harvey
t: +44 (0)1273 704040

3. ABOUT US AGENCY BACKGROUND
We create audience engagement
We do this with great thinking; we listen, then we deliver compelling
insightful strategy, engaging creative and impressive results. Years
Experience
We understand that the right message needs to be seen by the right
person at the right time.
So we work across the board - online, offline, social media, mobile, Independently
TV, press, radio, apps - where your customers are, we are too. Owned
We’ve always been based in Brighton, a hotbed
of creativity and of digital innovation.
Our clients over the years have been diverse,
including LV=, P&O Ferries, Kuoni, British
Airways, Disney, Virgin Holidays, BUPA
International, Vanquis Bank and SEEBOARD.
Agency Introduction

4. OUR OFFERING OUR PERSONALITY PHILOSOPHY
Our skill-set is wide-ranging - strategy, creative Our team is as independently-minded as Designate We believe in developing meaningful and long
thinking, development, production and delivery. is as a company. lasting relationships, based on respect, trust
and transparency.
We have not just embraced the digital revolution, We are a truly integrated agency, which is reflected
but are constantly pushing the envelope wherever in the work we do, the people we employ and the Our case studies are proof of this. We have been
possible – and wherever our clients want to go. way we work. working with P&O Ferries for eight years and LV=
for six years now.
We are equally at home with one-off projects as Our staff have a wealth of experience in both on
we are with long-term campaign planning and and offline. We have never taken the view that offline is past its
management. sell-by-date. We observe consumers – and look for
We work with clients, not just for them. the most relevant, appropriate and impactful touch
Flexibility is part of the process at Designate. points where they can be influenced.
Today, that is as likely to be a TV ad as it is a MPU.
More pertinently, it is likely to be both working
together.
MOST RECENT AWARDS
Above all we believe in delivering results, as our
IPA Best Use of Social case studies will demonstrate.
Effectiveness Media 2012
Award 2012 Travolution Awards
Agency Introduction

5. LV=
Increasing car insurance
sales by 696%
With LV= we built a powerful brand through advertising even though
insurance is a low interest, low engagement market. This is a success
story of how single-minded advertising with a consistent and strong
idea at its core can deliver results that truly change a brand.
This case study will demonstrate the following key capabilities:
• Strategic rigour
• Creative excellence
• Brand launch and brand building success
• Driving sales through both online and offline channels
• Taking a challenger brand into the mainstream
LV= Case Study

6. THE CHALLENGE THE STRATEGY THE WORK
In 2006, Liverpool Victoria was a business in trouble, In 2007 the company re-branded to become LV=. We transformed the advertising into something
losing customers at a terrifying rate. But this was more than just a re-launch. It was contemporary, modern and appealing. We created
effectively creating a new brand from scratch. a new brand icon with the Big Green Heart and
They were the ninth biggest car insurer in the UK and We decided to tackle the considerable challenges we dramatically changed the strategy behind the
back-sliding. The bulk of the marketing budget was facing LV= head on: media mix.
spent on lacklustre direct mail campaigns and the TV • Car insurance is a grudge purchase and seen as dull
advertising was sporadic, dull, uninspired and totally • We were heavily outspent by the competition We lead with TV to build the brand utilising both
ineffective. The staid Liverpool Victoria brand had so • There are no durable USPs that the competition DRTV and primetime spots. Over the course of the
little positive personality and so little brand equity will not copy sooner or later campaign we have created a consistent look, feel and
that there was virtually nothing to salvage. • Whilst competitively priced, we would never tone of voice that has been used in all the ads, helped
be the cheapest again by the use of the track ‘Have Love Will Travel’
The plan for LV= was staggeringly ambitious. To more • We had a very broad target market to appeal to as a soundtrack.
than quadruple the size of the business and become a
top five insurer within five years whilst increasing We went for hearts and minds, developing an The TV has been supported by heavy use of posters,
profits year-on-year. emotionally-led campaign to create cut-through, press, DM and banners to further reinforce key price
consideration and demand. and benefit messaging.
Compared to their big competitors the budget was
tiny, so the campaign had to punch above its weight We harnessed the key new brand logo asset and
in a noisy market place and in order to increase created an association with Love.
profitability we could only grow the advertising
budget as we grew the business. From this came powerful brand proposition:
‘We look after what you love’
and crucially, we applied the Big Green Heart
consistently across the entire insurance portfolio.
LV= Case Study

7. THE WORK
Press, Outdoor, DM
VIEW AD ON VIMEO
https://vimeo.com/59584821
TV Digital
LV= Case Study

8. RESULTS CAMPAIGN STATS
The impact and results of the LV= re-launch in 2007 have been
spectacular and far-reaching. Every single target has been achieved Annual sales
and many were substantially exceeded: up by 696%
• LV= reached number three in the market by 2010 - a year ahead 2006 - 2011
of plan
• Market share increased from 2.5% share in 2006 to 9.8%
476%
• Between 2006 and 2011 annual sales grew by a staggering 696%
• Current customers increased by 476%
• Marketing efficiencies improved dramatically with acquisition
costs falling by 77% Increase in
• LV= employed an additional 1,300 people to handle the growth.
• Profits for the General Insurance division rose in the same period
customers
from £39.5m to £72.2m
And with the url featured prominently in the TV ads, the number of
customers driven online has dramatically increased to around 60%
Profits up
of sales coming through LV.com £39.5m to £72.2m
General Insurance division
Such is the success of this story, that it won Designate a prestigious
IPA Effectiveness Award in 2012.
Award winning
IPA Effectiveness Award 2012
LV= Case Study

