Complete Buxton Case Study

Transcription

Buxton Water Ashes 2013 campaign.
The brief
Our main objective was to design a bottle label that
clearly conveys the Ashes 2013 campaign message
and promotion whilst maintaining the Buxton Water
brand identity and heritage.
This then evolved into a 360-degree activation from
“In Ground” activity to retail POS.
The target audience also needed to be considered
for the brand as a whole. They needed to retain their
home entertainers (using Buxton Water for parties
and general home consumption) and Image Chasers.
Target audience
Buxton Water is the fastest growing plain water
brand, growing faster than Highland Spring,
and is the 3rd favourite/preferred bottled water
(TNS market research).
The Buxton natural mineral water consumed today
fell as rain over 5,000 years ago and is purified
naturally through the ancient limestone of
the Peak District.
Tel: 01908 295750 // cygnusassociates.co.uk // copyright Cygnus© 2014.
Working as part
of an agency team
We worked closely with Buxton Water’s media
agency and a leading sports marketing agency
to design a campaign that worked across all
media channels. As this campaign was rolling
out across offline and online media we needed
to ensure the CTA and creative was consistent.
Why cricket?
Why now?
Buxton Water’s brand ambassador is the England
Cricket Captain, Alastair Cook, and they also have
a partnership with the England Cricket Board.
The Ashes is the only major sporting event of 2013
post Olympic/Queens Diamond Jubilee year so by
leveraging Buxton Waters association with cricket,
we can create a campaign that continues the
excitement and patriotism of the UK and by doing
so, work towards the brand objective of increasing
loyalty to Buxton Water.
The concept
The first step was to create a call to action for the
campaign which would encompass the essence of
The Ashes series. Showing that Buxton Water are
the official mineral water of the Ashes and for
the first time in the last ten years it’s anyone’s game.
The original strategic start point was England’s
Got The Bottle. We built on this to make it more
of a challenging statement and a clearer
promotional message.
Pitch concepts
Our answer
•
Doesn’t focus on England only and is
inclusive of the rest of the Britain
•
More engaging and challenging for the consumer
as it poses a question and invites them to get
involved in the campaign
•
References the light-hearted rivalry between
England and Australia
•
Expresses the courage it takes for any sportsman
to perform when their nation expects
•
References the bravery and patriotism
The integrated campaign
To support the on pack labels and promotion a
national multi-media campaign was implemented.
Railways
& airports
On-pack
promotion
WHSmith
windows
& POS
6 sheets
Press ads,
tactical ads
editorial and
sponsoring match
facts and stats
Twitter
Cash & carry
promotions
Supermarket
activity
The bottle
creative
Thec reativec onsiderationsw erea sf ollows:
•
Give the label a strong cricketing theme
without overpowering the brand
•
Keeping the Buxton brand logo as
the hero of the label
•
Use the cricket players on pack
•
50cl label is the smallest but best
selling product in the range, the creative
had to work in this space
The label design
elements
We made sure the pack featured
the dual ECB Buxton logo
The use of the Lords cricket
ground as the background,
themed the pack without
being too dominant
Increased the
logo in size
We kept the existing
label colours but
flipped them
Call to action
Multi-pack
design
elements
We expanded the
cricket landscape while
keeping the logo as the
first thing you see
We featured the players only on the
multi-pack as we had the space to do
the images justice rather than on the
single bottle labels
Who’s Got The Bottle
key creative design
National
outdoor media
We gave the brand a visual twist and used
the product as players!
We placed cricket helmets from each team on
the 50cl bottles and turned them to face each other.
This brought to life the sense of competition and
banter between both teams.
Who’s Got
the Bottle?
#GotTheBottle
#gotthebottle
To give depth to the key image of the bottles we
created a wallpaper of icons representing the two
cricket teams and sport. We gave extra focus to the
lion and kangaroo icons, this reinforced the patriotism
from each country when it comes to this event.
Instore & point of sale
Point of sale: Esso
STAY IN THE GAME
WITH BUXTON!
