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.
The campaign is supported by the V-hab microsite – on which users can download a ‘de-troller’ browser extension which “converts all troll comments on websites to something so pleasant even your gran can read it without blushing” and make use of the ‘troll intervention’ Facebook app to combat trolling friends and win free V. The site offers a range of features mocking the infamous internet troll and the campaign is accompanied by a 90-second film.
Worldwide Unibet has over 7 million customers 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. The integrated campaign, starring sporting legends Sir Ian Botham, Gavin Hastings and Goran Ivanisevic, features TV, press, online and mobile to accommodate the ebbs and flows of different events throughout the year. We even designed a very special armchair.
Campaign named it Ad of the Day on its release.
Read more here
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.
Check out the case study film we submitted for the 2013 Webby Awards. Fingers crossed!
The UK introduction of Tradicional, a sipping tequila made of 100% agave. Password to view the case study video is T@SCf1lm.
Some PR around the event: here, here and here.
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.
Our audience was fairly familiar with tequila, and they knew the most famous way to drink it (lime, salt, friends). But they couldn’t name a tequila brand, and they didn’t know that it’s traditionally served ice-cold.
So we redesigned the Cuervo brand based on the insights that Cuervo is the only tequila made in the town of Tequila, Mexico and drinking tequila is an intense social bonding ritual that can’t be replicated with other drinks. Friendship and camaraderie are essential to the experience.
We wanted to make Cuervo Cold the most talked-about spirit in Brazil. Bigger than vodka, bigger than cachaça, bigger than any other tequila.
Clearly, we needed a big idea. So we partnered with a band world-famous for their incredibly popular viral music videos: OK Go. And took them on a road trip to Brazil.
There, through a combination of word-of-mouth, digital, live music and a never-before-seen video experience, we made history.
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.
“The Big Price Drop initiative is a major new offering from Tesco this autumn, so it is fitting to partner with an equally innovative new technology for the launch campaign,” said Angela Porter, senior advertising manager at Tesco.
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.
For the recent Nintendo game launch of Pokémon Black and White, we were asked by The Pokémon Company to introduce over 150 new Pokémon characters across Europe to old and future fans.
The job was to encourage awareness, excitement and drive sales of the new game.
We made work across platforms to let people discover the new Pokémon in the real world, their own cities, and online. Each execution showed a new character in an iconic and recognisable city location across Europe. The campaign ran across outdoor, press, online, and experiential media. Over 100 character “cards” were hosted online for Pokémon fans to download.
The campaign culminated in Berlin with a four-storey high projection game in which people revealed Pokémon characters with a laser-controlled device.
Pokémon White became the 2nd fastest selling Nintendo DS game ever in the UK. 1 million games were sold in Europe during the first 10 days of the launch, which became 1.9 million games one month into the campaign. This made it the most successful Pokémon launch in history.
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.
At a wedding you have all sorts of people coming together: the bride and groom, friends, grandparents, aunts and uncles, cousins you haven’t seen in ages and even people you’ve never met before. A perfect setting for a Wii Party!
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.
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.
Brand film we created for Xbox’s new positioning. Password to view this video: XbF117.