Helping create Synergy and establishing a new brand connect
Flight Centre Travel Group, Australia, one of the world’s largest travel agency groups acquired Travel Tours, a premier travel agency in South India. The acquisition demanded leveraging the strengths of the two brands, creating synergy between the brand identities, and to create a sense of assurance between their existing customers under one brand, Travel Tours.
We helped in positioning the brand under the umbrella of Madras’ 4 values, used Travel Tours’ heritage with FCTG Australia’s connect, and lent the identity across all media.
Creating a movement for the community to wake up and face the challenges affecting the agriculture industry
For several years the plantation and agriculture industry in India has faced a number of challenges: climate change, lack of water, rising labor and operational costs, and talent drain, just to name a few.
As the United Planters Association of Southern India’s (UPASI) creative partner for their 125th year summit, we created “Winds of Change” to drive attendance and active participation within the community to get them to start addressing these challenges with viable solutions that are future-proof.
“Winds of Change” marks the beginning of a new era of growth and progress for the industry and a rallying cry that unites people. And most importantly, it is a movement that promises to take the plantation and agriculture industry back to an era of progress and glory.
Patheon, a part of ThermoFisher Scientific, has always stood for making tomorrow’s medicines available today. While that story resonated with clients, they needed to dive deeper and let the market know HOW they achieved this goal.
“Made With” puts a face on pharmaceutical manufacturing by celebrating the actual employees who bring their expertise and commitment to deliver life-saving drugs to the market. It tells real stories of how the brand makes, solves and delivers for its clients. In each case, it always comes down to a combination of heart and science. This campaign brings emotion to what had been a purely scientific category. Through powerful and artful photography, we brought to life the human ingenuity that sets ThermoFisher’s Patheon business apart.
CREATING A PERFORMANCE PLATFORM FOR AMERICA’S BEST SELLING VACUUM BRAND
The vacuum head had not changed in over 50 years. And no one seemed to notice. Except for Shark, that is. They realized that many of the problems people took for granted while vacuuming could be solved if they engineered an entirely new structure. It was a brand-new technology called DuoClean, and it changed the game. But how do you tell the world about an amazing innovation that literally no one was waiting for?
Go in depth. We used CGI and motion control cameras to create a TV spot that explained common vacuuming problems, and then DuoClean’s solution, at a granular level – literally. We even art directed our dirt, by making it bright, vibrant and eye catching, rather than drab and depressing. With slick camera work and editing, more like a car ad, consumers understood that something big was happening. We then re-edited highlights of our spot into multiple social posts, and let them go to work.
CREATING A PERFORMANCE PLATFORM FOR AMERICA’S BEST SELLING VACUUM BRAND
For the 2017 holiday season, Shark had to launch two brand new vacuum products in a very crowded market: a cordless vacuum and a robot vacuum. TV and social were required to build demand for these products. Immediately.
To meet this challenge, Madras partnered with a one-stop production and post-production house, to shoot both products, each with their own spots.
The approach for TV utilized powerful product performance moments to highlight the heroic role these inventions can play in everyday homes.
For social, Madras utilized the footage from the shoot to develop a dozen unique and “snackable” shorts (7-10 seconds) for each product, communicating the key message in the first three seconds.
The results speak for themselves, The Shark ION Robot quickly became a hot item on Amazon and the Shark ION Flex 2x did very well in retail throughout the holiday season.
Standard is India’s largest fireworks manufacturer, and consequently one of the largest in the world. But they lacked the firepower to sell internationally, and asked us to create a brand that would carry their 500 SKUs across both a rapidly-gentrifying India, and the world.
We leveraged the fact that each type of firework had its own character and set about creating the back story and personality for each one, from angry soldiers to enigmatic acrobats which resulted in a crazy, beautiful, imaginative world.
Lenovo has multiple product initiatives, many of them co-branded communications, delivered to 30 countries. All marketing activities need to be adapted to the market as well as holding true to the brand.
Our wide knowledge of global markets and cultural differences enables us to adapt and deliver globally-designed marketing materials that speak to local audiences, with quick response times. We created a seamless integration with the client’s existing Digital Asset Management System and our own proprietary order management system, eliminating the need for any technology adjustment or additional investment on the client side. This allowed us to offer multi-level system interactions enabling the client to track, monitor, manage and approve campaigns from a single platform, speeding time to market, driving efficiency and giving substantial cost savings.
We translated print and digital advertising, product videos and catalogues, direct mail and point-of-sale from a global template to thirty markets.
We now handle all design production across Lenovo’s North America,
Asia Pacific, Australia and EMEA regions.
Helping a logistics company make better connections
Founded in 2014, Deliveright created the first technology driven logistics solution for the white glove delivery industry.
We developed the logistics company’s identity based on a modern, tech-driven look and feel. From the logo to the full website, everything drove home the brilliance and simplicity of their breakthrough platform.
Today they are the acknowledged leader in their sector.
INTRODUCING A DASH OF INTRIGUE TO A CONSERVATIVE INDUSTRY
Salt Financial has reinvented one of the financial industry’s favorite practices: ETF investing. Their breakthrough discovery and brilliant thinking gives ETF investors an opportunity for higher returns while maintaining the same conservative risk factors. With this real advantage, they believe that Salt should be a part of every financial portfolio. However, it is a new brand, and a completely unknown company. It needed an identity that could break through.
Based on extensive research and collaboration with our clients, we created a positioning, tone of voice and look that provided a jolt of distinction to a very conservative industry. From brand colors, to fonts, to tone of voice, everything about Salt showed its uniqueness, while not sacrificing credibility amongst its very discerning clients.
While most businesses were embracing social media, they were looking at it as a one-dimensional expression: create something in social that drives clicks, shares and sales. French Connection wanted to see if social could influence online sales as well as for brick and mortar.
Let’s go ‘Phy-gital.’ We created a seamless, integrated real-time experience with the #canthelpmyselfie campaign. It combined social and the selfie phenomenon with in-store, online and mobile.
Launched at a celebrity and press event at the brand’s flagship Regent Street store in London, shoppers took ‘curated’ selfies in-store, posted on social media, and were simultaneously shown in-store windows for interactive display, turning their selfies into five seconds of fame.
Participation and a single aligned ecosystem of channels made the campaign hugely successful, which made millennials reappraise the brand. All with no media spend.
4 millionSocial impressions
Increased store footfall & extensivePR coverage
Free celebrity endorsementfrom Made in Chelsea stars