2 FOR £1.80
Terms and conditions apply. Available while stocks last.
See shelf edge labels for individual product prices.
Not all products available in all stores.
OFFER APPLIES TO 1LTR BOTTLES
11976 NWT ESSO News Header Board W1950xH250mm (2) LW.indd 1
STAY IN
THE GAME
WITH BUXTON!
23/05/2013 11:01
Newspaper header
STAY IN
THE GAME
WITH BUXTON!
2 FOR £1.80
2 FOR £1.80
Terms and conditions apply. Available while stocks last. See shelf edge
labels for individual product prices. Not all products available in all stores.
Terms and conditions apply. Available while stocks last. See shelf edge
labels for individual product prices. Not all products available in all stores.
Bollards
STAY IN
THE GAME
WITH
BUXTON!
2 FOR £1.80
2 FOR £1.80
STAY IN THE GAME
WITH BUXTON!
Terms and conditions apply. Available while stocks last. See shelf edge labels
for individual product prices. Not all products available in all stores.
11976 NWT ESSO Door Poster W400xH550mm (2) LW.indd 1
22/05/2013 15:23
Poster
Point of sale: Shell
BUXTON
1ltr
S5.13/148
STAY IN THE GAME
WITH BUXTON!
£1
2 for £2
S6.13/138
BUXTON
1 LITRE
Stay Hydrated
Offer includes Buxton 1ltr
11944 NWT SHELL SHELF TALKER 1L (4) LW.indd 1
08/05/2013 15:54
Barker
Offer includes Buxton 1 Litre.
£1
BUXTON
1 LITRE
S5.13/152
£1
BUXTON
1 LITRE
S5.13/152
S5.13/152
BUXTON
1 LITRE
£1
STAY IN THE GAME
WITH BUXTON!
STAY IN
THE GAME
WITH BUXTON!
Poster
STAY IN
THE GAME
WITH BUXTON!
STAY IN
THE GAME
WITH BUXTON!
Bollards
Point of sale: Moto
Generic dump bin
STAY IN
THE GAME
WITH BUXTON!
11990 Moto-Ashes header 900x195 (3) LW.indd 1
13/05/2013 17:30
Poster
Cash & Carry
Gold level POS
Cash & carry
activation
This is a gold package, free standing display in
selected Booker stores across the UK.
Co
WHSmiths
campaign
Window graphics were implemented in WHSmith
including one of their biggest stores in Victoria Station,
London and in their railway/airport stores.
WHSmiths
campaign
Instore point of sale.
WHO’S
GOT
THE
BOTTLE?
WHO’S
GOT
THE
BOTTLE?
#GotTheBottle
#gotthebottle
#GotTheBottle
#gotthebottle
12129 GraphicPanel-SST03_H2184xW474mm (1) SS.indd 1
18/07/2013 11:44
12129 GraphicPanel-SST03_H2184xW474mm (1) SS.indd 2
18/07/2013 11:45
Press
beehives, wagon wheels,
and statistics for the series
Also Log on at lunch and
tea for John Westerby’s
session reports
Get involved with
our brilliant interactive
Social Scoreboard
Press media
The Times – before the first test match we sponsored
a 16pp supplement in the Saturday edition that
featured The Ashes, teams and the challenge ahead.
During the rest of the series Buxton Water then
sponsored ‘Line and Length’.
system malfunctions
Australia captain reveals full repertoire of strokes on another day when
DRS had everyone talking for the wrong reasons, Gideon Haigh writes
Y
Read the day two verdicts
of Mike Atherton and
Gideon Haigh online and
on your tablet from 8pm
Video exclusives
Athers picks an Ashes XI
from the players he has seen
since his playing days
Graeme Swann and James
Anderson in conversation
with The Times
yesterday
ou’re messing with my
career, Darrell,” Mark Ramprakash complained to Hair
of that ilk when disgruntled
to be given out in a Lord’s
Test some years ago. Right or not, at
least Ramprakash knew who to blame.
