UEFA Together #WePlayStrong
This is UEFA’s first ever pan-European creative campaign for women’s football.
Together #WePlayStrong, is designed to transform the image of women’s football across Europe and to encourage more teenage girls, aged between 13 to 17, to take up and keep playing football. UEFA, with support from its 55 National Associations, is aiming to make football the number one played sport for women across Europe within 5 years.
Tackling misperceptions about the women’s game head on, the whole campaign has been designed from the girls up, not the UEFA brand down.
The creative concept was backed up by academic research commissioned by UEFA from the University of Birmingham. The largest study of its kind investigated the psychological, physical and emotional benefits for girls playing football.
The research demonstrates that playing football can significantly boost confidence, happiness, and self-image, helping young girls to make friends and learn vital life skills.
After less than 1 month and with very little media weight there are over 15,000,000 views and we have exceeded our target of girls signing up to find their local club by 45%.
IMPACT
Website clicks: 60K
Social page followers: 14K
Campaign mentions: 6,136
Launch film video views: 21M
Paid media impressions: 87M
Video shares: 5,368
FB reach since platform launch: 9.1M
TW reach since platform launch: 5.2M
VIM ‘PRISON VISITOR’
Loved by mums wherever this ran, this is an example of a true insight and superb client being behind an idea.
After seeing numerous commercials over the years about happy women cleaning, we thought it was time for a drastic change in the category. During the process we came to realize one thing: Cleaning sucks. It's like you're a prisoner in your own house.
We used this insight to our advantage and as it turns out, consumers were buying it, both emotionally and literally.
Sales of Vim cream hit high double digits when the spot aired and this was achieved without the aid of any other marketing initiatives."
And who doesn’t want to spend less time cleaning?
Turns our men liked this as much as women.
IMPACT
Gold Cannes Lion
Gold Clio
Gold ADC
D&AD Pencil
One Show pencil
Best of Show
Marketing Awards
THE HOUSE OF PERONI
Trendsetters. You see them out and about all over London. Trouble is, the only place you don’t see them is at home. Consuming conventional advertising. They are too savvy to be sold to which was a profound problem for Peroni Nastro Azzurro. The brand needs trendsetter patronage to safeguard its position as the UK’s no.1 premium lager. So we set about on an ambitious endeavour to create a new media channel.
We built a house and in turn created a global idea, beyond advertising, for a unique experience that Peroni could call its own.
SOCIAL IMPACT
400k facebook fans added.
3,000 earned twitter mentions.
30M twitter impressions.
2,500 earned instagram posts.
400k website visits.
1,300,000 total social reach.
MEDIA IMPACT
£16M earned in media coverage annually.
20,000+ pieces of earned PR coverage with over 5 billion impressions in premium lifestyle publications.
600+ influencers through the house.
BUSINESS IMPACT
50,000 trendsetter & urbanite guests have visited the house.
1,600,000 website visits since April 2015.
9% uplift in sales.
ASOS MARKETPLACE WEBSITE
The idea. To create the world's first fashion democracy where: Anyone who loves fashion, anywhere in the world, can sell fashion items to anyone who loves fashion, anywhere in the world. And we did it in 6 months.
We wanted to turn the fashion status quo upside down. Instead of the fashion elite dictating to the masses, ASOS Marketplace returns fashion to the people. Whether you’re big or small, individual or a collective – anyone, anywhere in the world, can buy and sell fashion on ASOS Marketplace. The people define the fashion, not the fashion elite.
ASOS Marketplace opens a worldwide wardrobe, where independent designers and fashion recyclers can create and customise virtual stores. With help from clear style guides they can market themselves in a way that reflects the quality of their products, with the panache of the industry. ASOS Marketplace is more that just a shop, it’s a democratic destination for a shared, global passion for fashion. With one platform we’ve harnessed the world’s untapped design talent; built a global runway; and created a new business model to bring ASOS closer to being the future of fashion.
We also had to design a best in class user experience: one that aligns with their natural journey's; pages that make the product engaging & emotionally appealing & that are clean & highly intuitive.
