The Work: No 89

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    As part of our partnership with Haystack Online, each week we showcase penetrating marketing campaigns.

    ‘Home is where the heart is’ in this week’s campaigns from Haystackonline. Firstly, dreams of moving house during lunch breaks and secondly the trials, tribulations and stresses of a first baby compared to the wisdom gained from experience the second time round.

    Britain Dreams at Rightmove – Rightmove PLC
    DHM

    The housing market has started to look up in recent weeks and with over a million properties on the website, rightmove.co.uk cement their relationship with the British public in this upbeat new ad. Whether searching for your next move, or just dreaming of an ideal luxury home on a Monday lunch time, the ad shows the website should be first port of call for any house hunter.

    Sainsbury’s – Little Ones
    AMV BBDO

    It is not uncommon for first time parents to buy everything for their new arrival, even if not strictly necessary. This idea is the centre of Sainsbury’s new ad, which sees a first time parents overwhelmed by the weight of baby products they have bought, before cutting to a confident mother of two. The bare necessities for a baby? A nappy that does a job but at a sensible price.

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    Posted: April 16th, 2013 | Author: admin | Filed under: Uncategorized, haystackonline | Tags: , , , , , | Leave a Comment »


The Work: No 88

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    As part of our partnership with Haystack Online, each week we showcase penetrating marketing campaigns.

    Children are central to the two campaigns selected from haystackonline this week. The first uses a twist on a family promotion, and the second sees BeatBullying team up with ‘make mine Milk’ to help secondary school children connect with the issues of bullying at school.

    Day Out – Kellogg’s
    Leo Burnett

    In a clever twist on the almost ubiquitous kids go free promotion, Kellogg’s Rice Krispies this commercial features an eager youngster wrapping and handing her unsuspecting mum a gift. A box of Rice Krispies initially isn’t the perfect present, until the promotion on the box is highlighted. Already aired on TV this film will also be seen in cinemas from this week.

    Amelia Lily Beat Bullying campaign – Milk Marketing Forum
    Kindred

    X Factor finalist Amelia Lily follows in the footsteps of Rupert Grint, Kelly Rowland and the Wanted to be the latest celebrity to sport a milk moustache for ‘make mine milk’. The campaign has teamed up with BeatBullying to create a competition called Find Your Voice. It invites people to write a song or poem based on beating bullying, with the winning piece performed by the singer. Entrees are being posted on Facebook and ends on April 18th.

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    Posted: April 10th, 2013 | Author: admin | Filed under: haystackonline | Tags: , , , , , | Leave a Comment »


The Work: No 87

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    As part of our partnership with Haystack Online, each week we showcase penetrating marketing campaigns.

    This weekend saw two annual events coincide: Easter and the clocks going forward for spring. Aldi took a sideways step from their ‘like brands’ campaign to showcase their range of Easter meats whilst The Department of Communities and Local Govenrment connected the change in times with the time to check your smoke alarms.

    Aldi Easter – Aldi
    McCann Manchester

    For the run up to Easter,  Aldi continued their award winning campaign focusing on the value of premium food available in store, comparing the products to expensive restaurant options. No gag to bring this ad to a close, but as part of the campaign that has seen Aldi profits rise by 40% over the past year the joke is likely to be on the competition.

    Fire Kills – The Department for Communities and Local Government
    RKCR Y&R

    As an extension of last year’s campaign, this latest film from DCLG is a chilling reminder why we need to check our smoke alarms. Concentrating on the link between the clocks going forward and the need to ensure smoke alarms are working, the ad shows a young boy covered in soot urging parents to check their alarms.

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    Posted: April 2nd, 2013 | Author: admin | Filed under: haystackonline | Tags: , , , , | Leave a Comment »


The Work: No 86

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    As part of our partnership with Haystack Online, each week we showcase penetrating marketing campaigns.

    This week we see a fresh take on two brands that first came into being in the early years of last century: Mentos and Ambrosia Custard. Well established brands back with renewed vigour on TV.

    Stay Fresh – Perfetti Van Melle
    BBH

    Mentos, the confectionary brand owned by Perfetti Van Melle, has launched a new integrated campaign that targets a younger audience. Continuing the irreverent tones of its previous visit to our screens, this series of three ads play to the fear that men are prematurely turning into their parents.

