BBC

BAA

Creative Aim

With the opening of BAA’s Terminal 5 in March, BAA needed to raise awareness and create excitement surrounding the launch. They wanted the communication to highlight the unique characteristics of the terminal and position it as a destination in itself.

The Big Idea

We created a restaurant guide with a tailored directory of foodie hotspots and highlights that would appeal to the BBC reader and guide them to the best places to eat and visit. The advertorial guide featured snapshots of the various restaurants and bespoke dishes available at Terminal 5, making the feature gastronomically striking.

A competition mechanic was used to generate excitement around the opening of Terminal 5 - the prize, a first class gourmet trip to Paris, starting with a delicious meal for two in a Terminal 5 restaurant - and this was used as a means of measurement/data capture.

The Delivery

A visually arresting advertorial highlighting Terminal 5's sophistication and wide variety of dining options, whilst promoting it as a destination to start the holiday.

RSPB   

Creative Aim

The RSPB wanted to position itself with potential supporters as a campaigning wildlife organisation that specialises in the preservation of birds. The creative aim was to make the RSPB and its work more broadly relevant to the public, and raise awareness of the wide variety of wildlife that the RSPB is involved with, both within the UK and globally.  

The Big Idea

To capitalise on an RSPB ‘Moments’ campaign, we devised a competition that invited BBC readers to send in photographs that captured their special moment in nature or with wildlife. Entrants were able to check the latest shortlisted entries via a number of relevant BBC websites such as Wildlife, CountryFile, Radio Times, Gardeners' World and Love Earth.

The compeition was launched through a series of advertorials, that featured stunning imagery of wildlife, and these ran in a number of BBC magazine brands.

The winning entries will be presented at BBC Gardeners’ World Live 2008, which attracts over 100,000 attendees each year.

The Delivery

The RSPB  campaign successfully started the long process of not only raising awareness of the key RSPB wildlife initiatives, but also of changing the perception of their target audience.

 Jonny Wright, the RSPB's head of membership recruitment, said: "Working with the BBC is a great way of reaching our audience, both through their magazines and online portfolio. The BBC's incredible audience-reach allows us to make the RSPB relevant to the lives of so many people who treasure the natural wonders of this planet and care enough to want to save it."

Top Gear/Mazda

Creative Aim

To reinvigorate interest in the Mazda MX5 among Top Gear readers
with the limited edition “Mazda Icon”. The campaign had to:

• Raise awareness
• Increase dealership searches
• Generate test drives
• Increase sales

The Big Idea

Top Gear’s Creative Solutions Team created a magazine and web-based “Mazda Icons” campaign where readers could:

• Read an eight-page bound-in advertorial driving people to the site
• Vote online for their favourite motoring icon of the last 30 years
• Play an MX5 Icon driving game 
• See a Top Gear video of the car in action on Stelvio Pass in Italy
• Win an MX5 driving day at Dunsfold Park, home of Top Gear on TV. The campaign was supported by two further three-page advertorial drive-to-web features and an online directional campaign with banners, skys, MPUs and fixed space directional messages on topgear.com. It was also featured in Top Gear’s e-newsletter, mailed to over 100,000 users every month.

The Results

• Over 700,000 individual users to date on the topgear.com/icons site
• 3.174 million plays of the driving game by 2.2 million unique users
• Over 10,000 names and addresses from the competition
• Over 8,000 participants in the icon vote

The Delivery

Over 10,000 names and addresses were captured through the competition mechanic, plus over 8,000 participants in the online research, and to date 3.174 million plays of the driving game by 2.2 million unique users.

Turtle Wax/Top Gear

Creative Aim

To increase exposure in the UK market of Turtle Wax. To get the audience to engage with the brand.

The Big Idea

• We created a stand-alone websiteb entitled “youdirtydirtycar.com”
• Readers were encouraged to send in pictures of their dirty cars via their mobile phones or email
• Winning entries were show-cased in the site’s hall of shame with five cleaning kits being given away to the dirtiest cars of the week
• The site also contained a driving game plus flash advertising for Turtle Wax
• Readers were directed to the site by way of two x ¼ page advertorials and three full page advertorials

The Delivery

The site received over a million impressions over the campaign period.