this is printed on recycled paper introducing joshua g2 1 st september 2009

This is printed on recycled paper

Introducing Joshua G2

1st September 2009

2This is printed on recycled paperJoshua G2 ©

A challenger brand needs a challenger agency

• We challenge the status quo, looking for original insights, developing robust ROI strategies, mining the database, reviewing customer segmentation opportunities and continually testing and learning from our findings.

• We recognise that there is never one solution to getting the right results. That’s why our ideas work hard against any touch point or media channels.

• We offer a unique blend of skills in the areas of brand awareness, sales activation. promotional marketing and on and offline CRM strategies.

• We work at the sharp end. This means visiting factories, talking to those at the coalface, the operators, the sales force, the trade, leaders of opinion, your data department. We listen to your brand’s advocates and critics alike.


Why we are the right agency for you

• We have a strong track record in creating total campaign ideas

• We define a clear and differentiating emotional benefit beyond product and services

• We create ideas that work across the total path to purchase

• Our Insights Team help us have a deep understanding of consumers needs and their buying behaviour

• We create cost effective response driven communication

• We prove beyond doubt the effectiveness of our communication

• Like you, we are also a challenger brand

• We set our vision transcending category conventions

• We have a new perspective on the possibilities of the category

We have done this for retail, on-line and subscription based brands


We clash our

diverse specialisms

together to

generate an original

creative spark and

deliver big results

We call this Brilliant Impact

How we deliver cut through effective ideas


We deliver ideas across the total path to puchase through traditional and non traditional channels

Digital runs through everything we do

OnlineBenchmarking

Accessibility

SEO

Online, Campaign & Viral

In-store screendesign

Bluecasting

Kiosks

Print PPC

Affiliate

SMO

ECRM

Design

3D

Broadcast

Mail/Inserts/Door Drop

Email

Data Analytics

Online Advertising

Web Design

Print Data Management

Analytics

Modelling / Segmentation

Loyalty Schemes

POP / POS

3rd Party Promo’s

Loyalty Schemes

Brand Architecture

Identity

DRTV

Database Consultancy

Press / Posters

Database Solutions

Online Advertising

Brand Consultancy

Brand Advertising

Sales Promotion

Direct Marketing

Response Advertising

CRM & Data

Awareness Engagement Acquisition Retention


Our clients


Effective response driven communication

The Task

The Post OfficeTo re-launch the Post Office proposition nationwideTo handle the in-store and retail marketing related material for 14,000 outlets

Macmillan Cancer SupportTo develop an integrated brand response campaign to change perception of the charityTo increase the database and subsequent donations – media included DRTV, Press, Outdoor, DM, Inserts and web advertising

NestléTo develop an integrated new customer acquisition and CRM strategy (using on and offline communication)To demonstrate a viable ROI, in the face of own label and price cutting competitors

Allianz InsuranceTo develop a brand strategy and integrated comms campaign for the launch of the new insurance brand proposition

GoldfishTo re-brand and re-develop the Goldfish website to support online account management and rewards redemptionTo integrate fully and securely with an existing online account management platformTo develop a new simplified and cost effective customer registration process

Cobra BeerStretch the brand from consumption in the curry houses to the pub and off trade environments

The Results

The Post OfficeSales increased by almost 20% across all categoriesand travel specifically: 30% - now the UK’s number two provider of travel insurance and currency

Macmillan Cancer ResearchIncreased public awareness, changed perceptions and a vastly motivated staff and stakeholdersThe Data Strategy award 2008 for best use of data charity increasing average first year gift value by 10%

Nestlé£9M in incremental to income; household uplift above 30% for redeemers and collectors; 250,000 scheme members; online registrations + 50%; converted 2% of prospect file to the scheme; 2007 Data Strategy award for best use of Data for FMCG brand

Allianz InsuranceDeveloped a business strategy, brand strategy, naming and branding solution, launch plan and on-line creative concept.

GoldfishThe account centre usage increased from a negligible figure to 20,000 + users each week

Cobra BeerIncreased perception of the brand for on-off trade channelsSales increased YonYThe comms burst in 2007/08 raised sales by 42%.