9. P&O FERRIES
From people carrier
to premium brand
P&O Ferries is one of the most identifiable brands in the country.
They have a genuine position of difference in the cut-throat cross-Channel
travel market, combining real value and a positive onboard experience
with premium service values. As brand leader, they’ve been raising the
bar in ferry travel for years.
This case study will demonstrate the following key capabilities:
• Fully integrated advertising
• Driving sales through both online and offline channels
• Working in a fast moving, highly competitive sector
• Balancing brand positioning and ‘business as usual’ activity
P&O Ferries Case Study

10. THE OPPORTUNITY THE STRATEGY THE WORK
In 2010 P&O Ferries invested €360 million in two new This was about reinforcing P&O’s competitive point A fully integrated campaign rolled out both on
ferries for the Dover-Calais route. They would be the of difference: travel should be a positive, enjoyable and offline, led by a TV ad featuring the new ship,
biggest and best on The Channel, a cross between a experience - the start of your holiday, not something Spirit of Britain, a retro flavoured voiceover to
cruise ship and a premium retail experience offering to be endured, like air travel. remind customers of the company’s heritage
outstanding onboard facilities, dining and bar options, and a classical music soundtrack.
space and comfort, and good value pricing. This informed our strategic thinking and provided
P&O Ferries’ premium positioning would be ‘the the insight for our hard-hitting campaign. Online, customers were targeted and engaged with
British Airways to the competition’s EasyJet’. The line we developed was simple: email activity, banners, Facebook promotions and
‘Expect More’ social campaigns.
This was intended to be a clarion call to demand The campaign also had to be responsive. It’s a fast
more of an experience than just a simple A-B sailing. moving market and tactically we had to deal with a
A call that only P&O Ferries could answer with their variety of situations such as competitor price offers
new ships, backed up by an established customer and bankruptcies as well as volcanic ash clouds.
service, added value ethic.
P&O Ferries Case Study

11. THE WORK
VIEW AD ON VIMEO
https://vimeo.com/61001398
TV Press, DM, Outdoor, Digital
P&O Ferries Case Study

12. RESULTS CAMPAIGN STATS
+36%
Brand tracking revealed that P&O Ferries had strengthened their market-leading
position against a range of key metrics, topping the competitive chart for:
• ‘Meets your needs’ – more than twice the nearest ferry competitor, and
better than Eurotunnel and Eurostar
• ‘More efficient’– top of the ferry sector, and on a par with British Airways
Consideration to
• ‘Pleasurable travel experience’ – top of all cross Channel travel providers,
including air
use P&O Ferries
• ‘Stress-free travel experience’ – top again
And crucially...
• ‘Making the journey an enjoyable part of the holiday’ – top of all
travel providers.
200,000
Extra passengers
travelled in 2011
And by the way, the campaign also delivered the small matter of an extra
200,000 passengers in 2011.
12.3% market
share growth
(and in a depressed market)
P&O Ferries Case Study

13. KUONI
Moving a brand closer
to its customers
Kuoni don’t do ordinary holidays. They’ve been voted World’s
Leading Travel Operator 12 times in a row now.
That’s because they recognise that you’re unique. They have real
discussions with their customers and create memorable holidays
by finding out what they really desire, and what would make the
holiday special for them. For Kuoni, every holiday should be a
truly special occasion.
This case study will demonstrate the following key capabilities:
• Customer proposition and brand repositioning
• Creative excellence
• fully integrated campaign development, including retail
• driving sales through both online and offline channels
Kuoni Case Study

14. THE BRIEF THE STRATEGY THE WORK
Being known for premium holiday packages and Harness a brand truth and create real differentiation The campaign that ran in 2012 was all about personal
being associated with far-flung and exotic destinations through all of Kuoni’s marketing communications. customer requests. The ‘Requested by You, Crafted
was not enough. Perceptions of being expensive, by Kuoni’ campaign could be found on outdoor
rather than added value, was also limiting Kuoni’s We identified that listening to customers and posters, press ads, radio, online banners, point of
market opportunity. providing expert advice and holidays lies at the sale in retail outlets and indeed everywhere they
heart of the Kuoni operation, be it on the telephone, could engage people.
In a highly competitive and often undifferentiated online or in person in their growing estate of high
market, Kuoni needed a game changer. street shops. In 2013, we evolved the campaign to focus on special
occasions such as birthdays and anniversaries and
They needed to communicate that they take holidays This was the opportunity to spark these same real, put Kuoni on UK TV for the very first time.
very seriously, and that the personal, special touch personalised conversations with a wider audience.
really does come as standard with them.
From that we created a distinctive, ownable
campaign strapline to reflect the individual quality
of their attentive service:
‘Requested by You, Crafted by Kuoni’
Kuoni Case Study

15. THE WORK
VIEW AD ON VIMEO
http://vimeo.com/56013536
TV Press, POS, DM and Digital
Kuoni Case Study

16. RESULTS CAMPAIGN STATS
+35%
The new positioning and strapline weren’t just bought into by
staff, but by existing and new customers too.
With the launch of the new campaign, Kuoni’s high street shops
had big increases in footfall whilst their call centre experienced
Website traffic
considerably larger call volumes.
+54%
The TV launched on Boxing Day, resulting in a significant uplift
in brand searches online, especially when compared to Virgin
Holidays who were flat for the same period.
35% increase in number of website visits
Increase in
quotes requested
Special occasions pageviews: honeymoons +190%, safaris +265%,
weddings +108%
54% increase in number of quotes made
Kuoni Case Study

17. Virgin Holidays
DM & Brochureware
Virgin Holidays

18. Vanquis Bank
Digital work & Back office
Vanquis Bank

19. Manchester Airport
ECRM, Online Magazine, Loyalty
Virgin Holidays

20. We’re not just an advertising agency. We’re not just a digital agency...
CONTACT
Dean Harvey
t: +44 (0)1273 704040