Neon marcomms Agency Credentials and Case Studies

1. An Integrated Agency with
Shopper Marketing Roots
Response from Neon Marcomms Ltd.
Take a closer look …

2. Meeting Client Needs
Neon is an integrated agency that creates big brand
solutions for clients across a range of business sectors.
Our team is drawn from different disciplines and prides
itself on incisive,intuitive thinking that highlights key
issues and helps to develop creative solutions that will
achieve results.
Teams are set up to match client needs and service your
business proactively, providing detailed reporting and
delivering on time and on budget.
We believe that in the
current climate all brands must
over deliver against their promise
to customers, and this applies to
agencies as much as everyone else.

3. Experience
We cut our teeth at the coal face, working closely with
Coca-Cola Enterprises’ customer marketing teams,
creating and executing campaigns to drive sales of soft
drinks across all trade channels: Grocery, Independent
Retail, Wholesale, Foodservice,Travel, Leisure,
Education, Vending and Public Sector.
This knowledge is used every time we evaluate a
creative solution, to ensure that it will work everywhere
that it is needed to. Actimel ‘Feel the Difference in 2
weeks - or claim your money back’ would be our most
successful pre-Neon campaign.
Speed of response, delivery against
deadlines and meticulous attention
to detail are built into the DNA of
the agency.

4. Key People
Julia has worked at Prior to setting up Nigel has 20 years Peter is a former MD Casey has a Eamon Is With over 10 years
Neon for 2 years, Neon Marcomms, experience in at Dynamo, Bezier, degree in responsible for all experience in the Design
managing a range Nick was MD at the marketing services. and Lowe’s OPEN. Arts Management monetary matters. and Luxury Industries,
of client accounts. Dynamo Group and a He currently runs As MD of OPEN he and has worked He leads a first Piers has delivered
She recently Director of the MCCA the Sanyo Xacti developed the In Live Events for class team quality, intuitive solutions
completed an MAA (now MAA). global account, agency Shopper 7 years. In 2008 who keep us in using traditional design
Course: Excellence He has headed up executing activity Marketing proposition She won an good financial skills, he is able to
In Account large accounts includ- across the UK, and worked on Award for the health translate his method into
Management ing; Coca-Cola, France, Canada, Unilever Ice cream, Best Public Event. engaging concepts that
LVMH, Lux, Strong- Hong Kong and S Electrolux and She oversees all ensure that the Client's
bow, Kotex, Magnum, Korea. Morrisons Neon’s live and corporate, brand and
HJHeinz, GSK, Experiential technical objectives are
L’Oreal, PRUK, and campaigns met and consistently
Sanyo exceeded
Julia Mullinger Nick Cunningham Nigel Baker Peter de Wesselow Casey Evans Eamon Campbell Piers Lucas
Account Manager Managing Director Client Services Director : Shopper Experiential Finance Director Creative Director

5. Services Provided
Planning & Creative
Neon is affiliated to Crown All services in-house,
Business Communications but specialist partners
£
who turnover ��8M Advertising Trade, provide PR (Sauce) and
Consumer & Media Planning &
Media Promotions
Buying (TCS)
Digital Channel Activation
On-Line Marketing
Promotional/Shopper
Live Media Planning Brand ID
Experiential & Buying Packaging Design

6. Brand ID / Packaging
“She’s got the money to follow the sun”
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Too Faced Lip Injection in
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plumper alone or over Bobby Brown all over Bronzing Gel SPF 15 Max Factor Masterpiece MAX Mascara Model Co Tan in a Can
other colours. Need an instant tan? This is terrific alone or
This is a must for when you
Nars Make-up Primer spf 20++ £12 Boots 400% more, as well as exceptional definition realise your legs are white as
use sparingly for a more natural appearance. £9.99 Boots.
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This Primer creates a protective base and a cushion for a more bronze and couldn’t be easier to
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natural looking foundation. I like to wait a few minutes before spray on. It is instant and flawless!
with stencils so there is no excuse, Bourjois Imperfection Shu Umuera Summer Prism Bronzer
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SEASON
52

7. Digital / Online Marketing

8. Advertising:Trade / Consumer

9. Live / Experiential

10. Channel Activation, Promotional

11. Online
A good proportion of Neon’s work is online. This
spans the following types of activity:
Website design and build from simple to complex
Online advertising: Google Ads, Banner
Floating Ads in 4 languages:
Advertising, Animated gifs, floating ads translated The presenter walks onto screen
into different languages
Social network marketing: recruiting key
influencers with large groups of online followers
and using them to build WOM and website traffic
Viral marketing, supported by seeding and
guaranteed views Viral: 64k views.
Charity single for ex-armed
forces personnel

12. Shopper Marketing
Many agencies have jumped on to the Shopper Marketing This allows us to maximise
bandwagon, but our team were advocates, as the
the oppor tunity for our
discipline first evolved.
client gaining as much cut
Peter de Wesselow and Nick Cunningham worked
through as possible in each
together on Coca-Cola Enterprises for 12 years growing environment.
the account from zero to over £ 3M. Other accounts
included Bud, Tesco, Danone, Hovis, Heinz, Unilever and
Sainsbury’s Active Kids.
As Director of Shopper Peter brings recent experience
gained as the architect of campaigns for P&G (Geneva),
Gillette, Ariel, Warburtons, ASDA, Boots, Argos and 20th
Century Fox.
He developed a range of proprietary tools at OPEN, that
allow Shopper behaviour to be understood, and the most
effective messages and mechanics to be selected.