This had to sit on an enterprise scale technology platform that aligned with ASOS' strategic technology roadmap. By using an agile product development methodology integrated with a Continuous Delivery process we provide the business with the true flexibility they need to drive the business forward.
IMPACT
Millions of unique visitors per month and growing.
Millions of page views per month and growing.
ASOS Marketplace is a top 20 website on the Hitwise Fashion list.
All without any spending on advertising.
600+ boutiques have been created on the site with thousands of new designers and individual sellers interacting with buyers across the globe.
120,000 products available.
All of which organically NOW connects ASOS to new target audiences, new geographies and new fashion trends.
AWARDS
Best Website, 2011 Revolution Awards
Best in Retail, 2011 Revolution Awards
Silver, Fashion & Beauty, 2011
Best Community, 2011 BIMA
Gold, Lifestyle Tablet, 2011 Lovie Awards
Fashion/E-commerce, ASOS Marketplace, 2011 Webby
UEFA Together #WePlayStrong
Tackling misperceptions about the women’s game head on, the whole campaign has been designed from the girl up, not the UEFA brand down. It allows for maximum creativity so girls can co-create the new visual language of football by adding their own touches and making it 'for them'. It is completely in keeping with all the social platforms the girls spend their time with.
And we have provided a whole range of stickers, giphys, and an emoji keyboard, for them to use.
The campaign also needed to be designed for UEFA’s 55 National Associations and so we designed a system so all could participate and share content for individual counrtry needs but with a consistent look and feel.
IMPACT
Website clicks: 50,843
Social page followers: 13,582
Campaign mentions: 6,136
Launch film video views: 14,592,273
Paid media impressions: 61,375,395
Video shares: 5,368
FB reach since platform launch: 9.1M
TW reach since platform launch: 5.2M
IKEA ‘IT’S NOT A MISTAKE’
I dont think any of us quite realised just how universal this was until we finished this ad.
And once it ran in Canada, it also ran in the US, Turkey, Switzerland, France, Poland, Russia, Australia and a handful of others. And it wasnt just the insight that worked. Sales went up every single time it aired.
So it was still running in 2017, even though it was created in 2005
and gained ‘iconic’ status by getting into the TIFF Hall Of Fame.
Just goes to show, always try on EVERY brief. A sale ad can be as powerful as anything else.
IMPACT
TIFF Hall of Fame AD.
Ran for 12 years, in 12 different countries.
And French and Turkish versions.
THE HOUSE OF PERONI
Trendsetters. You see them out and about all over London. Trouble is, the only thing you don’t see doing is consuming conventional advertising.
So along with the bi-annual month long houses which were unique Peroni experiences, we built cost-effective content for them every single day.
Whether it be a recipe, a new Peroni cocktail, a photo shoot, a film or simply an interview; anyone could access Italian style almost every day of the year.
50,000 copies distributed at The House residencies, outlets and partner events.
300 artists featured.
156 interviews and photo shoots.
SOCIAL IMPACT
400k facebook fans added.
3,000 earned twitter mentions.
30M twitter impressions.
2,500 earned instagram posts.
400k website visits.
1,300,000 total social reach.
MEDIA IMPACT
£16M earned in media coverage annually.
20,000+ pieces of earned PR coverage with over 5 billion impressions in premium lifestyle publications.
600+ influencers through the house.
BUSINESS IMPACT
50,000 trendsetter & urbanite guests have visited the house.
1,600,000 website visits since April 2015.
9% uplift in sales
UEFA Together #WePlayStrong
Perceptions of girls’ football is that it’s for tomboys and dykes, usually depicted with very traditional shots of play on the pitch.
So our content was full of cool girls, with style and energy. Play before and after, as well as on the pitch.
All kinds of girls were shown playing in all kinds of places. Each piece of content tackling a perception head on to keep the girls interested and the campaign fresh.
All in all we created 2o content films, a bank of 1000 photographs, 85 illustrations sticker and emojis and 40 gifs.
