Customer Experience Marketing
World Vision wanted to expand their child sponsorship face-to-face fundraising activity to incorporate a greater number of appearances at Events & Festivals in 2013, and they wanted to do this in an engaging, interactive and educational way. Futureproof was challenged to create a bespoke, highly engaging consumer experience that showcases World Vision’s international work at exhibitions, festivals and shopping centres around the UK.
The creative response was required to create two things; engagement and interaction.
The chosen creative idea was ‘Reactive’, the execution includes a reaction to the stand which creates a feeling of empowerment.
A set of large scale artwork with accompanying branded de-coder glasses was produced. The artwork is on first glance an illustration of despair, depicting some of the terrifying facts of life for children living in some of the world’s poorest places – young girls being forced to marry, children forced to work in mines, no schools or healthcare facilities, no clean water and very little food. When the glasses are then put on the illustration changes to one filled with hope, clearly revealing the life changing effects child sponsorship can have.
The glasses were designed to empower the wearer, clearly revealing the incredible difference that they could make to a child’s life.
Photos and results pending
SMA had recently repositioned their brand and needed communications to reflect this. Futureproof was asked to work across digital and direct mail, updating touch points accordingly. The overall goal was to place SMA as the go-to brand for support, advice, and ultimately their infant formulas.
Futureproof completed a proprietary strategy process to translate the new brand positioning into a thorough strategy that could be applied across all media. For the direct mail, we designed a traditional welcome pack, and an innovative bottle-shaped piece to promote SMA’s NPD.
We conducted a thorough review of the website and proposed improvements to the look and feel, and content structure. As part of this process, we held a photoshoot with parents and babies, and ran user testing, to create an optimal and logical user journey with imagery that reflected SMA’s new positioning and better engaged with mothers.
Over 400k DMs sent out.
Digital aspect of project on hold pending Nestle buy-out of Pfizer.
Engaging instore communications to lead and grow the category
Freixenet wanted to show retailers the ability of its product portfolio to lead and grow the category through engaging and relevant in-store communications.
Futureproof developed a year’s plan of in-store activation promotions, relevant to individual retailers as well as meeting brand and product-level objectives. The individual executions were built on brand and shopper insights to deliver compelling, sales-driving plans.
Bringing artisan ciders out of Somerset
Orchard Pig was looking for marketing and communications expertise to help realise their ambitious growth plans. They needed an agency that could grow their consumer and customer base through excellent communications, delivering short-term objectives and long-term growth.
Futureproof developed a strategic approach that informed a full year plan across the on and off-trade. By building on consumer insight and brand truths, we demonstrated our ability to develop the brand from day one.
Changing common perceptions of India and its cuisine
The Spice Tailor sought to break the indulgent stereotype of Indian food and offer a healthy alternative. Consequently, they created a range of light and fresh Indian sauces that redefine home-cooked Indian food.
Futureproof was challenged to develop a campaign that reflected the brand’s creative and vibrant approach, moving consumer perception of Indian food from heavy and unhealhty to simple and light.
We developed the brand idea ‘Rethink Indian’ and executed this through ‘Spice Night’, an interactive digital campaign.
Mirroring what the product does for the sauce sector, the idea encouraged consumers to rethink Indian cooking at home. The Spice Night campaign was developed to secure the buy-in of over 150,000 new consumers to the brand, and also drive sales with their major retailer.
Spice Night came in the form of a weekly cook-along with Anjum Anand, hosted on Facebook with weekly promotions to drive repeat visits and purchase. A Facebook app was created to facilitate interaction with the brand, allowing users to map their culinary journey, communicate with friends and enter competitions.
Saving and protecting children in the world's most dangerous places
World Vision asked Futureproof to develop an inspiring and engaging new charitable product, focussing on fragile contexts and undesignated funds to help save children around the world.
We developed Raw Hope, a £10 monthly pledge to protect children living in the world’s most dangerous places from physical harm and exploitation. Acknowledging the need for the target market to gain a greater insight into the dangers facing these children, Futureproof created a product that combined the raw reality of their situation with the hope World Vision brings.