13. Dedicated Team
Client teams are resourced to deliver the work that the account requires,
our independence and hunger mean that we are more flexible than many
of our competitors.
A creative champion will be allocated to the account for consistency and
active involvement in meetings
Ireland
For implementation in Ireland we work with our partner agency, a leading
field marketing agency based in Dublin. Neon will set up a project team in
their offices, as required.
International
Neon’s work for Sanyo Xacti spans HK, S Korea, France, Canada and the UK.
We have successfully run online, experiential and PR activity in these markets.
Contacts are maintained with member agencies from the former Dynamo
International network.

14. Case Study 1- Jameson Irish Whiskey
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The Promotion:
Created discover Jameson concept to create trial through a contemporary
brand experience which employed genuine Irish staff who delivered a
sociable, premium experience which was very well received by staff and
the On-Trade alike. Over 12 weeks, 28K samples were given out in
London’s quality/premium independent & managed retail outlets as well as
at the British Film institute and Film4 Summer Screen.
Neon provided key premium brand partnerships with Fever-Tree to ensure
that the sampling serves would have the best quality taste possible, as
well as introducing Geronimo Inns, a managed retail chain whose pub
offering has a strong affinity with the target audience.

15. Case Study 1- Jameson Irish Whiskey
Tailormade activity was produced for managed retail outlets including
O’Neills, Slug & Lettuce as well as outlet support packages for outlets to
publicise its event in advance.
Results
28K samples delivered over 14 weeks.
The activity’s success has encouraged growth into its second year with
activity being repeated in London and implemented in the Granada region.
In discover Jameson’s first year;
87% of target consumers rated the activity as excellent or very good.
88% claim they are more likely to consider Jameson in the future
Post-sampling on-trade consumption showed a + uplift from 19 to 28%.
A significant reduction in ‘rarely/never drink’ was down -36% suggesting
that Jameson in now part of repertoire.
“It is fair to say it is one of the most credible sampling
activities Cardinal has observed over recent years”
Cardinal Research

16. Case Study 2- Sanyo Xacti
The Brief:
Generate awareness and sales through word of
mouth on the internet.
Appeal to a broad target market across UK, France,
US, Canada, Hong Kong and South Korea.
Communicate that the camera is small and easy to
use, ideal to keep on you and capture high quality
footage of your passion in life.
Clearly demonstrate the cameras key selling points:
Dual function, Full HD, High speed,
MP4 format for fast upload, waterproof (phase 2)
Creative Platform:

17. Case Study 2- Sanyo Xacti Contd..
Mechanic:
Multi-functional website designed to host videos and allow for
viewers to vote for their favourites
Launch of site supported by Metro press promotion across 6
key countries
Viewers could win $10,000 as an incentive to participate, all
voters data captured
Key Influencers recruited from around the world to make
videos that demonstrated their passion and showed the
camera being used
Phase 2
Key influencers were invited to Jamaica to take part in activi-
ties that test out the camera and provide photogenic content.
The viewer prize is a luxury holiday in Jamaica
Gotta Xacti an’ I’m Luvvin’ it – reggae song recorded as theme
and viral video

18. Case Study 2- Sanyo Xacti
Why It Worked?
Online Marketing:
In order to build traffic to the site, the following activities were
used:
PR, Banner Ads,
Facebook Advertising, Advertising on Fox Networks,
Seeding, Blog infiltration,
Guaranteed views, SEM
Google Adwords, Twitter
Phase 1 Results: Phase 2 Results
18k votes cast 60k votes cast
400k Page views 400K Page Views
2M Video Views 4M Video Views

19. Case Study 3 – Coca-Cola Enterprises
We have included an overall case study that covers our work for Coca-Cola
Enterprises over 12 years, as this demonstrates a solid understanding of all
the environments in which soft drinks are sold. (However, we were tempted to
include the Actimel 2 Week Challenge, as an example of a challenger brand
growing to 70% market share!)
Our team worked on the CCE business across all trade channels: Grocery,
Independents, Bakery, Foodservice, Roadside, Leisure, Licensed, Wholesale,
Cash & Carry, Public Sector, Hotels, Education and vending.
Usually this involved annual input at channel planning stage to build a
promotional strategy around one of the global initiatives or sponsorship
properties: Christmas, Olympics, World Cup Football, Euro Football and Rugby
World Cup creating mechanics that were suitable each customer account.
Every individual activity had it’s own KPIs which fed into the overall objectives
of the campaign.
Whilst the sponsorship led activities focused on Coca-Cola, our work covered
the full CCE range, including water, kid’s and adult soft drinks.

20. Case Study 3 – Coca-Cola Enterprises
Activities included:
Licensed wholesale distribution drives – DM, Telesales and trade advertising
Perfect serve bar staff education and equipment care
Independent bakery distribution drives – DM + Trade advertising
Independent retailer range stocking incentives
Category management programmes
Shopper marketing campaigns across key grocery accounts
Trading Up mechanics
Rate of sale mechanics
Instant win via vending
Telesales incentives
On pack promotions
Neon is not currently working with CCE, so no conflict exists.