    This is Pudding – Premier Foods
    JWT

    Ambrosia Custard is back on TV for the first time in ten years. This new film celebrates the role puddings have to play in families. As deserts stage a major comeback through programmes like Great British Bake off and Food Glorious Food, now could be the perfect time for Ambrosia to promote its relevance.




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    Posted: March 26th, 2013 | Author: admin | Filed under: haystackonline | Tags: , , , , | Leave a Comment »


The Work: No 85

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    As part of our partnership with Haystack Online, each week we showcase penetrating marketing campaigns.

    Cosmetic advertising when viewed together can feel all too, well, cosmetic. Not so for the two products which uploaded their campaigns to haystackonline last week. Firstly, Freederm inspires inbetweeners to get out and enjoy life with spot free skin, whilst new beauty product B. takes a stance on simplifying skin care products aimed at reducing the effects of ageing . Two opportunities for clichéd campaigns but not so for either brand.

    Freederm – Boy Meets Girl
    Bray Leino

    The new film for Freederm creates a confident outdoor emotion for the teenage target audience, building relevance into the brand name ‘Freederm’. In the past, research showed teenagers had been more aware of appearances over the weekend, whereas now appearance is vital to them everyday of the week. Bray Leino have created a story that that rises above the issue of acne to celebrate the emotional benefits of clear skin and self confidence.

    Superdrug – Live Life Beautifully
    The Marketing Store

    Superdrug’s new beauty product B. has been conceived to combat ageing through three different skin stages; first signs of ageing, the reduction of visible lines and the protection of mature skin. The Marketing Store have created the direct marketing, press, eCRM and digital strategy for the brand, along with the Beautiful Moments Tour which is arguably most potent part of the campaign. Still ongoing, it is touring around 7 premier UK shopping centres until 31st March, and presents women with the chance to experience the products that are most applicable to their skin type.

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    Posted: March 18th, 2013 | Author: admin | Filed under: haystackonline | Tags: , | Leave a Comment »


The Work: No 84

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    As part of our partnership with Haystack Online, each week we showcase penetrating marketing campaigns.

    Restaurant brands often need to combine brand ads with tactical messages and that’s not easy. But the agency that brought us the Aldi Comparison series of  ads have applied their talents to Pizza Hut Delivery to do just that. Meanwhile JWT stick to their brand building heartland with a film for OXO that demonstrates it brings flavour to any combination of foods

    ‘Hut It’ – Pizza Hut

    McCann Manchester

    Pizza Hut Delivery’s new initiative to push their expansion is a tactical execution that promotes their half price offering whilst building the brand under the ‘Hut It’ campaign.

    This mantra is also featured in direct mail, digital assets and in-store posters to lure the eyes, ears and taste buds of pizza lovers, using taglines such as ‘Love It’.

    The Magic Cube – Premier Foods PLC

    JWT

    A simple but creative advert for OXO is the latest in the reel of a lifetime of ads created for the product by JWT and the first campaign to be created by JWT since they won the advertising accounts for Premier Foods last year.

    The key message that OXO will add flavour and transform any set of ingredients – even if it is random objects, positions the stock as “the magic cube” and brings it out of the familiar family setting to appeal to a younger audience.

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    Posted: March 12th, 2013 | Author: admin | Filed under: haystackonline | Tags: , , | Leave a Comment »


Inspirational secrets of the Matchroom

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    John Gilbert, CEO, JGFR reviews The Marketing Society’s Under the Spotlight with Barry Hearn.

    Building up life skills is becoming a fashionable concept with many institutions formalising the process to increase employability among young people.  Inspiring leaders from disadvantaged backgrounds can help enormously in providing motivation.

    On Tuesday night Marketing Society members were privileged to hear how a council estate kid from the East End created a global sports based business and during this fascinating journey, coloured by many sporting anecdotes, provided much streetwise marketing wisdom.

    Set on his way by his hard working mother, keen to see her son join a profession, young Barry Hearn heeded his mother’s advice to become a chartered accountant who told impressionable Barry who asked why  ‘simply because you never see a poor chartered accountant’.