Enough content for a year, all ready to go. And designed so anyone can use it.
IMPACT
Website clicks: 50,843
Social page followers: 13,582
Campaign mentions: 6,136
Launch film video views: 14,592,273
Paid media impressions: 61,375,395
Video shares: 5,368
FB reach since platform launch: 9.1M
TW reach since platform launch: 5.2M
IKEA 'PERSAIN RUG'
This was part of our IKEA ‘Fits’ campaign. And sometimes it’s best to keep it simple and just add a dose of humour.
As a man is down on one knee proposing to his girlfriend a car drives by with a rug sticking out the window. The rug hits his girlfriend and the driver obliviously continues on causing chaos because of the rug.
If only he knew that Ikea has delivery.
Breast Cancer Society of Canada
‘Cam’s Breast Exam’
We were asked to come up with a way to convince young women to perform their own regular breast examination, as all breast cancer advertising at the time spoke to women over 50. We wanted to avoid scare tactics, choosing instead to use humour to reinforce self-testing as a ‘normal’ task that everyone does.
It is a fact that 73% of breast cancers are first noticed by a woman’s partner. However we wanted to encourage youg girls to take control and not rely on a guy to do it, hence the idea.
The 1-866 toll-free number actually existed, was featured in the advertisement and was answered by a message from Cam who offered free shower cards with self-testing instructions to callers.
The next day after it ran it got National press and brilliant coverage for an organisation that was trying to do the right thing on very little money.
It even inspired the client to start a new kind of charity about breast cancer, the highly successful Rethink. It is geared towards young women and talks about breast cancer in a fresh modern way to this day.
IMPACT
National media coverage
Gold New York Art Directors Show
Funniest spot of the year by Adcritic.com.
Distinction at the International Andy Awards
Shortlist at Cannes
IKEA ‘Spot the IKEA’ CAMPAIGN
Once people got past the age of 30 they stopped seeing IKEA as their only option for furniture. As they increased their salary, they also increased their desire for more expensive furniture.
Though this is quite natural, we wanted to remind customers that good design doesnt have to be expensive. We also wanted to remind them that a home doesnt have to be designed in top to toe IKEA and that there were many IKEA pieces that could still fit into their evolving home decor.
So this magazine campaign changes the perception that their furniture has no place in a mature, tasteful home. And we gamified it just to prove they couldn’t always tell what was IKEA and what wasn’t.
As part of this campaign I came up with the creative envelope that led to a 10 year campaign for IKEA radio using Jonas, an LA based Swedish VO. He became better known in Canada than Sweden. And also helped us do 100’s of sales driving radio ads, and a few awards like Gold in Cannes.
IMPACT
Gold at Cannes
Gold at The Cassies
Applied Arts Annual
Bronze, Marketing Awards
Leurzer’s Archives
Communication Arts Annual
MINI WORLD RECORD
We were asked to pre-launch the new MINI Countryman, the first ever four-door MINI, to gain maximum awareness and sales leads - before the car was even available or the launch advertising had aired.
We had to communicate this was the biggest MINI ever, whilst reassuring it was still a MINI. So we answered the classic question: "how many people can you fit into a MINI?" Digitally?
We used digital technology to create a MINI World Record. In doing so we created an idea that was pure MINI whilst also demonstrating the Countryman's record size. We held this world record attempt in high footfall shopping malls across eight major UK cities, where we installed a life-size fiberglass replica of the Countryman; with state of the art digital projection technology inside. We inspired participation by making it as easy as people putting their face against a pane of glass and instantly projecting their image inside the car, as if they were squeezed inside.
They were then able to share that footage on their own Facebook page, ongoing record attempts were updated live at MINI.co.uk and on the car's branded Facebook page.
All of which enabled us to capture data and connect these leads to the dealers.
IMPACT
Over 1.4m people saw the installation
In just 8 days we earned 250k social media shares and mentions
We turned a walk by into an average engagement time of 7 minutes per person who participated
We digitally crammed over 10k into the MINI Countryman
10% of these shared on their own Facebook pages
We achieved a near perfect Nielsen Buzz score of +4.65 (+5 highest score).
