clear marketing brochure
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Clear Marketing BrochureTRANSCRIPT
bigidea?What’s
the
bigElusive things, big ideas.They’re very hard to find.Particularly big ideas that work. And carry on working.So what is a big idea?
A big idea makes your brand stand tall.
It resonates with your customers.
It makes people fall in love with your products.
A big idea also has legs. It can run and run and run.
A big idea makes sound business sense.
It’s intuitively right for your brand.
And strategically right for your business.
Something we know a lot about at Clear.
Because while our heads may not be as big as some, our ideas quite patently are.
But don’t just take our word for it.
Take a look at our recent output.
Then spend a little time talking to us.
big
Big London agencies will tell you that they have a monopoly on big ideas.And that big ideas should always be accompanied by a big invoice.The reason they say this is because invariably, they have big London offices.And of course, somebody has to pay for them.But there is an alternative to paying for someone else’s postcode. You could work with Clear instead. We take a rather more pragmatic and (dare we say it) cost effective view.
Namely, that advertising should
pay its way. Or at the very least,
deliver clear results, in the form
of a significant uplift in sales, or
awareness, or preferably both.
We start by developing an
intuitive strategy attuned to
the unique business requirements
of the brand. Then we focus
on developing intelligent, well
thought out creative solutions
which actually work. Because
at Clear, we’re not just in the
business of building brands.
We also build business.
And because all our big ideas
are created in leafy Didsbury,
the only thing about us which
is slightly on the smaller side,
is the most important part.
The invoice.
diffe
renc
e.big
bigstyle.The mark of any big idea is whether or not it has legs;
whether it is versatile enough to carry any message
or meet any brief. For McArthurGlen, Europe’s largest
network of designer outlets, we came up with an
approach the client was 100% happy with. With the
credit crunch fast approaching, they wanted to fire the
first salvo on the designer retail battlefield by announcing
a 60% discount across all outlets. We recommended
that to maintain the brand’s core values, we needed to
underpin this strong sales message with style-focused
lines which would convey the enjoyable nature of the
designer outlet shopping experience. With propositions
such as ‘Up to 60% off every day. 100% desirable’, the
campaign is that rarest of marketing beasts; one that
works on both a tactical and aspirational level.
To date, the press and TV campaigns have worked their
designer socks off, bucking the trend in a depressed
clothing sector with a significant uplift in sales.
bigbrother.
Our task from Brother was quite simple. They wanted to be an even bigger Brother. To achieve this, they launched a new generation of
Brother printers and in the process, sought to reinforce Brother’s position as a leading supplier of small business printers, in the face of
increasing competitive activity from other global brands. Without wishing to big ourselves up, the idea we came up with was perfect.
You see, many small business owners are either blissfully unaware or completely disinterested in their printing costs, wrongly assuming
that they are a necessary evil and delegating the purchasing decision accordingly. Our strategy therefore, was to create a high impact
campaign to offset this widespread inertia, adopting a distinctive and highly assertive tone of voice to alert small businesses to the losses
they were incurring. The resulting ‘He’s a loser’ campaign achieved an immediate uplift in sales during the launch period, elevating their
brand position and also winning a leading business to business advertising award in the process.
The film industry has a
saying. Never work with
children and animals. Not a
problem for us. We always
seem to get on famously.
Take our latest campaign for
Real Radio. When we were
looking for a new positioning
to take their brand forward,
the reason for tuning in
stood out a mile. Real Radio
releases your sense of fun.
It’s a station you can be
yourself with. Let yourself go
with. It brings out the
fun side of you because it
delivers the music you enjoy,
and presenters you like. This
manifested itself in our line
‘Discover the Real you.’
To achieve maximum cut
through, we wanted to show
the effect the station can
have, through the eyes of a
very different kind of listener.
A basset hound. The pop-
loving pooch waits for his
owner to leave the room,
then turns the radio up and
starts to sing and dance
along. Since the campaign
launched, he’s turned into
something of a celeb,
appearing on TV, posters,
bus backs, in fact almost
every kind of media you
can think of. Hey, he’s even
on Twitter and Facebook.
Within a few days of the
campaign launch, he’d
already accumulated almost
a thousand Facebook friends.
If this carries on, he’ll be
challenging Digby for the title
of ‘biggest dog in the world.’
bigbark.
bigexcite ment.
excite ment.In our opinion, Camelot theme park had a big story to tell. And we
were the agency to do it. This is a theme park with a unique selling
point. Besides a nerve-shredding array of awesome twisting, turning
rollercoasters and more magical family attractions than even Merlin could
conjure up, it also features thrilling mediaeval jousting tournaments twice
daily. In this respect, Camelot is totally unique amongst UK theme parks,
so we decided to make this the centrepiece of our TV and above the line
advertising campaign. The result was a commercial with extremely high
production values produced on a deceptively low production budget.
