Fiat Click
Online Hub & Branded Content
Fiat Click a new, hassle-free way of buying cars without leaving home, benefits the manufacturer and the consumer equally. It eliminates the ‘pushy car salesman’ everyone hates as well as the problems associated with recruiting dealers for major metropolitan areas.
The service, first available to residents and workers in select parts of Birmingham, allows site visitors to browse cars, create a bespoke vehicle and arrange a no obligation test drive with a car delivered direct to them. They can order and pay for their competitively-priced car by phone or online – in as few as four clicks. Our challenge was to find a way to introduce the initiative and communicate its numerous benefits and ease of use.
Following experimentation with several interactive techniques, we chose linear video to communicate the customer advantages of Fiat Click, allay potential concerns about buying a car on the Internet and explain how the site worked. As this would be a new proposition for the audience, it was essential that messages were communicated with purpose and clarity. We used simple visual metaphors to demonstrate that the online transaction is secure. We used similar techniques to highlight the convenience of not having to leave your home to arrange a test drive or buy a car.
As there was no certainty that the user would view the content with sound, key words from the voice over are called up on screen and synced to the script. We composited a branded Fiat 500 driving through each scene, facilitated by sharing camera data between After Effects and 3DS Max. This avoided rendering the entire project in 3D and saved valuable time and money for the client.
Microsoft Halo Reach
Halo Reach 60” Viral Doc
The Halo Reach Xbox game was one of the hottest releases of 2010. Our launch film documented the work of six New York mural artists as they painted the entire Westfield shopping centre for the game’s launch.
To create teasers, trailers & mini documentaries which capture the excitement of Microsoft’s experiential campaign promoting Halo at the Westfield shopping centre.
Over the course of 5 days, we documented a team of traditional New York Sign painters as they created 3 enormous murals based on artwork from the Halo Reach game. The decision to paint the murals by hand meant that they generated a massive buzz around the site at the busy Westfield Shopping centre in London. With multiple crews, we meticulously filmed the event as it unfolded, capturing every brush-stroke the artists made in time-lapse and real-time photography. The film was shot and edited concurrently so that the final film could be hosted online within a few days of the completion of the murals, to tie in with the Halo Reach launch date.
The films were posted on the Halo website to further publicise this amazing launch activity and achieved over 34,000 hits on YouTube within a 4 week period.
Häagen-Dazs
The Häagen-Dazs Ä-list campaign
We reinvigorate the UK’s first delux ice cream brand with the creation of a microsite that informs consumers of a brilliant new promotion. A perfect platform on which to reaffirm Häagen-Dazs’ reputation for opulence and luxury.
In the face of growing competition, the UK’s first luxury ice cream recognised it could no longer rely on superior taste alone to excel. A national on-pack promotion offering unique prizes formed part of a major investment to support the brand. D&E were approached to create a microsite for the promotion that would inform consumers about the prizes and encourage them to take part for their chance to win. The site needed to reinforce Häagen-Dazs’ overarching message of luxury and indulgence, yet present a refreshed image of the brand as innovative and relevant to a consumer demographic of mainly 25 – 40 year old women.
We visually reiterated the brand’s central theme of exclusivity and opulence by adapting and embellishing the ‘sequin’ design on the product carrying the promotion. We set details about the promotion and its prizes within a dazzling, ritzy environment to reflect the sense of occasion associated with buying the product.
A world away from the teenage pin-up, the prizes, or ä-list Dates, needed to project charm, maturity and depth. Presenting the actors’ portraits in black and white Polaroid-style photographs connected them to the glamour and sophistication of the Golden Age movie era, while a roll-over turned them sepia to reflect the golden tones of the Häagen-Daz brand. We also needed to create a site that took seriously the ranging ages and standards of computer ability and literacy of its users. We made the site easy to use and navigate by keeping its number of pages to a minimum and by using simple, standard web coding and static imagery to ensure the fastest download time.
The campaign is averaging just over 5000 registrations per month with an average of 58 per cent participants in the target demographic range of woman aged 25-40 years. The total OPT-Ins as a proportion of all registrations has substantially exceeded expectations and is so far calculated at approximately 39 per cent.
Bing is Beautiful
Digital campaign
With the challenge of increasing Microsoft Bing’s UK search share, we were tasked with creating a scalable, rich and educational digital journey that would promote the engagement of Bing as a primary search engine and educate light and medium users on its differentiated product features.
Communicating Bing’s advantage of more visually-organised results, we could engage their 24/7 switched-on socialisers and present an improved search experience.
We created a highly visual product that blended innovative technologies with a hands-on personal, intelligent approach. Viewers go on a ‘day in the life of’ journey that shows Bing’s search functions in action. It is the facilitator for viewers to connect with and discover the various intuitive levels of the Bing search features. It promotes the scope of Bing’s visually differentiating product functions and demonstrates a reason to use the service more often.
Our campaign succeeded to reach just under 23 per cent of our ‘socialiser’ audience and around the same proportion of the technical and gadget audience. Of the 2 million MSN users who received a general MSN newsletter which incorporated our campaign, 30 per cent of the newsletter clicks converted to the search.
Wolf Blass
TV Sponsorship Idents
Building on Wolf Blass’ already strong ties with sport, a unique opportunity was secured to sponsor Sportsline – Sky News’ daily sport highlights programme. The creative had to centre around both the new ATL platform ‘Enjoy The View’, the iconic Wolf Blass eagle and the wine range. High speed filming with our beautiful stunt eagle, ‘Tilly’ integrated with treated sports footage delivered a passionate connection between brand and sport for the male-skewed audience.