We generated over 6k sales leads for the dealer network
Amazingly, the MINI Countryman sold out before the car had arrived in the UK or the launch advertising had even started
AWARDS
Grand Prix, 2010
Creative Showcase
Best Use 2011 Integrated, Bima
Gold 2011 Experiential, Market Week Engage
Grand Prix 2011 Internationalist Awards
Best in 2011 Creative, Bima
Gold 2011 Integrated Experience, The Lovie Awards
Best Use 2011 Outdoor & Installation, Bima
Finalist 2010 The One Show
VIRGIN HOLIDAYS '#TANUARY’ SALE
What do Virgin Holiday customers want most in winter? Basically, a tan and a bit of an adventure.
So whether it’s flying to Vegas to get hitched or getting those dreadlocks you’re always dreamed of; you can now experience it with Virgin Holidays. And even better, it’s on sale.
Understanding what customers were looking for during this crucial sales period for Virgin led us to this very simple and visual campaign that stood out in any publication we were in.
Even though it’s a sale, it’s having a good insight that most often will inspire.
And it certainly did.
We got the best results Virgin had in 5 years with this campaign Handily, getting them the key results to set the year off to a very happy and bronzed start.
TRANSPORT FOR LONDON
‘REPORT IT TO STOP IT'
There were 2 things stopping women from reporting unwanted sexual behaviour. One was not knowing when something was inappropriate, and not believing that anything would be done about it.
So we created an interactive video to tackle both.
TfL, the Metropolitan Police Service (MPS) and British Transport Police (BTP) launched the high profile 'Report It to Stop It' campaign in April 2014, encouraging people to report to the police any behaviour that is inappropriate.
IMPACT
The 'Report It to Stop It' campaign film has over 13 million views.
The interactive film shows a woman being leered at and then groped by a man. Each time he steps up his abusive behaviour, the viewer can choose whether they would report the incident. A voiceover then explains TfL’s zero-tolerance policy on unwanted sexual advances.
The number of reports rose by 31% in 2015/16 compared to the previous year, with 1,716 reports of sexual offences during the period resulting in more than 500 arrests.
Tfl considers this to be one of their most ground-breaking and successful programs.
TRANSPORT FOR LONDON #SHARETHEROAD
We challenged the current, overly aggressive, behaviour of different road users and asked if it’s necessary to get so angry so quickly. By seeing how angry others get, as an observer you realise how easy it is to behave that way.
The message completely resonated, as demonstrated by the tweets every time it airs. Tracking has told us 63% are going to think differently about their behaviour on the road as a result.
TfL considers this to be one of their most well targeted messages in terms of changing behaviour.
#SHARETHEROAD
TRANSPORT FOR LONDON
After a year at M&C Saatchi I was asked to help on the TfL business, as they had given us a mere 3/10. I immediately called Chris MacLeod, head of TFL and we arranged a breakfast. After a few cups of caffeine, I asked questions trying to get to the bottom of things and I said “Chris, if you could wave a magic wand, what would you like?” He replied, “Elspeth I just want to be Advertiser of the Year again. And I want to know the agency cares enough to help us get there.” As soon as I got back to the office I wrote an email to the relevant people expressing Chris’ ambition.
Alongside CEO Camilla Harrison, senior strategist Cressida O’Shea and
Business Director Ed Palmer, we worked our socks off. We listened more, engaged more in conversation, turned work around quickly. I made sure I presented every campaign that year. And week by week the relationship improved. The clients were amazing. They just needed to see a little more TLC for TFL.
By the end of the year, two things happened that made me proud. We went from a 3 out of 10 to an 7.8 out of 10. And TfL, thought they didn’t win ‘Advertiser of the Year,’ they did come runner up. A feat one would have thought impossible at the beginning of the year.
It was a great reminder that listening and care is one of the most important things we can do day in day out to make clients feel we are on their side. When they feel that, they trust the agency more and then it makes it that much easier to sell better work. I would call that a win win, and a great lesson to never forget.