The campaign succeeded in providing an inspirational and engaging, new charitable product. It was launched through face-to-face fundraisers and telemarketing, aided by various sales tools, posters and a promotional video.
In order to combat the high attrition rates prevalent within the charity sector, we created a monthly eRM that featured a three minute video, providing insight into where and how the donor’s money is being used. The email focusses on one country each month, revealing the challenges it faces, and shares the stories of courageous children who have had their lives transformed thanks to World Vision.
Communication to engage and empower over 6,000 Publicans throughout the UK
Enterprise identified the need to re-establish itself as a force for good within the UK pub industry, starting with the relationship with their Publicans. Enterprise had traditionally allowed their behaviour and business results to dictate their corporate positioning, with their quarterly communications to Publicans being directive and commercially focussed.
They sought to re-engage the Great British Publican with a communications platform designed to empower Publicans to increase trade.
We created an all-new communications platform called ‘empower’ to fit the strategic aim of ‘empowering the Great British Publican’. Operating across both digital and traditional platforms, the communications are designed to deliver consistent, frequent and targeted messages.
The communications include a monthly newspaper and deals supplement, a weekly email, a regular text message service, and a fortnightly staff email. Futureproof ensures all content is credible and purposeful, focussing on giving both Publicans and staff the information they need to feel empowered. This in turn helps to change the perception and performance of Enterprise and its pubs.
A holistic communications platform developed across media channels to reflect the updated positioning of Enterprise as an undeniable force for good. Credible, forward-thinking communications are bringing Enterprise Publicans to the forefront of their industry, maximising the opportunities available to them.
We continue to provide the complete support necessary in ensuring the company strategy is being communicated through every interaction. empower has strengthened the level of engagement between Enterprise and its Publicans, providing the foundations for a positive and profitable future relationship.
A fresh approach to a classic brand
Hovis conducted a report into sales of their Hovis Homebake product and found that of the 40% of UK households which purchased part-baked bread, they did so only six times a year.
Recognising the need to raise brand awareness, Hovis gave Futureproof a brief to drive trial of the product and increase the frequency of consumers buying Hovis Homebake. The focus was to portray the brand as delicious, premium and unique; benefitting from a long shelf life whilst having the same great taste as freshly baked bread.
Futureproof launched ‘Bread, But Better’, a press campaign focussed on highlighting the benefits of Hovis Homebake over normal bread – a more indulgent, tastier bread, with all the wholesome goodness of Hovis but now even better.
We developed two adverts, ‘Shall I carve?’ and ‘More than just a bit on the side’ for the Hovis Homebake range of bloomers and rolls. The adverts feature Hovis Homebake as the main meal with traditional dinner food relegated to a side plate, emphasising the strength of the bread as a dish in its own right.
The adverts will feature in Tesco Magazine, which was listed as the second largest distribution magazine in the UK last year.
Changing the face of the PubCo industry's biggest name
An increase in pub closures, and increasing pressure from lobbyists to review their business model, catalysed Enterprise’s need for a total rebrand. They wanted to establish a fresher, clearer and more transparent identity.
Futureproof was tasked with the refreshing the brand, building it to reflect Enterprise’s new strategic pillars: collaborative, enterprising and community champion. The refresh required a total brand rejuvenation, including logo redesign, brand guidelines, clarity on tone of voice, and prompted a revision of their communications platform.
We modernised Enterprise’s brand, establishing blue as the main brand colour and creating three other colour palettes to facilitate differentiation between documents, whilst maintaining brand heritage by keeping the eagle from the original logo.
To ensure branding stayed consistent, we devised a comprehensive set of brand guidelines, detailing everything from photography style to correct logo usage. We also act as Enterprise Brand Custodians – every piece of work created by an external agency has to be checked by us to ensure the highest levels of brand consistency are maintained.
All of the above helped to reflect the repositioning of the Enterprise brand.