As Usman Khawaja walked off just
before lunch at Old Trafford yesterday,
he could only shake his head, and
inwardly shake a fist at “the system” —
a technological/bureaucratic nightmare that has become almost a third
competitor in this Ashes series.
Yes, the Decision Review System
(DRS) had another of those days when
it looks like your grandma trying to
make a call on a smartphone and accidentally downloading a snuff movie.
Khawaja, a young man fighting for his
career, was a victim; Steve Smith, ditto,
was a beneficiary. Australia came out
ahead, but the game overall was the
loser,
for
cricket’s
continuing
officiation crisis overshadowed a stoic,
battling hundred from Michael Clarke,
well escorted by Smith.
In the case of Khawaja, Tony Hill,
the umpire, made an honest mistake —
a caught behind from a turning
delivery that left an uneasy Khawaja in
an ungainly position and was the
subject of a convincing appeal.
Doubt abounded, replays multiplied
ambiguities, and technology should
have provided rapid remedy. Yet
despite no definitive evidence to speak
of, Kumar Dharmasena, the third
umpire, elected to uphold the decision,
on what basis one can only surmise.
Hill was then perhaps the only
person in the ground who could see no
reason to give Smith leg-before when
the batsman could only have been
closer to his stumps had he been inside
them. Smith was on nought, and after
three runs in two innings at Lord’s
staring into a career abyss.
Not that it is an unimpeachable
guide, ball-tracker confirmed widespread initial impressions by projecting
an impact flush on leg-stump. Nonetheless, Dharmasena deemed the decision
to be an “umpire’s call”. That it was: a
bad call.
Frankly, these were two “howlers”:
‘As Usman Khawaja
walked off, he could
only shake his head’
the umpiring equivalents of Peruvians
coming from Peruvia, and Gaul being
quartered into three halves. Yet rather
than subtract them from the game, the
DRS cubed them. And from somewhere within the Board of Control for
Cricket in India there emanated a
deep, Mephistophelean chuckle.
The latter decision deprived
England of a referral that would have
come in handy when Hill ventured that
Socrates died from an overdose of
wedlock, and ruled Smith not out
leg-before when the ball would have
struck the dead centre of the wicket.
The only consolation was that Stuart
Broad was the bowler, the ICC’s
unacknowledged Auto-Square-Up-OScope exerting its influence again.
In and around this risible nonsense,
Clarke produced of necessity what he
had been churning out on demand
until a few months ago: a hundred,
albeit after a torrid beginning.
Rather as he has all summer, Australia’s captain struggled for fluency in his
first 30 runs, playing at wide ones,
letting straight ones go that just cleared
the stumps, ducking under short ones
while leaving his bat in harm’s way.
At length he asserted himself with
three boundaries down the ground in
six balls from Swann, two in the air
using his feet. Clarke’s advance on
spinners is not as bold as some others’
— he takes quick, short steps, rather
than his legs forming the prescribed “x”
— but the point is to disturb the
bowler’s length not to annex territory,
and it did the trick as it usually does.
Once settled, Clarke felt his powers
coming back. Three boundaries from
Broad bespoke his class: a superb pull
in front of square, a deft parry over the
cordon, and feathery glide through a
vacant third slip, all from quite similar
balls, short and on the line of the body.
It was reminiscent of Len Braund’s line
about bowling to Victor Trumper: “I
put ’em where I like, then he puts ’em
where he likes.” With Clarke on 99,
Swann set a 3-6 field, and bowled
straight at the stumps from round the
wicket. Clarke found a gap anyway, his
jog through belying the momentousness of Australia’s first century of the
summer. Twice reprieved, Smith
flourished in his slipstream.
Yesterday might be this Test’s best
batting conditions, and 300
look ever more imposing.
Otherwise the days’s mos
batting was by Chris Rogers,
most of the early running, co
positive, playing late an
Unlike most of his team-mat
does not go looking for the b
he waits, plays it tight into
concentration accentuated b
pulled down as low as a boo
Press ad
For the second phase of the campaign we created
a Times ad that used Alastair Cook in a WGTB pose.