Along with a couple of the films on my site, these are a few of the ideas that helped them with Advertiser of the Year. Some we did some, some they did, but overall a true team effort.
ATTENTION!
This ‘ad’ became a sell-out poster for TfL within 3 weeks. TfL encouraged a city of more than 8 million to make way for the world’s largest annual sporting event. In interviews after the event, nearly 2/3 of all Londoners felt they understood the impact the Tour De France would have, due to this campaign. We also made 101 bespoke Tour De France Barclay bikes to celebrate the occasion.
RUN FOR THE TUBE -
A PARTNERSHIP WITH NIKE
To help mark TfL’s 150th anniversary, TfL collaborated with Nike to turn the famous 1978 tube seat design into limited edition NIKE X Roundel trainers. They completely sold out in 1 day.
A BUS STOP MADE OF 100,000 BRICKS
TfL put the fun back into the daily commute by teaming up with the iconic children’s brand to make a fully functioning bus stop made entirely of Lego. “Many thousands of people pass along Regent Street each day,” Leon Daniels, Transport for London’s Managing Director of Surface Transport said, “we hope the new shelter will bring a smile to the face of even a hardened commuter.” The 4 week installation is part of TfL’s Year of the Bus.
#HOMESAFESELFIE
Where will your night end? At the crucial moment young women need to get home, we ask them to question where their night might end if they don’t book a licensed minicab. The print campaign shows the potential outcome using the ubiquitous selfie and the social allows travellers to show they did indeed get home safely. The likelihood of using an unlicensed minicab is now at an all-time low, more than halving since 2011.
IKEA FITS
IKEA was an established brand in Canada famous for furnishing for modern student rooms and first-time condos on a budget. But the country's aging population forces a necessary broadening of the brand's appeal. As a result, we developed a campaign delivering a strong value message while bolstering the brand's reputation for style and quality within an overarching brand campaign "IKEA Fits." The core message is relevance, expressed in different ways for different audiences. For the value-seeker: a powerful low-price message, championing surprisingly low prices on some of IKEA's most popular items and for the style and quality conscious: specific messages to debunk potential barriers and false assumptions.
Using ambient media and more traditional media to underscore IKEA's value by comparing low prices on basic home essentials to purchases like a lowly hot dog while using radio to drive traffic to in-store events. IKEA's brand awareness and image measures were raised, with particularly strong results against the country's older target, and most importantly, IKEA set a new sales record for Canada.
It’s hard to imagine a time where a brand like M&S didn’t have a full presence online. But when we met them, that was exactly the case. It was 2010 and they were treating the brand online like a down and dirty retailer, not like one of the beloved brands of the nation. We came up with a new approach and positioning, demonstrating how digital could enable the M&S brand promise online, and personalise it even further, turning ‘Your M&S’ into ‘My M&S’.
We helped them develop their presence on all paid, earned and owned channels; taking them from a “non-presence” to a unmissable online brand.
Concurrently, we embarked on specific campaigns. The first campaign we did engaged customers with “Lingerie for Every Body”. Aimed to show that M&S understands and supports women, and to convey that whatever a woman's size, and whatever her curves, M&S have the lingerie to suit them all. A combined media strategy of content partnerships and contextual and behaviourally targeted network buys created a truly meaningful experience for customers.
We also combined media, creative, UX and design to create a helpful and inviting digital journey to take the stress out of Christmas planning and shopping.
The M&S website hosted “Your Christmas Helper”, a set helpful tools, such as: Gift Genius (select the personality type for a personalised gift recommendation), Size Detective (input type of clothes you want to select as a gift and will find out the persons size via e-mail), Dinner Planner (select a 3 course meal and obtain a printable shopping list), Wine Picker (select meal and be presented with a suitable carousel of wine) and Last Minute League (male focused tool to help choose a present in the last minute dash before Christmas).
All this was supported by highly targeted rich media ads with imbedded helpful tools, integrated media partnerships, a Facebook app, a mobile campaign and a hard working direct response strategy that would drive customers to purchase online and in store.
