We launched Vype e-cigarettes to place the brand as the first true alternative to smoking. This new category is dominated by poor quality products, leaving early adopters dissatisfied. In order to position our brand as the expert everyone’s been waiting for, we had to separate ourselves. By focussing on the emotional benefit rather than making rational claims we created the first brand smokers want to identify themselves with. The campaign was fully integrated: TV, OOH, press, digital, eCRM, social media, brand activation events and a complete website redesign. Read more here, here and here.
V Energy is market leader in energy drinks in Australasia but in Europe they only have a 1% share. In order to grow their business we built a communication platform to bring to life their challenger identity. V Energy is all about positive energy and we chose to do something about online trolling and cure every troll on the web with V-hab.
Unibet has over 7 million customers worldwide which makes it one of the world’s largest online betting companies. However, in the UK the brand is still fairly unknown. To stand apart from other betting companies we positioned the brand as a more intelligent alternative to football-focussed bookmakers, and a champion of fans of rugby, cricket and tennis, whose sports are often overlooked.
Before we launched our pan-European consumer campaign we had to make the trade aware of the product and the brand launch. We selected the key Account Managers of each important retail outlet and sent them a personalised freestyle rap video, explaining exactly why to stock up on our energy drink.
Cuervo’s ‘Who’s In?’ campaign calls out and celebrates instigators across the globe. The campaign taps into a universal insight about friends and tequila, that every social group has an instigator – the guy who always makes things happen – and that nothing plays to the instigator’s sense of fun, adventure and spontaneity better than the Cuervo Moment. In order to make more of these moments happen, Cuervo provides instigators with the ‘Who’s In?’ Button to rally their friends for fun nights out together.
We’ve entered the campaign for the 2013 Webby Awards. Fingers crossed!
In October 2012 we introduced Cuervo’s latest ‘Who’s In?’ campaign. Launching internationally across TV, online and featuring unique experiential activity in each market, the campaign focusses on one of life’s universal character-types; the instigator.
The world is a place that works in straight lines, a place populated by herds and governed by the gravity of a long-held belief, for example that the only spirits to be seen drinking are vodka or whisky, or that tequila is just for parties and shooting. 1800 Tequila holds that it is the people who carve their own path, who wave goodbye to the herd and who defy the gravity of convention that make the world interesting. We branded and positioned 1800, Cuervo’s super premium tequila, to reach this market and show that this drink is one for savouring, and will make you think differently about tequila.
When we started working with Jose Cuervo, they were the undisputed king of the tequila category. But the category itself was under-developed. So instead of taking market share from other tequila brands, we set out to steal vodka’s place as number one shot. And keep it.
We launched a pan-European campaign for Tetley introducing “tea wishes”, the idea that every time you pull the drawstrings on your teabag, you can also make a wish for someone.
The campaign launched in France and played out across various European markets.
In September 2011 we teamed up with Blippar to introduce the UK’s first image recognition augmented reality print campaign as part of Tesco’s new Big Price Drop campaign. By simply hovering your smartphone in Blippar mode over an outdoor or press advert, the customers were able to access free store location information and download exciting new daily recipe ideas from the UK’s biggest supermarket.
We created an online competition for Nintendo’s animation application, Flipnote Studio, inviting people to create their own monsters and submit them using their Nintendo DSi.
The competition was judged by illustrator Andrew Rae, and winning monsters were featured in a knock-down drag-out battle animation that appeared on the Nintendo Channel, the Nintendo website and YouTube.
We had nearly 8,000 competition entries, and hundreds of gaming sites and animation blogs talked about the competition.
Nintendo asked us to create a film for the Nintendo Channel to promote the latest Pilotwings game for the Nintendo 3DS. The series have been around since 1990 but this is the first game you can experience in 3D. Who else better to test the game than professional stunt pilots? Nintendo liked the idea so much that we also ended up making five Pan-European TV ads.
Nintendo launched Wii Party; a typical Nintendo game with fun for the whole family. The more people to play the game with, the more fun guaranteed. We created two films for Nintendo. We invited the Walton sextuplets from to have a Wii Party at their house in Liverpool.
We promoted East Coast’s low fares’ campaign with a television, outdoor, print and online advertising campaign. The new executions promote East Coast’s low fares along the East Coast Main Line, featuring key destinations along the route such as London, Edinburgh, Newcastle, Leeds and York.
Roses Awards: Gold
Samurai Warriors 3 is a fighting game based on real Japanese history from the 16th and 17th century. We casted Dr. Christoffer Gerteis, lecturer in the history of Japan, who talked about the samurai, the battles and the weapons from that time which were all featured in the game. A very interesting documentary with a great link between the Japanese history and the video game.
The final film was aired on the Nintendo Channel early 2010 and is still one of the most popular videos out there.
McCann Worldgroup is the official Marketing Services Provider for London 2012. In order to announce this to all stakeholders, we created a mood film to show at our launch event.
The 8MP camera phone makes spontaneity worth exhibiting. The fully-integrated campaign was rolled out on a global level. Continue reading
In May 2008 we launched a global and integrated campaign to raise awareness of the Sony Ericsson C902. The camera phone has a slide-out lens cover to capture the moment and share instantly with your friends. The TV ads were supported by outdoor, print and online media.