Driving people to use the hash tag was key as it has
been throughout the campaign.
We created a specific ad when England
retained the Ashes and designed
a Buxton Water generic ad.
Be a natural
performer
Drinking water helps to maintain
sports performance*
*Drink at least 1.5L of water per day along with a varied balanced diet and as part of a healthy lifestyle
Outdoor
Digital media
Digital media screens in mainline railway stations and at
Lords and Old Trafford cricket grounds with live tweeting.
“This was the first time
Nestlé Waters have ever
done an interactive poster”
Andrea Cahill, Buxton Water brand manager at
Nestlé Waters, said:
“The Ashes always creates such excitement and
so it made sense to launch a campaign playing
on the light-hearted English-Aussie rivalry.
We came up with the ‘Who’s Got The Bottle’
campaign to inject some fun behind the
Buxton brand as well as grab consumers’
attention and rally their support for the home
team. We’re proud to be involved in such a
creative campaign that not only creates a buzz
at such an exciting time for sport but also
highlights Buxton’s British heritage.
We’re confident that our multimedia campaign
will gain visibility nationwide and remind
consumers of Buxton Water wherever they are
enjoying the cricket this summer.”
A quick reminder about Cygnus
•
For over 20 years we have gained comprehensive
experience and knowledge across most marketing
sectors and channels. We have a solid track record
of applying integrated thinking to big innovative ideas
that has seen us recognised as both a Design Week
and RAR Top 100 agency.
We are also members of the Design Business
Association (DBA) and as such we are committed
to the following:
•
Best practice to achieve effective design
solutions to better our clients’ business
•
Competence in providing measurable
value for our clients’ investments
•
Professional indemnity
•
Accurate and clear financial reporting
•
Through our skills and experience we can offer
a range of creative services that deliver results
Marketing Strategy
Through years of experience and investment in
time with our clients we have gained an in-depth
knowledge of both them and their market position.
Firstly we look at their competition and the wider
market to attain a thorough insight before we even
begin to advise on, and develop intelligent and
effective integrated communication.
Graphic Design
Whatever the sector or discipline; from retail graphics
to ad campaigns, brochures to packaging, catalogues
to corporate identity and direct mail to product
launches, we have the expertise. Cygnus answer
briefs imaginatively and intelligently as we look to
deliver results that are exceptionally creative and
commercially effective.
Digital Media
We offer our clients a full suite of digital marketing
solutions that encompass the latest technologies
and platforms. These include: websites, ecommerce
sites, email marketing, social marketing, iPhone and
Android apps, content management and secured data
management services. These solutions can either
integrate and support traditional media campaigns
and identities or stand alone in their own right.
Our clients choose us because
We’re both friendly and professional, we listen, we
attend to their every need, we solve their problems
through intelligent solutions and we deliver on time
to their budget.
Above all, our clients trust us.
Ben Blake
Marketing Controller at Nestlé Cereal Partners UK
‘I have worked with Marc and the guys at Cygnus
over several years and have always found them highly
professional, as well as great fun to work with.
They produce work of a high standard, offer great
value for money and can always be relied upon to
deliver to tight deadlines.’
Neil Downing
Marketing Manager, Mercedes-Benz Cars Customer Services at Mercedes-Benz (UK) Limited
‘Marc and his team have proven to be reliable,
creative, professional suppliers and always work
with us to produce business solutions that meet
our requirements.’
Rachel Waters
Sales Development Manager at Audi UK
‘Marc and the team at Cygnus have continued
to deliver high-quality pan-european marketing
communication projects for Amway for many years.
Their adaptable approach to a dynamic business
environment coupled with a wealth of creative ideas
have resulted in a fruitful partnership and facilitated
delivery against strategies and plans.’
Howzat
We’re the
communication
experts that offer
more than just
words and pictures.

Complete Buxton Case Study

Transcription

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