this is printed on recycled paper introducing joshua g2 1 st september 2009
TRANSCRIPT
This is printed on recycled paper
Introducing Joshua G2
1st September 2009
2This is printed on recycled paperJoshua G2 ©
A challenger brand needs a challenger agency
• We challenge the status quo, looking for original insights, developing robust ROI strategies, mining the database, reviewing customer segmentation opportunities and continually testing and learning from our findings.
• We recognise that there is never one solution to getting the right results. That’s why our ideas work hard against any touch point or media channels.
• We offer a unique blend of skills in the areas of brand awareness, sales activation. promotional marketing and on and offline CRM strategies.
• We work at the sharp end. This means visiting factories, talking to those at the coalface, the operators, the sales force, the trade, leaders of opinion, your data department. We listen to your brand’s advocates and critics alike.
3This is printed on recycled paperJoshua G2 ©
Why we are the right agency for you
• We have a strong track record in creating total campaign ideas
• We define a clear and differentiating emotional benefit beyond product and services
• We create ideas that work across the total path to purchase
• Our Insights Team help us have a deep understanding of consumers needs and their buying behaviour
• We create cost effective response driven communication
• We prove beyond doubt the effectiveness of our communication
• Like you, we are also a challenger brand
• We set our vision transcending category conventions
• We have a new perspective on the possibilities of the category
We have done this for retail, on-line and subscription based brands
4This is printed on recycled paperJoshua G2 ©
We clash our
diverse specialisms
together to
generate an original
creative spark and
deliver big results
We call this Brilliant Impact
How we deliver cut through effective ideas
5This is printed on recycled paperJoshua G2 ©
We deliver ideas across the total path to puchase through traditional and non traditional channels
Digital runs through everything we do
OnlineBenchmarking
Accessibility
SEO
Online, Campaign & Viral
In-store screendesign
Bluecasting
Kiosks
Print PPC
Affiliate
SMO
ECRM
Design
3D
Broadcast
Mail/Inserts/Door Drop
Data Analytics
Online Advertising
Web Design
Print Data Management
Analytics
Modelling / Segmentation
Loyalty Schemes
POP / POS
3rd Party Promo’s
Loyalty Schemes
Brand Architecture
Identity
DRTV
Database Consultancy
Press / Posters
Database Solutions
Online Advertising
Brand Consultancy
Brand Advertising
Sales Promotion
Direct Marketing
Response Advertising
CRM & Data
Awareness Engagement Acquisition Retention
6This is printed on recycled paperJoshua G2 ©
Our clients
7This is printed on recycled paperJoshua G2 ©
Effective response driven communication
The Task
The Post OfficeTo re-launch the Post Office proposition nationwideTo handle the in-store and retail marketing related material for 14,000 outlets
Macmillan Cancer SupportTo develop an integrated brand response campaign to change perception of the charityTo increase the database and subsequent donations – media included DRTV, Press, Outdoor, DM, Inserts and web advertising
NestléTo develop an integrated new customer acquisition and CRM strategy (using on and offline communication)To demonstrate a viable ROI, in the face of own label and price cutting competitors
Allianz InsuranceTo develop a brand strategy and integrated comms campaign for the launch of the new insurance brand proposition
GoldfishTo re-brand and re-develop the Goldfish website to support online account management and rewards redemptionTo integrate fully and securely with an existing online account management platformTo develop a new simplified and cost effective customer registration process
Cobra BeerStretch the brand from consumption in the curry houses to the pub and off trade environments
The Results
The Post OfficeSales increased by almost 20% across all categoriesand travel specifically: 30% - now the UK’s number two provider of travel insurance and currency
Macmillan Cancer ResearchIncreased public awareness, changed perceptions and a vastly motivated staff and stakeholdersThe Data Strategy award 2008 for best use of data charity increasing average first year gift value by 10%
Nestlé£9M in incremental to income; household uplift above 30% for redeemers and collectors; 250,000 scheme members; online registrations + 50%; converted 2% of prospect file to the scheme; 2007 Data Strategy award for best use of Data for FMCG brand
Allianz InsuranceDeveloped a business strategy, brand strategy, naming and branding solution, launch plan and on-line creative concept.
GoldfishThe account centre usage increased from a negligible figure to 20,000 + users each week
Cobra BeerIncreased perception of the brand for on-off trade channelsSales increased YonYThe comms burst in 2007/08 raised sales by 42%.