Our cinema trailer type approach elevated the park to a new level and
attracted a whole host of new Camelot converts.
big mou
th.When Brother launched a big printer,
they needed a big advertising proposition.
This was the world’s first multifunction
colour A3 printer for under £250.
In our opinion, this was a truly jaw-dropping
offer. Which in turn, manifested itself in our
bold, impactful creative idea.
The client was equally open-mouthed after
the campaign broke in the press and online,
when sales rapidly began to outstrip supply.
Within a matter of weeks, the warehouses
were empty of stock. It was one of those
classic cases where they literally couldn’t
produce the printers fast enough.
A level of demand which, understandably,
brought a big smile to the client’s face.
mou
th.
For CALA Homes, we were asked to look
at a landmark event. The marketing of
Donaldson’s, an iconic building which
has defined the approach to Edinburgh
since 1842. There are two sides to the
Donaldson’s story; it represents a fusion
of the historic and the iconic.
The signature Playfair building, designed
by the architectural visionary William
Henry Playfair, is complemented by the
superb contemporary architecture of the
Crescent, with its stunning glass fronted
façade echoing the historic crescents of
Edinburgh’s West End. The campaign we
created, based around the line ‘Decisions,
decisions, Donaldson’s’, captured this
unique conundrum that is presented by
the choice at Donaldson’s. It also captured
the client’s imagination and articulated
the proposition perfectly. The teaser
campaign has already featured on both a
microsite and 48 sheet poster sites and
has created a huge level of awareness
amongst prospective buyers.
bigicon.
icon.
bigsale.Turn on your TV or turn the pages of your
newspaper and you’ll find yet another
Sale advertisement for something or other.
Some retailers seem to have Sales every
single trading day. You can just imagine
the trading meetings. “Hey, things are
looking a bit quiet. Let’s have a Sale.”
Or “Hey, it’s cloudy outside. Let’s hold a
Sale.” The trick in such a crowded retail
marketplace therefore, is to achieve cut
through using the ‘O’ word. Originality. In
this campaign for McArthurGlen Designer
Outlets, we decided to focus on the
excitement of shopping in a real Sale
offering up to 70% off. And in particular,
the sheer exhilaration of finding all your
favourite designer labels at prices that
make you want to load up your car with
garments galore. It’s modern, vibrant,
involving, relevant and above all, stylishly
different. Needless to say, this particular
Sale campaign worked. Big style.
bigsale.
Airtours bikini
bigwaves.
In 2007, Airtours were Number 4
in the holiday market. Naturally,
they wanted to be Number 3. To
do this, they recognised that they
needed to conduct a fundamental
root and branch re-appraisal
of their brand. We worked with
them to produce a whole series
of service initiatives to sit side by
side with an exciting new portfolio
of global destinations. With these
in place, we were then able to take
them in a whole new direction.
With a dramatic new advertising
approach which would capture
this spirit of change and catapult
the brand back into the consumer’s
consideration set. In the event,
our ‘You’ll like where we’re going’
campaign was used synergistically
through the line to stunning
effect. Post campaign research
showed that the campaign
shifted perceptions dramatically,
elevating the brand to its coveted
Number 3 slot and also shifting a
significantly higher number
of holidays.
Airtours bikini
waves.
bigplans.
What differentiates one new home
from another? The answer became
patently obvious from the moment we
started working with CALA Homes, one
of the UK’s leading housebuilders.
From the offset, it was obvious that
there is a fundamental difference in the
level of consideration they give to every
aspect of design and construction.
Some new housing developments, for
instance, don’t look as if an architect
has ever set foot on them.
But with CALA Homes, quality of design is
the cornerstone of everything they do.
From spacious detached homes to
stylish apartments, their total focus lies in
creating unique design flourishes which
can really add to the living experience.
We believe that this level of care is truly
exceptional and significantly enhances
the customer buying experience.
In our launch campaign therefore, we
decided to make the architect the focus of
each communication, along with the positioning
line ‘We care about the things you care about’.
Just as each CALA property carries the
architect’s unique signature, so too did
every aspect of our communications, from
point of sale to press to radio to online,
with the architect himself highlighting key
design features and areas of architectural
interest within each property.
And our big plans for CALA have
undoubtedly paid off. In focusing on the
unique design strengths of the brand, the
campaign was truly distinctive and
elevated CALA’s awareness to a new level.
In a highly challenging and competitive
landscape, CALA continues to
outperform other housebuilders
in many areas across the UK.
big
bigAn essential prerequisite for any
charity advertising is the need to
create significant awareness, with a
comparatively insignificant budget.
Over the years, we’ve championed
numerous worthy causes with advertising
we like to think, is worthy of the cause.
Ash being a case in point.
The key dangers of smoking have been well
documented. But the hidden effects, such
as its impact on male impotence and other
antisocial aspects are largely undersold
and undertold. So our first campaign
focused on the fact that smoking has
been associated with increased sperm
abnormalities and is a cause of impotence.
