Huawei had tried but failed to crack the Latin-American market for the past two years. For the P9 launch, we were enlisted to replicate Huawei’s global success in this unique region, with three key objectives to: 

1. Change brand perception from low to high quality
2. Increase market share
3. Increase brand awareness

The Leica P9 camera with state of the art Huawei technology was the key quality point that could challenge the dominance of Apple and Samsung. We set out to dramatise it for the Latin American consumers through innovative usage and experiential context, set in the heart of Latin America.

Through a partnership with National Geographic, four influencers in the region who reflected their local cultures and passion points were tasked to develop visual content experiences using the P9 camera, producing unbelievable visuals of their Latin American homelands.

40% increase in units sold compared to year before 

• Brand awareness up from 65% to 78% regionally
• Huawei earned 10% of the LATAM market and became the 3^rd most popular smartphone brand in the region. Prior to this campaign, Huawei only had 2.5% of the market. Market share was ruled by Samsung (30%), LG (15%) and Apple (10%)
• Sold 12million P9 units which increased +40% compared to 2015

In Korea the MINI was still very much considered a car for women. MINI wanted to get more men on board! 

As MINI’s flagship vehicle, Clubman needed a new approach to attract more male buyers in their 30s and 40s.  MINI is still perceived by many Koreans as overly feminine, young and stylish. We needed to increase its masculine appeal for the Korean market while staying true to the brand and still feeling like 'MINI'. 

Empowered by Korean CCs data (Vizeum's proprietary insight tool) we landed on the strategy of MINI Clubman being the car for the 'New Gentleman'. 

While the concept of gentleman had previously been used by a number of rival car brands including Jaguar, Audi and VW Golf, this was a creative idea that reinvented traditional stereotypes. A gentleman might be professional, well-mannered, considerate, respectful and a leader, but MINI’s new gentleman would be characterised by creativity, sophistication and open-mindedness.

114% over delivery

• Drove significant sales results in market
• 50% reduction in MINI’s target CPRP (cost per rating point) compared to previous MINI campaign performance
• 114% over-delivery on KPI target CPRP
• Total cost was 21% lower than market average. (401)

Total Oil needed to take action to stand out in a saturated market.

Competing against global oil brands with deep pockets like Castrol and Mobil and Polish brands, Lotos and Platinum was taking its toll. Even a longstanding, high profile TV campaign with international racing stars was failing to make the necessary impact.

Total Oil’s customers were changing. Research showed that more and more car drivers were delegating oil change to their mechanics and in 2015, as many as 80%. It was time to focus on the B2B customer.

We created an online platform that would appeal to both car fans and our B2B target group of mechanics.

This was a change in communications strategy from Target Oil’s previous preference for TV, but we knew this media shift would help to capture the B2B audience.

We created Team Total – a team we created of car industry professional who would inspire, advise and entertain our audience. Drawing on the team’s expertise, we created a series of online videos addressing issues that would appeal to petrolheads as well as professionals. 

 

58% over delivery on users

• 400,000 visits by car professionals on the website Team Total Pro
• 100,000 visits by car owners on the website Team Total 
• 3165 registrations, 58% more than planned
• 60 articles published on automotive websites
• Spontaneous brand awareness increased from 7% in 2015 to 11% in 2016 and prompted awareness from 56% to 65%.

 

Calvin Klein Jeans wanted to reinvigorate the provocativeness that had originally cemented consumer’s affections for the brand but needed to recreate this strength of feeling with a digitally savvy audience.

CK wanted to enable a new generation of mobile-first digital natives to experience CK Jeans’ brand core of sexual provocation on their terms.

This established brand needed to prove that it was part of their world both in how they make connections, pursue passion and experience brands through media.  

Partner with Tinder as the perfect emobodiment of sexual provocation in the digital-social-mobile age

We pioneered the first partnership of its kind in EMEA, making CK Jeans the first brand to work with Tinder on paid for ad formats across the UK, Germany, Italy, Spain, Netherlands, France, Denmark and Russia.
 
Tapping into the freedom and instantaneous nature of Tinder as a dating platform, we created profiles that users could swipe right (if they liked them or left (if they didn’t) to watch our seductive video. This personalised approach created a racy story about how a modern generation approaches sexual connection in a digital world.

3.8m users reached

• Over 500,000 "right swipes" in the first month

• ​Reaching over 3.8 million unique users across the Tinder platform at an engagement rate of 14% (above industry averages)

• Thousands of consumers entered the competition at an engagement rate of 16% to have a chance to attend the exclusive CK Tinder party

The North Face brand’s key growth barrier is the perception that it is for outdoor enthusiasts only, but irrelevant to the everyday consumer. We needed to show these everyday consumers that the Thermoball jacket is a product for their everyday situations, no matter the weather or location. 

In orchestrating different disciplines such as creative, media, data and technology, we activated a Mobile campaign within weather apps with a full screen takeover telling them that they didn’t need to check the weather, because Thermoball allowed them to ‘Defy Weather, Wherever’. 
Users were prompted to click to unzip the jacket, reveal the product and click to store or find directions to their nearest stockists. 

150% uplift on brand awareness

Brand performance was boosted across the whole brand funnel:

• The campaign reinforced TNF’s competitive lead in purchase intention over their two key competitors: 58% would buy TNF, 23% Jack Wolfskin, 18% Patagonia. 150% uplift on Brand Awareness 
• 16% uplift Purchase Intent
• 57% of consumers that saw the ad were compelled to act as a result of the campaign
• 53% were compelled to act as a result of the campaign
• The campaign delivered a 13.2% engagement rate (benchmark 7%)
• The overall CTR for clicks on the Shop Now button was almost 5.7% versus the benchmark of 1.5% 

IKEA wanted to form deeper connections with its consumers in Spain to increase loyalty in a competitive market. 

Ikea wanted to encourage consumers to redecorate their homes. Persuading customers to buy some scented candles and a coloured throw is one things, but how do you persuade them to redecorate a whole room? We needed to find a way to inspire Spanish people to roll up their sleeves and embrace the joys of decorating.

The School of Decoration was born

The solution lay with the expertise of the brand itself. We needed to make IKEA’s know-how accessible to the general public.

We created an online platform where anyone could visit to access decorating ideas as well as practical, basic instructions on how to actually decorate your home. But we decided to go further. We built a real school, The School of Decoration in a space of 500 square meters to bring the concept to life. 

85% wanted to visit IKEA on the back of this campaign

• 8 million viewers watched The School of Decoration on TV
• 10 million views of online content with many new decorators sharing The School of Decoration logo through social media
• 69% people surveyed said they’d seen the TV programme, 73% said they associated it with IKEA
• 88% said they picked up practical ideas and inspiration and 85% said they now wanted to visit IKEA