When GSK approached us for assistance in reinforcing the brand credentials for Lucozade Energy, at OgilvyOne we knew we would have to be as creative as possible to achieve cut-through in a very challenging and increasingly crowded market.

We knew that our core target market were openly receptive to social media so we developed a campaign which would engage them across multiple social media platforms.

The campaign was built around a comic book superhero – Energy Guy. But the twist is that we wanted customers to create the story for themselves. Storylines were submitted by email and text messages, winners were chosen, illustrators got pencilling and inking, digital animators got to work. As each episode was released new storylines were submitted and before long huge momentum was built. This approach also dove-tailed nicely with the television commercial developed by Ogilvy & Mather which was continuing to air in 2009.

But how to spread the word?

Our colleagues at WHPR arranged a seminar at the Science Gallery in Trinity College for some of Ireland’s leading bloggers with an interest in comics. They got to meet the OgilvyOne team as well as the illustrator, Eoin Coveney, and animator Jason Butler. The bloggers were taken through the creative process from concept creation to thumbnails and eventually to the finished animation. The audience were intrigued and all of a sudden, thanks to the blogosphere, the campaign was all over the place. A big thank you to all of the bloggers who came along to the event! You know who you are!

There’s still time to get involved. Check out the story so far at www.lucozadeenergy.com then submit your idea for the next and final chapter. Apart from the obvious kudos of having your story turned into a digital animation, if your story is selected you will win a cool prize and you’ll see your comic book chapter displayed on an advertising billboard in your local area. Fame awaits!

Follow the campaign on:

twitter
YouTube
Facebook
Bebo

and at www.lucozadeenergy.com

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In an increasingly crowded and competitive discipline, achieving stand out in direct mail is challenging (to say the least). Thus, we are constantly on the look out for innovation in formats. In fact, paper makers, printers, finishers and fulfillment houses beat a well-worn and welcome path to our door to show us their latest and greatest. Things pop-up, pull out, change colour, make noise, interact with your phone, scratch and smell, etc., etc., etc.

One which has tickled our fancy is being used in MUJI’s taste-leaf book (the flat-pack spin on cooking).

Instead of using real herbs, this little book is filled with flavoured sheets of paper that you simply tear off and add to your meal. Each page is embedded with the spice and dissolves into the food, while the moisture and heat ensure the spice mixes in well. The seasoning ratio is already mixed and perfected to save you work, time, and most importantly to their customers’ lifestyles, space.

While we have only seen this in this one iteration, presumably the flavours can be tailored to fit in with your campaign concept.

Rather like WAP sites when they were first launched in all their clunky glory many, many years ago, I have the feeling that there is a clever idea and useful applications in there somewhere, but can’t see it clearly yet.

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Development of the Brand in Retail
The retail environment is where the battle for sales can be won and lost. At Ogilvy, we refer to this battleground as ‘The Last Mile’ and have a proprietary tool designed to help brands win at this key moment of truth.

The Last Mile is the path that the consumer travels, from brand consideration to the final purchase decision. Their path to purchase as they move from consumer to shopper and then from shopper to buyer.

What we do:
• we change what people DO
• turning…
• consumers into shoppers
• shoppers into buyers
• attitudes to action

How
Understanding consumers and shoppers is critical on the journey to purchase.
Ogilvy conduct regular studies to across all major global markets in a number of product categories which constantly track shopper behaviour. The myth is that 70% of shopper decisions are made in-store, however, the fact are that this varies across market and by category.

The study is called SDMIS (Shopper Decisions Made In-Store) and a ‘performance dashboard’ can be constructed to track a brands performance based on different in-store initiatives.

If you’d like more information on how we use this on behalf of our clients here in Ireland, please contact Dave Smyth or Niamh O’Kennedy

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