Three successful stories in more details

A successful challenger brand with its own retail outlets

Developed a variety of yearly and seasonal integrated comms campaigns

Use of traditional and non-traditional channels

Generation of PR activities as a segueway of the brand experience activities

High-impact creative outputs

Developed a fully integrated comms campaign

Challenged proposed channel approach to maximise ROI

Created a strong brand mnemonic to generate awareness and PR buzz

Helped mange third party relationship

Challenged category conventions

Challenged media mix

Created a strong brand mnemonic to generate awareness and emotional connection

Increased sales and exceeded targets during economic downturn


The Task (from Client)

To develop a campaign to launch new Swatch products

The Task Reframed (by the agency)

To challenge the way young people think about watches

To establish Swatch as an icon that stays with consumers and changes as they change – be it in lifestyle, fashion trends, moods, seasons and taste

Ensure young people over the world embrace the value of freedom of self expression

To transcend the brand from an annual special present to a more everyday treat

Total Campaign Idea

Celebrate Change

Execution dramatised spontaneity

Results

- Developed a 3 year repositioning strategy contributing to 25% yr on yr sales increases

- Achieved 500,000 site visits and 60,000 extra sales in one month (Feb 2009)

- A ROI of £6 on every watch sold (2008)


TV

Outdoor

Press

Please view attached video: Swatch-crono.mpg


Event and brand experience

In-store

Web

With the theme of Parcours and flash mobbing at the opening of new stores we created PR buzz


The Task

To break the usage habit the current Nectar users were in and inspire women to collect more points in more places

To select key media channels and touch points to better deliver the message and maximise the marketing budget.

To increase awareness: we opted for TV (first TV campaign in five years) supported with Women’s weekly and National Press and online comms including banners, sponsor pages, e-store banners and emails.

Agency project fees - £200k. This figure excludes production costs. This budget was allocated to a core team of specialists composed by creative, planning and account handling.

Total Campaign Idea

Be wise with Nectar. Collect what’s yours

The campaign introduced a ‘purse character’ with an insatiable appetite for Nectar points to inspire mums to use their Nectar cards more often and in more places

Results

300% uplift on Ebay swipe activity, compared to previous quarter43% uplift of nectar.com website traffic compared to previous quarter


Press and outdoor

TV

Please view attached video: Nectar-ebay.mpg Please view attached video: Nectar-homebase.mpg


Web - homepage Sponsor pages

Homepage flash and non-flashhttp://80.169.154.240/nectar/home.nectar.htmhttp://80.169.154.240/nectar/home.nectar.html-alternative.htm

http://80.169.154.240/nectar/bp.nectar.htmhttp://80.169.154.240/nectar/ebay.nectar.htmhttp://80.169.154.240/nectar/ebay.nectar.nocookie.htmhttp://80.169.154.240/nectar/edf.nectar.htmhttp://80.169.154.240/nectar/homebase.nectar.htmhttp://80.169.154.240/nectar/play.nectar.htmhttp://80.169.154.240/nectar/play.nectar.nocookie.htm


eStore

Collect Points Consumer email

eStore banner

http://80.169.154.240/nectar/earnPointsHome.nectar.htm http://80.169.154.240/nectar/email/email.html

http://80.169.154.240/nectar/howto.nectar.htm http://80.169.154.240/nectar/eStoresHomepage.nectar.htm


The Task

To reposition the brand from being a populist investment house to an expert organisation in order to attract funds from other investment houses rather than try and attract new money.

We achieved this in three ways –

1. By understanding the audiences barriers and enablers to purchase more precisely

2. Bringing a new confidence to all communications and

3. Tightening up on media to focus on sophisticated investors and IFAs and reweighting spend to deliver a much stronger online presence

To achieve maximum awareness on a modest budget, and to create an emotional connection we ‘transformed’ the ampersand device from the new logo into the hero of our campaign, dramatising the freedom and confidence M&G’s fund managers have to react to market conditions.

The Total Campaign Idea

‘It’s what we add that makes the difference’ – deployed across a wide range of touch points: press – standard and innovative formats (i.e. cover wraps); banners; DM; outdoor; website; giveaways and conference widgets

Results

Significantly increased enquiry rates to all responsive communications.

Shifted perception of M&G in the eyes of the target audience as an expert in core capital growth for the target audience.

IFA’s perception of M&G’s performance has moved from 10th to 7th (Investment Week).

Contributed to a number of M&G funds increasing market share and maintaining top quartile (and in some cases top decile) positions in comparative industry tables.


Year 1 ‘Re-launch’ 2007

Press

Taxi

Online Banner


Year 2 ‘Music’ 2008

Press and Outdoor

Direct Mail

Online Banner


Year 3 ‘Powered by M&G’ 2009

Press

Taxi

Direct Mail

Online Banner

this is printed on recycled paper introducing joshua g2 1 st september 2009

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