Overall we achieved a high success rate for M&S per campaign as well as building their online and social presence. So what started off as down and dirty, got transformed to help M&S clean up online.
IMPACT
in 1 year
25 campaigns delivered, 2.3 billion impressions.
We doubled the click through rate, achieving over 2.15 million clicks.
We drove more engaged customers to M&S.COM helping increase on-site engagement time by 50%, generating over £30m revenue.
Christmas Campaign:
M&S considered it their most successful digital christmas campaign to date.
It generated over 250k orders with a order value of £13.5m.
53% reach into the M&S core audience (55+ women).
5% point uplift on food purchase in store and 12% across gifting and clothing.
NATWEST ‘NatYes’
‘THE HOUSE THAT BUILT JACK’
The Nat ‘Yes’ campaign is simple – the bank want to emphasise that they say YES to 9 out of 10 mortgage applications. So we created a brand new search term ‘natyes’ as the keyword for the entire campaign.
This has two main benefits from a marketing perspective: (1) it’s simple and easy to remember and (2) it’s a made up word and therefore not competitive to bid on for PPC or to start ranking in organic search.
Given the uncompetitive nature of this term we put it in the TV advert “Search NatYes” happy in the knowledge that this would drive customers to the relevant landing page.
We also produced a wide range of content with different customers could express what a ‘yes’ meant ot them and inspiring other to think about the difference in their lives.
IMPACT
NatYes led to 34,371 new mortgage applications over the May/June period when it ran - 56% higher than our target.
The campaign call to action ‘search NatYes/RBYes’ drove a 58% uplift in the number of mortgage website page views per week.
In total 1.087 million people visited the page during the period.
Tracking revealed not only that the target audience found the TV spot attention grabbing, but the spot was also cited as the 4th most recalled and 9th most liked ad in AdWatch Magazine.
Mesh Experience Tracking proved that our TV campaign outperformed competitor mortgage ads in terms of emotional engagement, positivity and purchase intent.
VIRGIN HOLIDAYS
SOCIAL POST SAME SEX MARRIAGE BILL / OH REACTION TO THREE NETWORK / ITV WEATHER IDENT PARTNERSHIP
We were ready.
Mere minutes after the same-sex marriage bill passed in the UK, we posted an image of two champagne glasses with lipstick marks clinking together in a celebratory toast. “Same sex marriage bill,” the caption read. “Passed. Time for a honeymoon.”
Of course, the success of this image depended upon our Virgin Holidays client knowing its audience well enough to realize that they were going to have more people celebrating the decision than railing against it.
This is how a modern brand reacts.
Another example is that Three had a #holidayspam campaign, which suggested that those on holiday should apologise for sending holiday snaps out via social channels.
So we turned around the campaign, ‘Dont be sorry’. And sported the hashtag #ShowOff, encouraging people not to hold back on celebrating. Instead we told them ‘You look delicious’.
We even did a partnership that felt like a real time reaction. We created a simple but effective weather idents partnership with ITV. Each reminding customers that in the moment, the weather was definitely better somewhere else, than here in the UK.
KELLOGG’S SPECIAL K ‘LOOK GOOD ON YOUR OWN TERMS’
This was the last campaign women expected from Special K. Especially since the previous campaign in the States has chastised them if they were able to ‘pinch more than an inch’. So that’s exactly why we did it.
It was time to move on from the stereotypes that still existed for women.
A spokesperson for Kellogg said the company decided to run the controversial campaign after holding focus group sessions with young women between the ages of 18 and 26. The test groups expressed dissatisfaction with the media making women feel that they were never thin enough. They wanted to see a more well-rounded approach to health with an emphasis on feeling good about one's weight.
The campaign gained national recognition, running in Canada and the United States. It was one of the first campaigns globally that gave women the right to question the status quo and make them feel empowered to do things ‘on their terms’.