8This is printed on recycled paperJoshua G2 ©
Three successful stories in more details
A successful challenger brand with its own retail outlets
Developed a variety of yearly and seasonal integrated comms campaigns
Use of traditional and non-traditional channels
Generation of PR activities as a segueway of the brand experience activities
High-impact creative outputs
Developed a fully integrated comms campaign
Challenged proposed channel approach to maximise ROI
Created a strong brand mnemonic to generate awareness and PR buzz
Helped mange third party relationship
Challenged category conventions
Challenged media mix
Created a strong brand mnemonic to generate awareness and emotional connection
Increased sales and exceeded targets during economic downturn
9This is printed on recycled paperJoshua G2 ©
The Task (from Client)
To develop a campaign to launch new Swatch products
The Task Reframed (by the agency)
To challenge the way young people think about watches
To establish Swatch as an icon that stays with consumers and changes as they change – be it in lifestyle, fashion trends, moods, seasons and taste
Ensure young people over the world embrace the value of freedom of self expression
To transcend the brand from an annual special present to a more everyday treat
Total Campaign Idea
Celebrate Change
Execution dramatised spontaneity
Results
- Developed a 3 year repositioning strategy contributing to 25% yr on yr sales increases
- Achieved 500,000 site visits and 60,000 extra sales in one month (Feb 2009)
- A ROI of £6 on every watch sold (2008)
10This is printed on recycled paperJoshua G2 ©
TV
Outdoor
Press
Please view attached video: Swatch-crono.mpg
11This is printed on recycled paperJoshua G2 ©
Event and brand experience
In-store
Web
With the theme of Parcours and flash mobbing at the opening of new stores we created PR buzz
12This is printed on recycled paperJoshua G2 ©
The Task
To break the usage habit the current Nectar users were in and inspire women to collect more points in more places
To select key media channels and touch points to better deliver the message and maximise the marketing budget.
To increase awareness: we opted for TV (first TV campaign in five years) supported with Women’s weekly and National Press and online comms including banners, sponsor pages, e-store banners and emails.
Agency project fees - £200k. This figure excludes production costs. This budget was allocated to a core team of specialists composed by creative, planning and account handling.
Total Campaign Idea
Be wise with Nectar. Collect what’s yours
The campaign introduced a ‘purse character’ with an insatiable appetite for Nectar points to inspire mums to use their Nectar cards more often and in more places
Results
300% uplift on Ebay swipe activity, compared to previous quarter43% uplift of nectar.com website traffic compared to previous quarter
13This is printed on recycled paperJoshua G2 ©
Press and outdoor
TV
Please view attached video: Nectar-ebay.mpg Please view attached video: Nectar-homebase.mpg
14This is printed on recycled paperJoshua G2 ©
Web - homepage Sponsor pages
Homepage flash and non-flashhttp://80.169.154.240/nectar/home.nectar.htmhttp://80.169.154.240/nectar/home.nectar.html-alternative.htm
http://80.169.154.240/nectar/bp.nectar.htmhttp://80.169.154.240/nectar/ebay.nectar.htmhttp://80.169.154.240/nectar/ebay.nectar.nocookie.htmhttp://80.169.154.240/nectar/edf.nectar.htmhttp://80.169.154.240/nectar/homebase.nectar.htmhttp://80.169.154.240/nectar/play.nectar.htmhttp://80.169.154.240/nectar/play.nectar.nocookie.htm
15This is printed on recycled paperJoshua G2 ©
eStore
Collect Points Consumer email
eStore banner
http://80.169.154.240/nectar/earnPointsHome.nectar.htm http://80.169.154.240/nectar/email/email.html
http://80.169.154.240/nectar/howto.nectar.htm http://80.169.154.240/nectar/eStoresHomepage.nectar.htm
16This is printed on recycled paperJoshua G2 ©
The Task
To reposition the brand from being a populist investment house to an expert organisation in order to attract funds from other investment houses rather than try and attract new money.
We achieved this in three ways –
1. By understanding the audiences barriers and enablers to purchase more precisely
2. Bringing a new confidence to all communications and
3. Tightening up on media to focus on sophisticated investors and IFAs and reweighting spend to deliver a much stronger online presence
To achieve maximum awareness on a modest budget, and to create an emotional connection we ‘transformed’ the ampersand device from the new logo into the hero of our campaign, dramatising the freedom and confidence M&G’s fund managers have to react to market conditions.
The Total Campaign Idea
‘It’s what we add that makes the difference’ – deployed across a wide range of touch points: press – standard and innovative formats (i.e. cover wraps); banners; DM; outdoor; website; giveaways and conference widgets
Results
Significantly increased enquiry rates to all responsive communications.
Shifted perception of M&G in the eyes of the target audience as an expert in core capital growth for the target audience.
IFA’s perception of M&G’s performance has moved from 10th to 7th (Investment Week).
Contributed to a number of M&G funds increasing market share and maintaining top quartile (and in some cases top decile) positions in comparative industry tables.
17This is printed on recycled paperJoshua G2 ©
Year 1 ‘Re-launch’ 2007
Press
Taxi
Online Banner
18This is printed on recycled paperJoshua G2 ©
Year 2 ‘Music’ 2008
Press and Outdoor
Direct Mail
Online Banner
19This is printed on recycled paperJoshua G2 ©
Year 3 ‘Powered by M&G’ 2009
Press
Taxi
Direct Mail
Online Banner