New research has highlighted that 17 to 24 year olds now hold the purse strings when buying driving lessons, and parents only have partial influence over their decision. In light of this, we completely transformed the BSM brand over 18-months, moving away from their large, corporate, stale brand proposition, to becoming a brand synonymous with youth.
We were looking forward to tapping into a new market, and refreshing the image of our brand. We have set some ambitious targets. TheAgency’s strategic and creative execution, coupled with their understanding of our target markets, has been way above anything else we’ve seen.
Re-launching Del Monte fruit juice back into the UK for the first time in 10 years. We commissioned research that showed Del Monte Orange is the public’s preferred juice and for the first time proved the brand proposition “Say Yes to the Best”. We worked closely with Tesco, Asda and Waitrose to deliver a campaign that drove trial. We integrated the media channels TV, Radio, Press, Online Blogs, YouTube Channel, Direct Mail, Facebook, Social Media and Point of Sale.
Everything TheAgency undertook was planned and executed brilliantly which was no small achievement seeing as we managed TV, press and social media all in a very short space of time.
A ground breaking integrated advertising campaign developed alongside Wall Street Journal and Times Online. Utilising online display advertising that was targeted to each company employee via IP addresses and SIC (Standard Industry Codes). The advertising drove traffic to a unique Quintiles micro-site, that streamed film of the five most senior members of the Quintiles board. Shot on green screen the film was hosted on the BBCiPlayer servers, to ensure seamless play and adequate band width. The campaign was supported over six-months in press advertising, live events and shows as well as regular direct mail to the pharmaceutical industry c-suite.
The most successful campaign Quintiles have run to date. All the results were tracked from advertising source. Online targeted advertising provided an ROI in excess of 1000%.