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    Posted: March 8th, 2013 | Author: admin | Filed under: Event | Tags: , , , , , | Leave a Comment »


The Work: No 83

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    As part of our partnership with Haystack Online, each week we showcase penetrating marketing campaigns.

    Make ‘em laugh! That was the advice of Donald O’Connor in Singing in the Rain. Humour in advertising undoubtedly creates engagement, makes ads memorable and gets people talking about them.

    Horsemeat in our beef – may be no laughing matter – but Iris found a way in for Mini in a smartly written tactical press ad.

    And the Meerkat campaign airs the second in the new series, with its new hero, Maurice Wigglethorpe Throom requesting his angry trousers. We may be hearing that phrase more than once in pub banter in the next few weeks.

    Maurice – comparethemarket.com
    VCCP

    Standing proud in his monogrammed slippers, Maurice Wigglethorpe Throom is advised by his valet that there is confusion with his website offering comparisons on car insurance, credit cards and energy providers and that comparing meerkats run by a certain Alexandr Orlov.

    Incensed by the imposition, MWT calls for his angry trousers and is so incensed considered this is a crime fit for his angry jumper too. An amusing and charming film in a market overburdened by ads shouting to get noticed.

    Beef. With a lot of horse hidden it it – Mini
    Iris

    Any agency that has just won a prestigious account is looking for a chance to crow about it. And they will not look a gift horse in the mouth.

    But using the very heated topic of our national food scandal is dangerous ground, unless of course, you have a much loved, iconic British brand and the feather light touch of irony to set the right tone.

    In their first press ad for Mini, Iris are off to the races with a simply executed ad for their muscle car, with a Clarksonesque appeal to the petrol head.

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    Posted: March 5th, 2013 | Author: admin | Filed under: haystackonline | Tags: , , , , | Leave a Comment »


The Work: No 82

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    As part of our partnership with Haystack Online, each week we showcase penetrating marketing campaigns.

    Last weekend saw the Six Nations come back to our screens with the century old rivalry of the English and the French reignited on the hollowed turf at Twickenham. Eurostar took the opportunity to boost support for the English team (what ran in Paris, we are not sure.) Meanwhile Maximuscle has embarked on a major initiative to take three regular guys and improve their fitness through regular exercise and a balanced protein diet – maybe the French Squad could take part?

    Eurostar – 6 Nations Clash
    AMV BBDO

    Old rivalries were rejuvenated this weekend in the rugby clash between England versus France. Eurostar’s latest press sees Napoleon sporting Graham Rowntree size cauliflower ears to add a bit of forward momentum to the  their topical campaign approach, which recently featured on David Beckham’s move to Paris St Germain.




    Maxinutrition – Protein Project
    The Minimart

    There is still much debate surrounding the benefits of protein shakes in the sporting environment. This campaign is designed to change and combat this perception. Released in weekly episodes and built around the progress of three guys improving their exercise and dietary habits, this campaign tracks their progress through a Protein Project section on the Maximuscle website and dedicated Facebook Page.



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    Posted: February 26th, 2013 | Author: admin | Filed under: haystackonline | Tags: , , , , , | Leave a Comment »


The Work: No 81

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    It may be behind us, but Valentine’s Day is an important marketing event for many brands – even those that would not be considered high up on the romantic checklist. These two case studies, posted to haystackonline on Valentine’s Day, support the idea that humour is often seen as one of the most an attractive qualities. And that in these austere times, you don’t have to spend a fortune to attract the one you love.

    Aldi – Aldi Champagne
    McCann Manchester

    Aldi’s Valentine’s Day special advert sees one of advertising’s favourite pensioners, Jean, back on our screens. Like many brands this Valentine’s Day, Aldi was aiming to build customer relationships by attuning to the value-seeking, Valentine’s Day consumer. Click through to see who Jean has got her eye on.



    Heinz– HP Valentine’s Message
    M&C Saatchi

    Continuing its support of ‘manliness’, HP Sauce released its online viral video this week to gives men tips for Valentine’s Day. And of course a bacon sandwich, or a ‘manwich,’ is all that is asked for in return for a man’s generosity. Click through to get early tips for next year.





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    Posted: February 19th, 2013 | Author: admin | Filed under: haystackonline | Tags: , , , , , , | Leave a Comment »