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On the case - It’s in the blood
The Assignment
Introduce a creative campaign and emotive brand identity that represents Chelsea Football Club: World Class, Passionate and successful.
Our Approach
By undertaking research and understanding the motivation behind fanship, we produced the creative execution ‘It’s in the Blood’, evoking unity and bringing the fans ‘closer’ to their heroes. It’s unique with strong visual impact and demonstrates commitment, passion and a first class football club; it reflects the emotion that unites the squad, staff and fans around the world. ‘It’s in the Blood’ is being used across all functions of the business including membership, ticketing and matchday hospitality and powerfully shows that Chelsea blue runs deep.
The campaign is launching for the new season.
On the case - Fashion Picker
The Assignment
Encourage fashion conscious mobile phone customers to upgrade to a new mobile handset and begin a new 12 - 18 month contract.
Our Approach
Traditionally mobile handsets have been sold based on their features, however we knew to get the attention of our 18-30 female audience, we had to change the way we promoted mobile phones. By positioning the range of new handsets as the latest must-have fashion accessory and we were able to get our audience to select the handset to suit their latest look in a fun, interactive way.
Results
At a 233% increase in sales compared to best performing previous activity, the campaign continues to be our most successful upgrade activity.
Habitat - 'Vive La Difference'
Our Assignment
Announce Habitat's 2006 Autumn/Winter range 'Vive La Difference' to new and existing customers and drive traffic in-store.
Our Approach
We undertook a full data audit and developed a profile of 'best fit' customers and prospects. Then we created an integrated campaign featuring national press (Grazia, ES Magazine, Stella and The Guardian), doordrops, DM to their top 100,000 customers and profiled prospects,
email marketing and in-store communications.
Results
The campaign gained 2% response rate across all communications, with the DM accounting for 78% increase in average transaction value; equating to an overall ROI of 5:1. The creative is also causing a stir, even the BBC has filmed a documentary inspired by the work.
The Carphone Warehouse
Our Assignment
Create an individually personalised post purchase mobile phone welcome pack that would improve the overall brand experience of The Carphone Warehouse customers, reduce customer churn and drive higher revenues from existing clients.
Our Approach
The unique brochure is digitally printed on demand using data captured at point of sale and mailed out to customers 5-7 days after purchase.
Results
We are now mailing 20,000 brochures per week across 6 networks, 1400 tariffs and 70+ handsets (now 25m variants of the pack). This has created a huge increase in customer revenues from cross-sell of other products and services and increased phone usage. A massive 1:7 ROI has
been achieved.
Thomson - 'Calendar'
Our Assignment
To entice past customers to rebook from the Thomson’s range of 2007 holidays.
Our Approach
Contact customers a year after they booked their last holiday with a highly personalised mailer that begins by acknowledging the customer’s previous holiday with a photograph of the resort they stayed in, along with the dates of departure and return and even the name of their airport. It then goes on to recommend holidays to suit the customer, driven by propensity modelling and their lifestage/family composition.
Results
A massive 130% increase compared to last year's campaign, equating to an ROI of 1:4.9
Chelsea Football Club
Our Assignment
Turn a ticketing scheme cost into a profitable customer revenue stream and launch a membership programme that could be rolled out globally.
Our Approach
We developed an umbrella identity ‘True Blue’ and implement ongoing
CRM programme.
Results
100% year-on-year increase in membership with business costs being turned into a profit centre.
