neon marcomms credentials 15_nov10
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Neon marcomms Agency Credentials and Case StudiesTRANSCRIPT
An Integrated Agency with Shopper Marketing Roots
Response from Neon Marcomms Ltd.
Take a closer look …
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.
Meeting Client Needs
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.
ExperienceWe 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.
Key PeoplePrior to setting up Neon Marcomms, Nick was MD at the Dynamo Group and a Director of the MCCA (now MAA). He has headed up large accounts includ-ing; Coca-Cola, LVMH, Lux, Strong-bow, Kotex, Magnum, HJHeinz, GSK, L’Oreal, PRUK, and Sanyo
Nick CunninghamManaging Director
Julia has worked at Neon for 2 years, managing a rangeof client accounts.She recently completed an MAACourse: ExcellenceIn Account Management
Julia MullingerAccount Manager
Nigel has 20 years experience in marketing services. He currently runs the Sanyo Xacti global account, executing activity across the UK, France, Canada, Hong Kong and S Korea.
Nigel BakerClient Services
Peter is a former MD at Dynamo, Bezier, and Lowe’s OPEN. As MD of OPEN he developed the agency Shopper Marketing proposition and worked on Unilever Ice cream, Electrolux and Morrisons
Casey has a degree in Arts Managementand has workedIn Live Events for 7 years. In 2008 She won an Award for theBest Public Event.She oversees allNeon’s live and Experiential campaigns
Casey EvansExperiential
Eamon Is responsible for all monetary matters. He leads a first class teamwho keep us in good financial health
Eamon CampbellFinance Director
Peter de Wesselow Director : Shopper
With over 10 years experience in the Design and Luxury Industries, Piers has delivered quality, intuitive solutions using traditional design skills, he is able to translate his method into engaging concepts that ensure that the Client's corporate, brand and technical objectives are met and consistently exceeded
Piers LucasCreative Director
Services Provided
All services in-house, but specialist partners
provide PR (Sauce) and Media Planning &
Buying (TCS)
Planning & Creative
Digital On-Line Marketing
Brand ID Packaging Design
Channel ActivationPromotional/Shopper
Advertising Trade,Consumer &
Media Promotions
LiveExperiential
Media Planning& Buying
Neon is affiliated to Crown Business Communications who turnover ��8M£
Brand ID / Packaging
Model Co Eyebrowz set Boys love eyebrows! This set even comes with stencils so there is no excuse, Eyebrows will also be massive for Autumn/Winte...Get ahead of the game! £24
Eve Lomb CleanserThis is absolutely fantastic since it removes eye make-up, cleanses and exfoliates; it’s packed with aromatic oils, which improve open pores and circulation. And if nothing else it smells amazing!£45/100ml
Estee lauder Advanced Night Repair Winner of countless awards time and time again! It ONLY sells 3 bottles a minute worldwide! Your skin will feel as if it’s being fed! It hydrates and plumps and improves skins overall colour, this is a must!£30 / 30ml.
Nars Make-up Primer spf 20++ It is important to prepare the skin before doing your make-up. This Primer creates a protective base and a cushion for a more natural looking foundation. I like to wait a few minutes before applying the foundation, binding with your skin more efficiently.£24
Too Faced Lip Injection in Techno Glow Copper
addictive! Forget surgery, this really is the ultimate lip plumper alone or over other colours.£12 Boots
Bobby Brown all over Bronzing Gel SPF 15 Need an instant tan? This is terrific alone or
use sparingly for a more natural appearance.£21
Bourjois Imperfection concealer It’s lightweight and very effective. I keep it in my bag and use it under my eyes every time I need to re-sparkel!
by Terry Light Expert From the inventor of Touch Éclat, a genius brush filled with concealing foundation, ideal for novices! It is simple to use and has a built in plumper for those hollow areas.£38
Shu Umuera Summer Prism BronzerSummer without bronzer iwould be like a summer without Pimms! Velvety soft powder in just the right shade to create the ultimate sun kissed complexion. Use it lightly all over, concentrate more on your cheeks and temples and under your chin, this will create all the right highlights and shadows.£21
Max Factor Masterpiece MAX Mascara
400% more, as well as exceptional definition£9.99 Boots.
Nars duos in Madagascar & SummertimeMy best new find and a steal. Easy to use cream shadows in subtle summery shades. Can’t go wrong.£23
Model Co Tan in a CanThis is a must for when you realise your legs are white as sheets. It is a terrific shade of bronze and couldn’t be easier to spray on. It is instant and flawless!£26
IIt's always about having radiant looking skin no matter what the season, however, this Spring/Summer’s looks are healthy, warm
and glowing. I have chosen some terrific products, some old some new, but all very effective. The key is to great looking skin is
keeping it really clean, exfoliated and hydrated and then using the make-up to create a look that is sophisticated and smolderi
“She’s got the money to follow the sun”
WORDS: EMMA O’BYRNE
Urban Decay Heavy Metal in BakedThis easy to use gold eyeliner really sparkles long after the sun’s gone down! Use it in the inner corners of your eyes, its looks terrific!£11.50
SEASON
52
SEASON
53
Digital / Online Marketing
Advertising: Trade / Consumer
Live / Experiential
Channel Activation, Promotional
OnlineA 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
Advertising, Animated gifs, floating ads translated
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
Floating Ads in 4 languages:The presenter walks onto screen
Viral: 64k views.Charity single for ex-armed forces personnel
Shopper MarketingMany agencies have jumped on to the Shopper Marketing
bandwagon, but our team were advocates, as the
discipline first evolved.
Peter de Wesselow and Nick Cunningham worked
together on Coca-Cola Enterprises for 12 years growing
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.
This allows us to maximise the opportunity for our client gaining as much cut through as possible in each environment.
£
IrelandFor 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.
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
Dedicated Team
Case Study 1- Jameson Irish WhiskeyThe Brief
To develop an engaging and relevant consumer promotion that will recruit
the 25-34 YO Male by positioning Jameson as a contemporary, sociable
and accessible spirit Drive Trial & Mixability of the Jameson serve
Budget: 250k
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.
£
2 FOR 1VOUCHER
TONIGHT
Now that you have discovered Jameson,
here’s a chance to enjoy it again with a
friend. Simply present this voucher at the
bar to redeem two Jameson drinks for the
price of one
21849 MDA Mixability Voucher #1 1
14/09/2010 07:09
“It is fair to say it is one of the most credible sampling activities Cardinal has observed over recent years”
Cardinal Research
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.
Results28K 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.
Case Study 1- Jameson Irish Whiskey
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:
Case Study 2- Sanyo Xacti
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 2Key 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
Case Study 2- Sanyo Xacti Contd..
Online Marketing:In order to build traffic to the site, the following activities were used:
Case Study 2- Sanyo XactiWhy It Worked?
Phase 1 Results:18k votes cast
400k Page views
2M Video Views
Phase 2 Results60k votes cast
400K Page Views
4M Video Views
PR, Facebook Advertising, Seeding,Guaranteed views, Google Adwords,
Banner Ads, Advertising on Fox Networks, Blog infiltration, SEMTwitter
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.
Case Study 3 – Coca-Cola Enterprises
Case Study 3 – Coca-Cola EnterprisesActivities 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.