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Broadband Student - Q3 - 2004
BT broke away from it’s conventional audience to target students with their custom made package designed around a 9 month offer. As students are very cynical about advertising that patronises them, or tries overly hard to 'talk their language', we decided from the outset not to be trendy or fashionable. In fact, we decided to ignore all sensible student protocol and present the most patronising, clichéd and stereotypical imagery possible. On top of that, we added a totally ridiculous claim by extrapolating the small saving and benefit of using BT’s Student Broadband to a totally unsubstantiated level. By employing this ‘reverse psychology’ we were able to create dramatic cut-through and engage the student market on a totally non-ad speak level. In this way were able to communicate the offer and achieve targets, but also challenge expectations of the BT brand in lasting way with a market that could provide BT with revenue for years to come. The campaign was extended by a further two weeks as a consequence of its success. -
Colour Chemistry
Dulux asked Agency.com to create an online advertising campaign to promote their new colour swatches. The campaign is aimed primarily at women aged between 25 and 35. Uniquely, each creative execution was specifically tailored around the media format or placement. The Roadblock and Overlay executions both specifically play with the format as part of the ad, with colour swatches climbing between pop-ups or across the screen from banner to skyscraper. The three standard banner executions were specifically conceptualised for dating, fashion and celebrity sites. The art direction in the ads is quite unique. Every movement within the units were originally filmed with a camcorder as live footage; this was then traced, frame by frame, into Flash in order to create a realistic human movement. -
Someone to turn to
The NSPCC asked AGENCY.COM to test online to engage a potential audience of younger donors. AGENCY.COM first identified key donor segments and their motivators. From this, three complementary creative routes were created. The 'Emotive' route targets women below 45, who donate in response to emotional triggers. The 'Rational' route targets males 35-45, with children, who want to see what they will get for their money. 'Go100' targets all segments with the insight that younger audiences can prefer pro-active fundraising to passive donation. The common concept, 'Every child needs someone to turn to', integrates with the TV and DM activity running simultaneously. After two weeks of 'Emotive' being live, click-through for 'seven' and 'alone' averages 10%, while view-throughs already track at 5%. -
Where did the time go?
BT briefed Agency.com to produce a campaign to engage a sector of the broadband market that had to date been particularly resistant to adopting broadband. The key insight is that the audience of harassed and busy professionals is time poor, and feel that Broadband is 'unnecessary'. The 'Time is Money' concept emphasised how BroadBand from BT gives time back to this audience and so becomes highly relevant to them. The campaign was delivered through standard formats, rich media and the viral site www.wheredidthetimego.com. The results from the microsite alone (as at 29th July) are extraordinary: * 631,997+ visitors (DART and log file data) * 25,220 email addresses collected * 258 direct sales of BT BB tracked; a further 442 indirect sales estimatedby i-level. -
Colour Chemistry
Agency.com has developed a new, predominantly rich online campaign for Dulux. The concepts take the colour relationships featured in the current TV campaign to a new level. To achieve the realistic movements of the characters, each ad was shot first on video, using real actors, then illustration was added over every frame in After Effects, giving the final units notable stand out. The campaign was written and art directed by Steven Whiteley, Olly Robinson and Paul Banham. -
Security
The latest online campaign for BT Broadband focuses on security. Using a mixture of standard and rich executions the campaign centers around three different security areas, these are fraud and theft, online child safety and online hackers and viruses. The campaign highlights the risks that are unfortunately ever present to today. -
British Airways
British Airways briefed agency.com to develop an integrated online solution to encourage acquisition of the British Airways American Express Card. The objective of the campaign was to drive traffic through to the American Express site, and then apply for the card by highlighting the benefit of earning BA miles whenever you use it. The creative illustrates how everyday spending can be transformed into British Airways flights just by using your British Airways American Express card. The ads depict a receipt that transforms into a paper plane that then takes you from an everyday setting to an exciting destination. This is brought to life via the use of video expandable rich media banners. -
Autumn 2005
