we are sound.

Prudential

Pension Surgery

BRIEF

• Provide a rationale why Prudential customers 15 to 5 years from retirement need to increase contributions to their pensions or re-ignite pension saving
• Deliver a lower cost alternative to, and reach a wider audience than, hotel based seminar events
• Position Prudential as the experts and leaders in retirement planning

CAMPAIGN OUTLINE

• Conducted research into 'Pension Apathy' to understand the perceptions of anticipated retirement income and expected retirement lifestyle vs. the reality
• Using the research to build advocacy with the audience we developed a live webTV programme format called 'Prudential Pensions Surgery'
• The programme included Alvin Hall, the personal finance expert amongst a panel of guests able to offer hints, tips, advice and clarity on retirement planning
• Give customers, and prospective customers, the chance to ask questions to the studio panel live on-air
• Series of HTML emails created and sent to drive audience to view

RESULTS

• Over 23,500 views of the Prudential Pensions Surgery live and on-demand
• 100+ questions sent in to the programme
• Email open rates avg. 15%
• Yielded vast cost savings, resource efficiencies and tangible ROI on campaign investment
• Won NMA Effectiveness Award 2010 for online banking & personal finance
• Shortlisted as Brand Innovation by Marketing Week Engage Awards 2010

National Grid

Student Gas Safety

BRIEF

• Create a dialogue with students
• Communicate the dangers of Carbon Monoxide Poisoning to this 'at risk' target audience

CAMPAIGN OUTLINE

• Source and manage a campaign ambassador that resonates with students - Alan Fletcher, but you probably know him better as Neighbours, Dr Karl Kennedy
• Creation of 10 short form video features - Fletch's top ten tips, to both engage and educate our student target audience
• Creation and management of a bespoke Facebook group to house the content and campaign message - National Grid's Student Union
• Aggregation of the content across multi platform student media environments to drive traffic to the Facebook page. Secondary media partners included Student Radio stations, the NUS and student union websites

RESULTS

• A minimum of 159,000 impacts with our student target audience
• Post campaign research into 1,000 students revealed 40% of students became more aware of Carbon Monoxide poisoning and, of those, 17% had purchased or got their land lord to purchase a Carbon Monoxide alarm*

* (Source: Opinion Matters February 2010)

Bosch

Car Service

BRIEF

• To increase brand awareness of Bosch Car Service Garages, a network of independent garages
• To create a campaign that the individual garage owners could take part in and engage with their potential end customers - make the individual garage owners famous in their locality
• To offer an opportunity for end users to engage directly with their local Bosch Car Service Garage

CAMPAIGN OUTLINE

• High reaching sponsorship of talkSPORT's traffic and travel to increase brand awareness
• Partnership with a number of local and regional radio stations to create a series of pit-stops
• The pit stops ran for two weeks and allowed the public to have a car health check, thanks to the Bosch Car Service engineers.

CAMPAIGN RESULTS

• A brand awareness increase of 13% *
• Leads were generated for the individual Bosch Car Service garages

* Source Opinion Matters September 2009

Rachel's

BRIEF

• Raise awareness of Rachel's innovative range of low fat organic pouring natural yogurt to ABC1 women 35-55.
• Mobilise and drive our audience in store to purchase product.
• Educate and excite our audience and 'own' the new way of consuming yoghurt.

CAMPAIGN OUTLINE

• Created a Partnership with a high reaching broadcast media partner - the Heart FM Network
• Appointment of a campaign ambassador whom resonates well with our target audience - Karen Brady
• A series of bespoke programming features were created providing tips and advice to help our target audience enjoy their mornings more - thanks to Rachels
• The programming features drove listeners online to enter a competition to win breakfast for two in Paris, redeem a voucher for the product, watch a recipe video featuring the yogurt and encourage our target audience to sign up to Rachels Facebook Page

CAMPAIGN RESULTS

• Over 2 million engagements with our target audience
• Over 8,000 competition entries
• Over 3,000 opt in details

