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Focus Cam
The Brief We needed to communicate the extensive camera technology within the new Ford Focus in a genuinely compelling and therefore sharable way for fans traveling to London ahead of the UEFA Champions League final at Wembley. The Idea Using a rig of 40 HD cameras which shot a continuous sequence. We captured fans caught in a moment of time from multiple angles, rather like The Matrix. They were asked to recreate some of the best moments in the UEFA Champions League – be it a scissor kick, goal celebration, header, or even a fan celebration which was captured and shared onto Youtube, Facebook and Twitter. The experience was supported with an email and banner campaign to draw fans to the event. Hosts with ipads and a wifi-enabled Ford Focus were also on stand providing connectivity to view the videos or explore the car's features in more depth. The results Over 3000 videos in a week, extensive blog coverage and Twitter reach pushed the message far outside of the event and into the wider online world. Depth of engagement was also a real success with some videos being watched over 3500 times contributing to an overall 50,000 views over the week and featuring in the Top 100 Youtube channels for the day of the Wembley Final. -
Vienna Now or Never nights
The Vienna Tourist Board wanted to connect with a 20-something UK audience in a dynamic new way, and transform perception of Vienna from being traditional to cool. Solution Imagination created a multi-channel campaign centred around celebrity brand endorsement in social media. As brand ambassador, Radio 1 DJ Reggie Yates spent 24 hours in Vienna and created film and photo content that he shared online with his 100,000+ fans. These followers spread Reggie’s exclusive content, tweets and blog posts further, sharing it within their own networks. A ‘Now or Never’ competition, launched by Reggie, ran concurrently in the UK’s highest circulation newspaper, The Sun. The competition winners were invited to an exclusive VIP event in central London hosted by the Vienna Tourist Board that connected them with a B2B audience. As a substantial audience grew around the ‘Now or Never’ campaign, it culminated in a stunning 3D building projection that showcased Vienna as a cool, contemporary destination. Broadcast live on the BBC1 News weather broadcast, the 5-minute projection ran for 2 nights and was supported by a Facebook competition to win a holiday to Vienna. Results The Now or Never Night was a highly effective campaign that reached the target audience in traditional and contemporary ways: - 1.5 million BBC1 viewers, “It’s Vienna Now or Never” and “I’m off to Vienna” - Article over 4 days in The Sun, reaching its 3 million readership - 98 press cuttings, including over 50% from blogs - Extensive impressions online including 1.5 million OTVs (Opportunity to View) on Twitter and Facebook - Facebook fans of Vienna Tourist Board rose from 3,076 to a staggering 79,780 in one month - 3D projection watched 13,000 times in first 2 weeks on YouTube Additional results include: - 1,000+ people watched the projections live - 2,000+ views of live blogs during the projections - 165% increase to people viewing tweets about Vienna when Reggie Yates posted a comment, leading to a 78% increase in comments - #vienna3d on Twitter reached a peak of 178,000 people and delivered 480,000 impressions
Imagination
The rapid evolution of communications has brought consumers closer to brands than ever before. People are tired of generic corporate dialogue and are demanding a more interactive conversation with brands, through increasingly innovative methods. We’re an integrated communications agency whose roots lie in live, experiential marketing. Forty years of having close-up conversations with our client’s target audiences has given us hugely valuable insights into the way people wish to interact with brands – not only face-to-face but across a range of channels. We are unique in that we have the full complement of specialists in house, from brand consultants to architects, advertising specialists to interior designers, retail and digital specialists through to direct marketers and event producers. This enables us to look at every problem from broader and more unexpected angles and means we literally build solutions from the ground up across all channels. And we believe it’s more relevant for clients today than ever before.