Focusing on two key product departments, Nursery and Electrical & Home Technology, both campaigns aim to drive acquisition whilst encouraging customer retention and loyalty, targeting ABC1 males & females. The interactive ads take the form of overlays, skyscrapers, expandable skyscrapers, MPUs and standard units. A key element of the online campaign is the invitation to interact with the units via simple, yet powerful concepts which highlight JohnLewis.com’s range and quality, with a human touch. For example, increasing the size of your CD collection in turn displays the range of MP3 players available. The innovative campaign also includes ads which use video footage, shot by Agency.com. One Nursery overlay shows a baby sitting in the centre of the screen playing with a pop-up box which reads, ‘We know how playful babies can be, That’s why our nursery range of furniture is built to last’, playing to John Lewis’ reputation as understanding their customers’ needs. This overlay is achieving astounding, industry-average smashing click-thru rates. In addition to the creative Agency.com is responsible for the media planning and buying for the campaigns. The online ads appear on sites including, GQ, Sky Sports, i-Village, Bounty and MSN. -
Help us stop it
The objective of this campaign was to encourage a predominately male target audience to donate £10 a month to the NSPCC. The creative deliberately took an emotive route in order to grab the attention of the target audience and give them a clear reason why donating £10 a month is so needed by the charity. Each execution powerfully focuses on the separate issues that the NSPCC has to work with on a daily basis. These being the physical abuse and mental abuse of children. The creative simply invites the user to think about the abuse from a child's point of view. The results make for stark, shocking advertisements. The campaign is running in partnership with Times Online. -
Broadband
BT’s brief was simple – increase acquisition of Broadband by communicating ‘value’ to the 25-45 target market. With the launch of 1Mb on BT’s basic broadband package, BT wanted the main take to be: Broadband from BT offers you more for the same price. Agency.com interpreted ‘more’ to fulfil and engage consumers at every level – firstly by demonstrating how you could get ‘more’ from education or movies with Broadband and secondly by providing reassurance with ‘more’ security and an ‘easy to get’ message for less confident internet users. The humour of the executions comes from hyperbolising the fact that the characters are getting ‘more’ which is illustrated by giant oversized objects – giant onions, huge glasses of champagne and enormous pies. The charm of the campaign lies in the illustration style which comprises a mixture of photographic and vector elements reminiscent of Monty Python. -
UK Transplant
Agency.com has produced an online campaign for the C.O.I. promoting organ donorship. The campaign consists of six individual units ranging from standard banners to rich media executions including interactive banners and overlays. Using the line ‘you can help give someone a second chance at life' the ads all demonstrate the main benefit of signing up to become a donor. The ads were written by Steven Whiteley and art directed by Olly Robinson. The Creative director was Paul Banham. -
Softphone
Agency.com's viral game, 'The Hi-Def Chamber', uses voice technology to demonstrate the clarity of BT's VoIP software and it's High Definition Sound capability. The viral challenges participants to smash a number of glass objects using only their microphone and the power of their voice. The fact that users can use their own voice is an unusual mechanic; it not only ties in with the product feature, but also makes for an enjoyable and interactive experience. The viral targets tech savvy consumers that may already be using Skype or other VoIP software. The game was written and art directed by Gary Lathwell and Richard Peretti. Creative Director, Steve Whiteley. -
Kitchens that are built for real life
This campaign from agency.com demonstrates what can be achieved when digital is put at the centre of a marketing campaign. 'Kitchens that are built for real life' brings together a strong idea and digital expertise to create an innovative campaign that works effectively across multiple channels - as well as upholding the ethos at the heart of IKEA that quality, design and style do not need to be sacrificed for price. The campaign uses 'IKEA test robots' to demonstrate in an engaging way the extensive testing undertaken to guarantee the quality of each kitchen against the wear and tear of everyday life. By placing rebellious, moody or steamy robots in a range of different real life situations they showcase the depth, style and function of IKEA kitchens to appeal across different lifestyles and tastes. The robots come in all shapes and sizes from 'little angels' and 'moody teenagers' to 'wild guests' creating a series of interesting, messy and funny situations to bring the communication to life. The beautifully designed and textured robots represent seamless 3D design, as well as rich and beautifully crafted animations in the bigger digital formats. The campaign also stands out creatively as it has successfully managed to create a diverse and memorable range of executions within the space of the IKEA kitchen. -
Attractive Prices
The latest creative for British Airways continues the ‘Attractive Prices’ campaign online in a range of standard and rich media units. Instead of using the existing above the line artwork, we chose to create five original pieces that would work harder in the digital medium. In each unit 3D animation is used to bring the illustrated numbers to life using a range of colourful and interesting transitions from one price to another. An added layer is the ability for the user to interact with units such as rotating a kaleidoscope to reveal the diamond patterned prices. The quality of the craft and design coupled with the interactivness of the units guaranteed the campaign had huge standout.
Agency profile
Agency.com
Get in touch with Agency.com
Contact Email:
newbiz@agency.com
Website:
www.agency.com
Address:
Agency.com London
76-80 Whitfield Street
London W1T 4EZ
Country:
United Kingdom
Telephone:
020 7964 8200