IMPACT
2 bronze lions at Cannes
Gold and Silver Campaign at the Marketing Awards
Marketing Hall of Fame Ad
Commissioned for The House of Peroni, renowned British fashion photographer Miles Aldridge took inspiration from Italian director, Federico Fellini’s era defining film, 8 ½ to celebrate the opening.
Recaptured in colour just over 50 years later, Italian Vogue photographer Miles Aldridge was inspired by a scene from the 1963 Academy Award winning film, originally featuring actress Sandra Milo, who he has replaced by Italian model Lorena Manelli.
ASOS° provides a fashion forecast for the ASOS customer based on the local weather. Instead of looking out the window and trying to guess the appropriate outfit, fashionistas consult ASOS° and find the relevant, freshest and most inspirational suggestions of what to wear.
CORUS ENTERTAINMENT
SCREAM TV 'GET SCARED MORE OFTEN’
The perception is that Scream TV only offers slasher movies like Friday the 13th and Nightmare on Elm Street. The reality is Scream offers more intellectual mainstream movies like The 6th sense. We wanted people to know that these types of movies are on, and often. In order to get people to remember the message, we developed an approach that would give them a real-life thrill. Instead of buying billboard space, we rented a house in a high pedestrian-traffic area. Then we proceeded to direct thousands more to this house through viral videos, blogging and invading chat rooms as well as sending emails.
For three weeks in September, people witnessed something they had never seen before. In an old Victorian house window, they saw a ghost of a little girl. She would skip from window to window, braid her hair, run, look down, and perform a total of forty different actions. We used a holographic projector to illuminate her and within days, it was standing room only outside the house. Everyone wanted to catch a glimpse her.
It started out with ghost in a house, within days it seemed as though everyone had heard about it. People got then discussions arose about her. We took part in these discussions. We revealed it was for Scream Tv, live at the location, in a television spot, and online.
It cost just $5,000 to rent the house. What ensued was over 2.1 million hits on the internet, thousands of people showing up to the house, major national media coverage(i.e. The National Post), and an immediate subscription increase of 29%.
For three weeks in September, people in Toronto witnessed something they had never seen before. In an old Victorian house window, they saw a ghost of a little girl. She would skip from window to window, braid her hair, run, look down, and perform a total of forty different actions. We used a holographic projector to illuminate her and within days, it was standing room only outside the house. Everyone wanted to catch a glimpse her.
It started out with ghost in a house, within days it seemed as though everyone in Toronto had heard about it. People got then discussions arose about her. We took part in these discussions. We revealed it was for Scream Tv, live at the location, in a television spot, and online.
IMPACT
It cost just $5,000 CDN to rent the house. What ensued was over 2.1 million hits on the internet, thousands of people showing up to the house, major national media coverage(i.e. The National Post), and an immediate subscription increase of 29%.
Gold Cannes Lion, Media
Silver Cannes Lion, Media
Our mission was clear. Give a voice to the unwanted pets that are cared for by Blue Cross.
The 60-second ad showing the hope of our unwanted dog, Baxter, surviving premiered during The X-Factor and it prompted outpourings of sympathy on social media. One Twitter user posted: 'Baxter literally breaks my heart. I want him!!'
Accompanying the Blue Cross' advert was a social media campaign featuring animals fist-bumping humans in solidarity with Baxter. We launched the hashtag by sharing a photo of a tiny kitten putting its paw up against a finger, which quickly inspired pet owners to join in and share adorable snaps of their pets. #suppawt
PAWS FOR THOUGHT WITH RHYS IFANS AND BAXTER
Hollywood actor Rhys Ifans who plays the voice of a neglected dog in the Blue Cross TV advert, greets four-legged star canine Baxter with a “paw bump”. We then asked animal lovers to share a photo of their pet giving them a paw bump followed by #suppawt on social media, to show their support for pets that are not as lucky as their own.
Baxter took over our Twitter handle for the launch month and responded to those who tweeted him.
IMPACT
23% increase in website traffic, over 10,000 more supporters, over 8000 additional regular givers, 40% increase of Twitter followers, 23% increase of Facebook likes and over 1mill views of the advert on YouTube right after launch.