Confused.com

BRIEF

• To position Confused.com as the 'Consumer Champion' and a trusted source
• To demystify consumer confusion over price comparison sites
• To communicate that Confused.com are totally impartial

CAMPAIGN OUTLINE

• Conducted bespoke research to provide a platform for Confused.com to comment on: 'The Cost of Digital Britain - What do we value the most - and how have our values have changed'. This positioned Confused.com as consumer champions and provided the audience with key insight and practical advice linked to home insurance.
• Broadcast interviews from the Ideal Home show launched the campaign and further enforced the position of Confused.com as consumer champion.
• Programming Features were also created to provide further radio coverage across a variety of stations providing sustained coverage throughout the campaign
• The Confused.com Contents Calculator app for iphone's was created to offer consumers a walk through home contents insurance. The final screen links you to Confused.com to get a home contents quote and find further information.
• A bespoke video feature was created and aggregated and placed across targeted media partners.

CAMPAIGN RESULTS

• Increased consumer engagement with Confused.com
• Developed a new 'touch point' for their potential audience
• Creation of an asset which was used as a CRM tool by Confused.com

HSBC

Small Business Diaries

BRIEF

• Position HSBC as the approachable experts, who can help with any issues relating to launching and running a small business
• Convey the positive message that now is actually a good time to either launch a small business or consider expansion in the UK and abroad.
• Deliver HSBC's key marketing messages:
  a leading global bank, ideally placed to support businesses looking to trade internationally
  Look after businesses in good times and bad - especially supporting business in Birmingham
  HSBC is Open for Business
  The World's local Bank
• Drive traffic to BRMB.co.uk to view the dedicated pages and subsequent WebTV show

CAMPAIGN OUTLINE

• 8 week programming features - the HSBC Small Business Diaries
• Real business case studies recruited through HSBC database.
• Supported through expert advice features, with Roy Harris.
• 1 week of pre-promotion using pre-recorded trails and live reads.
• 7 weeks of programming features, focusing on shared business issues each week.
• On-air activity directed listeners to dedicated area on BRMB.co.uk.
• Users encouraged to ask small business questions which formed part of the WebTV show.

CAMPAIGN RESULTS

• 8 week cross platform campaign
• Successfully positioned HSBC as the bank in Birmingham supporting business

Jaeger

LinkTo Encoding

BRIEF

• Existing 'catwalk content' had been created by Jaeger
• Sound creative were tasked with making the Jaeger site a more engaging and effective proposition for customers

CAMPAIGN OUTLINE

• Sound Creative encoded LinkTo technology into the existing video content

CAMPAIGN RESULTS

• 27% engagement
• 13% click through
• 300% increase in basket size

Vodafone

Vodafone Roaming Reporters

BRIEF

• Background:
  Vodafone abolished roaming charges in over 35 countries across the globe for the summer period and needed to communicate this offering.
• Objectives:
  To communicate and raise awareness of the Summer Roaming proposition
  To drive customer acquisition
  To support brand reappraisal
  

CAMPAIGN OUTLINE

• A partnership with Absolute Radio Recruited 16 Vodafone Roaming Reporters
• Listeners were invited to pre register for a chance to become a Vodafone Roaming Reporter - 16 Vodafone Roaming Reporters were recruited based on a written entry of 100 to 150 words of copy outlining a recent exciting experience (in report style).
• Winners were called to live to air across four weekends of competition rounds.
• Each Roaming Reporter was sent to a bespoke destination where Roaming is available and equipped with the necessary communication tools to enable them to report back their roaming experiences - a Samsung Tocco Handset, access to a Passport Account, access to Twitter on the handset and a Flip Camera.
• The user generated content captured by each Roaming Reporter was edited into content that was then used to further communicate the Roaming proposition.
• Audio reports were played out across Absolute Radio and three minute video reports were aggregated to a number of high reaching and high indexing online environments.

CAMPAIGN RESULTS

• Successfully communicated the Roaming proposition over the course of a whole summer
• Positioned the Passport offering as an enabler to Vodafone customers
• Impressive engagement rates across radio and online