Unfortunately, 88% of smokers are
unaware of the dangers and a staggering
120,000 UK men are impotent as a
direct consequence of smoking.
To raise awareness of the problem,
we created a graphic visual metaphor
coupled with the arresting headline
‘smokers make poor swimmers’.
The client was so pleased with the
response to this execution, it became
the first in a series of communications
created by Clear. An interesting side
effect has been the fact that this
campaign has also garnered numerous
advertising awards, dramatically raising
the profile of Ash in the process.
bigask.
bigfeet.
Launching Regatta footwear in
the UK required a great deal of
legwork from Clear to determine
the appropriate strategy.
Traditionally, most footwear and
clothing brands had been aimed
at the more serious, heavy duty
end of the market. We recognized
that there was huge growth
potential for Regatta in the
casual, every day walker who may
simply enjoy a stroll along a canal
towpath or in a country park at
the weekend. First, we developed
the positioning line ‘fresh air
clothing’ to establish Regatta
footwear and clothing as the
ideal choice for the great
outdoors. Then we followed a
series of clothing ads with a
footwear branding campaign.
The footwear range included a
number of high performance
features which made it suitable
for both casual rambling and more
heavy duty wear. We identified
two key target areas – the serious
walker or hiker category and
the weekend leisure market,
adopting a technical approach
to convey the key performance
characteristics.
The result? Sales greatly
exceeded the client’s
expectations throughout
the launch period and placed
the brand on a firm footing
for the future.
Cala Fusion
Cala Fusion
laun
ch.
big
The recent decline in the UK housing
market has been well documented.
But at Clear, we’re big believers
in being proactive, rather than
reactive. You can either sit on
the sidelines watching a situation
unfold, or take control of events
and start bucking the trend. Which
is precisely what happened at the
CALA Homes Hexagon development
in Huddersfield. The first phase
of detached homes at Hexagon
proved a huge success, but then
the recession started to bite and
UK housing sales hit something
of a brick wall. Leaving CALA, like
other house builders, with lots of
apartments to sell. Unlike other
house builders however, we took a
lateral view of things, formulating an
innovative strategy to capture
a bigger share of the market.
Directly targeting first time
buyers, we introduced a new
sub-brand ‘Fusion at Hexagon’,
incentivising buyers with a helpful
First Start package, reducing prices
and selecting a whole range of
new first time buyer-friendly
media channels.
The resulting ‘Launch Pad’
campaign sparked massive
renewed interest. Sales really took
off, leaping more than 50% in the
launch period, and a few weeks
later only six apartments remained.
Which proves the point that to
stand out in a crowded housing
market, you have to produce work
that’s truly outstanding.
Our client, The Casey Group had a
big story to tell. A very big story.
So big in fact, that we decided to turn it
into a substantial, coffee table-creaking
300-page volume. The book showcases
40 years in the life of The Casey Group,
covering its uniquely pro-environment
stance in the construction industry. The
book covered thirteen different aspects
of Chairman and Founder Peter Casey’s
substantial achievements and the
day-to-day successes of the company,
including showpiece projects such as
The RHS Flower Show, Heaton Park and
Pike Fold Golf Course. Painstakingly
researched, art directed and written over
an eight month period, the book has
achieved industrywide recognition as a
superbly constructed piece of design.
The moral of the story is, if it’s a big
job and somebody has to do it, there’s
nobody better to do it than Clear.
bigbook.
At Clear, we’ve never shied away from the big challenges.
And challenges don’t come any bigger than creating
massive awareness for a charity on a limited budget.
Today, the market for charitable institutions is more
competitive than ever, with literally thousands of organisations
vying for the general public’s generosity and goodwill.
Against such a backdrop, any advertising therefore
needs to be truly outstanding if it is to stand out.
Which is where we come in.
Besides our ongoing success story with Ash, in recent years,
we’ve created major high-impact campaigns for charities
such as Beat Bullying, Spinal Research and FSA Aware.
A testament to our success in this area has not just been
the significant level of response, but also the numerous
creative awards we’ve garnered in the process.
After all, when creating a marketing strategy for a worthy
cause, the advertising solution should always be worthy.
But never dull.
impact.big
Designer OutletsTM
MCArthur
Glen
bignames.
Opposite, you’ll find just some of the companies we’ve
had the pleasure of working with on a day to day basis.
We like to think that whether the budget is large or
small, we’ve created a big impact which invariably
went way beyond the client’s expectations.
But that’s quite enough about us. Now we’d like to talk
about you. And exactly what we could do for your brand.
For further clarification, call Jim Smith on 0161 448 8008.
Clear Marketing Communications
Head office 121 Palatine Road, Didsbury, Manchester M20 3YA T. 0161 448 8008
Glasgow office Woodside House 20-23 Woodside Place Glasgow G3 7QF T. 0141 582 1480
www.clearmarketing.co.uk