Advertising The View from the Shard
The View from the Shard sits at the top of the UK and London’s tallest building, providing unparalleled and spectacular 360-degree views of the capital. Views can see London like they never have before.
Futureproof pitched to win the advertising for 2014, which needed to communicate the high-end and premium feel of the experience, whilst establishing the View from the Shard as a must-see London visitor attraction.
Futureproof devised “High Definition”, a confident, elegant and impactful campaign, which makes the most of the spectacular visuals associated with the View from the Shard. The idea is centred on the fact that the experience is the next-level, ultimate version of London.
Seven months ago, London’s views were standard.
Times have changed.
For the first time, The View allows visitors to experience a richly detailed panorama in high definition, larger than their field of vision. It will define the way they look upon the city.
To see London in high definition, there’s only one View.
So far we have extrapolated this design into two campaigns: for Valentine’s and for a ‘kids go free’ half-term offer
The Greedy Book, a website that allows users to make and share wish lists of the gifts they want from online stores, needed to establish itself as the leading site for giving and receiving presents.
We designed an intuitive website that incorporated a unique and innovative bookmark application – allowing users to add items to their lists from anywhere online. Click-throughs and purchases are tracked using multiple data feeds from affiliated merchants, generating commission for The Greedy Book.
We also developed an accompanying iPhone application, which enables consumers to add to their lists when browsing offline. The application uses barcode scanning technology to recognise a product and then instantly transfers its details to a user’s wishlist.
To provide the Football Foundation with a logo for the grant scheme it is delivering in association with its funding partners the Premier League, the FA and the Government (via Sport England).
The Football Foundation is the UK’s largest sports’ charity, dedicated to improving facilities, creating opportunities and building communities throughout England. The ‘Premier League & The FA Facilities Fund’ is the Foundation’s new way of providing grants to support grassroots football across the country.
We created a new logo for the ‘Premier League & the FA Facilities Fund’, incorporating the names of its funders, which has been rolled out across all associtated branding and incorporated into refreshed brand guidelines.
The new logos will be used for:
• External and internal signage
• Football Foundation website
• Online application form
• Large cheques
Monkey's personal life and shameless self-promotion
Comic Relief act as agents for the famous wooly superstar Monkey, known for his appearances in TV adverts for ITV Digital and PG Tips.
In order to help him further his quest for A-list celebrity status, and to promote his merchandise and new autobiography, Comic Relief briefed Futureproof to help him manage his social media platforms.
Futureproof manage Monkey’s Facebook and Twitter accounts, sending out updates in his voice about his personal life. Futureproof combine their copywriting prowess with creative input from across the agency to generate new posts to help Monkey achieve superstardom.
Helping stop fraud
As many as 1 in 7 road accidents are thought to be induced for illicit financial gain. Crimestoppers and the Insurance Fraud Bureau briefed Futureproof to create an advertising campaign to combat this crime, to be used in regional hotspots, as well as a leaflet for a door drop.
Futureproof devised five creative routes for Crimestoppers. The chosen route, “Accident Tomorrow”, highlighted the problem in a simple and inpactful way, using the visual language of road accidents with a twist to make viewers remember the message.
Managing a portfolio of brands online
KMI Brands own a portfolio of beauty brands, including Ted Baker Fragrances, Orla Kiely home products, Fish Soho hair styling, and Naked Skincare.
They were looking for a reliable, agile and creative digital agency to manage their web platforms, both to maintain and update their current activity and to incrementally improve their ROI by improving conversion rates across their social and email content, and their digital platforms.
KMI needed support for their two e-commerce sites, two brand websites, three Facebook and Twitter feeds, and a centralised eCRM system.
Futureproof now act as an outsourced digital department for KMI, using the technical expertise of their Digital team, the design skills of their Creative team, project management and brand guardianship by the Brand Management team, and ideation from across the agency. By combining these different specialisms with a new strategic direction for KMI, Futureproof offer more than a standalone digital agency could bring to the table, providing better value and output for KMI.
Futureproof manage six social media accounts for KMI Brands and the email communications plan, combining content creation, scheduling, posting and community management.
Futureproof are already seeing significantly improved conversion from the KMI eCRM, in particular.
Creative video marketing
Metro International Newspapers publish an annual report about their readership and city life. They needed a series of videos to bring the data to life in an engaging way, to generate interest in their Metropolitan Report.
Futureproof devised a creative look and feel that matched Metro’s modern and stylish urban brand. By analysing the data from the Report, Futureproof could devise four segmentations, embodied in detailed character archetypes, whose lives and attitudes were summed up in a series of videos.
The four videos (‘Louis’, ‘Dani’, ‘Karl’, ‘Marko & Ana’) took a lighthearted look into different urban lifestyles. Using humour and humanity, the videos point viewers towards the statistical nature of the Report whilst maintaining an entertaining tone.
Futureproof provided a creative idea, key art, script, and art direction, as well as their motion graphics skills.
Acting as an extension of the Global Brand Management Team
Diageo needed Brand Management support on Johnnie Walker Blue Label at a global scale when they were launching global gifting initiatives. They approached Futureproof to provide this support due to Futureproof’s unique agency-side Brand Management capability.
Futureproof acted as an extension of Diageo’s Global Reserve Brand Team, managing projects through the innovation process across 89 markets. Futureproof liaised with agencies on Diageo’s behalf and gained approvals from all markets and 200 stakeholders. Futureproof created and distributed toolkits and managed projects through end-toend through Diageo’s innovation gateway process.
Futureproof’s toolkits were described as “world class in terms of design and clarity” by the Diageo Reserve Managing Director.
Turning a Night of Fear into a Night of Hope
World Vision asked Futureproof to launch their new master brand positioning, Every Child Free From Fear, to drive brand awareness and engagement of the brand. The objective was to engage the target audience with a non-financial ask.
Using Halloween as the key moment, we created the campaign “Turn a Night of Fear into a Night of Hope”, focusing on what is traditionally a night of fun and frights for children in the UK, and using this occasion to recognise that some children live in real fear, and not just on one night of the year. 31 October 2013 will be the day we stand alongside children living in fear in the world’s hardest places and show we care.
We asked the target audience to carve a heart into their pumpkins to share this simple and powerful message. This was communicated though a video with TV chef Lesley Waters, and a downloadable information pack including instructions on how to carve a pumpkin. People were encouraged to send their carvings to World Vision, which would then be posted onto Pinterest and Facebook.
The campaign was featured as Third Sector’s Digital Campaign of the Week on 25 October 2013.
Moving from a product focus to acting as an advocate for healthier, wholesome lifestyles
Hovis had found that although it had a large follower base on Facebook, engagement rates were falling and they needed a new strategy and content plan to reverse this decline.
We built on Hovis’s brand strategy, and developed a digital/social strategy that brought to life their need to go beyond the product and reinforce the perception of Hovis as the healthy choice in the bread category. Research into their target consumer, and their online behaviour, led us to focus on certain key content themes, that enabled us to start to shift the tone towards lifestyle conversations.
Using posts about lifestyle topics, games and live-chats we were able to rapidly increase average interaction rates and thus quickly expanded Hovis’s weekly reach. Staying within the strategy, however, meant that we did this while focussing more closely on the target demographic.
Total Facebook ‘Reach’ increased from an average of 2,700 in April to an average of 17,400 in June, which is over 5 times the previous average value. The demographics of the fans shifted strongly to the target ID.