Construction companies just weren't listening about how to manage waste legally. We needed to inform them, get them to a website and sign them up to e-alerts, so they could be updated about changes in the law.
It called for a nonsense message: 'Site Waste. It's criminal'. We enlisted the help of the Federation of Master Builders to support our campaign and give it the right hook. Other professional organisations also put their names behind it, as well as the DTI Minister for the industry. The campaign also went online where it drove people to the Environment Agency's site. And a series of roadshows got people to sign up to the e-alerts by offering them incentives.
Six weeks later, we had secured 29 different pieces of media coverage, reached over 2.5 million people and increased site traffic by 21% - surpassing our target three times. The number of e-alert sign ups also increased by 82%.
When it came to recycling, batteries were not high on people's lists. WRAP wanted to change this and bring us inline with current EU directives. To achieve this they wanted to trial different recycling methods to see which worked best. It was our job to promote them across the UK and get people to try the different methods.
We knew we had to change perceptions. Safety came first, and we educated people that battery recycling was harmless and easy to do, as well as good for the environment. We targeted each community where the trials were taking place and rolled out individual campaigns, which included holding local events and photocalls.
To date, we have achieved 273 pieces of coverage nationwide, several even made front page news. All this activity resulted in just under 3 million batteries being recycled.
Like many travel operators, Red Funnel's bookings decreased at the end of the summer season. The challenge was to increase sales for short breaks to the Isle of Wight in 2006 from September to December.
People in Red Funnel's catchment area already knew about their offering. So our strategy was to target those outside the region who hadn't thought of the Isle of Wight at this time of year. Creating an emotional link was our way in. We thought about what people loved about short breaks and then highlighted these in the 'I love!' campaign. It was very flexible, could be tailored it to any audience and worked across all media including TV, radio, DM, press and online.
Bookings for this period increased 21% YOY, generating an additional £100,000 in revenue. Its effect continued far on after the period had ended. We evolved the campaign and overall it delivered a 5% YOY market increase for Red Funnel.
Sunsail offers something for everyone, and they were keen to get this message across to families. Securing early bookings in 2006 was our objective, specifically converting previous customers and recent enquirers.
Our solution was to produce a DM that would target and excite every member of the family. The theme was primarily about enjoying 'Your holiday, your way'. It showed all the different activities Sunsail offers, as well as the high standard of service, accommodation and equipment. Research revealed that November and December were key decision-making times, and we co-ordinated contact to happen during this period.
The strategy and creative generated a huge response, resulting in over £250k of family bookings at the start of the New Year.
Our client wanted a change of image. It wanted to appeal to a more sophisticated shopper, to reflect the quality of its retailers. Current advertising lacked impact and the centre was suffering from a perception that it was for teenage girls.
Research revealed that our ideal audience were smart, media-savvy and certainly didn't want to be told what to do. We had to tap into their psyche and formed a proposition of 'Relaxed Individuality'. Our campaign was all about subtlety and used witty quotes from famous people that the target audience would connect with. These were built into a stylish 'look and feel' that spread across TV, posters, web and the centre itself.
The campaign was a success and focus groups confirmed that we had shifted the perception of the Oracle to one of a chic place that was for mature, intelligent people.
Dentists have long been frustrated by NHS red tape. Consequently they're leaving in droves. Denplan wanted to capitalise on this and use it as a way of getting them on board. Achieving this was all about persuading dentists to attend Denplan seminars across the country.
We needed to grab their attention and show that we understood their frustrations. We discovered that the main focus of their dissatisfaction was the FP17, a complex NHS form. Our creative featured a screwed up FP17 with the line: 'Enough is enough'. This message was carried through in letters, trade press and DM.
With a 5% response, attendance to seminars was high, resulting in 6 additional seminars having to be added.
To build the WestQuay brand in it's own right, not just as a landlord housing other famous retail brands. The objective was to position WestQuay as an aspirational shopping wonderland where there are endless temptations to treat yourself.
Our recommendation was to break from the traditional and samey 'wallpaper' shopping centre advertising.
Our 'Escape the everyday, every day' campaign promises a journey of discovery and and indulgent shopping experience whenever you want. Utilising TV, outdoor and press advertising the campaign depicts at first sight rich expansive landscapes which on second glance you realise are a montage of products and fashions found within WestQuay. Excutionally the creative is not only distinctive but also massively campaignable - adaptive to seasonal trends and fashions.
The campaign is currently live but post campaign research for the Autumn/Winter phase shows a 23% increase in WestQuay footfall in November and December against the same period in 2006. Look out for the stunning Spring/Summer campaign.