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The Swarm
With its mantra of “Reality Remade”, Xperia Studio invited the most talented people of the digital generation to create fun, beautiful, out-there experiences to enhance everyday life for the rest of us. They could pitch anything they liked – as long as Sony's Xperia smartphone was at the heart of the idea. Hot British film and TV director Tom Harper jumped at the chance. Hooked on eyewitness footage of incredible phenomena shot on mobile phones, he wanted to apply this aesthetic to something even more incredible: aliens. Harper wanted to make the world’s first ‘real’ alien invasion movie, shot entirely on mobile phones. A teaser clip showing strange lights in the sky above London was tweeted by members of the crew and cast. It was picked up by UFO bloggers who wondered whether it was real. Another teaser clip was released to film and technology media and bloggers; some were sent Xperia handsets with a preloaded clip and nothing else. Then we released The Swarm, via a premiere on Mashable, along with The Invasion Will Not Be Televised, a documentary about the making of The Swarm. The director, writers and actors all shared links to their online communities. The films raced past 350,000 views on YouTube with no bought media support. But the campaign was less about clocking up views, and more about demonstrating the possibilities of Xperia smartphones. “It’s a clever bit of marketing that challenges creative types to push the limits of what Sony’s line of phones can do,” said Mashable. “This brilliant alien invasion movie was shot entirely on a smartphone,” said iO9. “It’s important to set yourself limitations and then work within them. By which logic this project, from a very hot little gang of British TV talent, should be on a par with Gone With The Wind,” said BBC America. For The Swarm, it was mission accomplished. -
Motilo-Shop together
Shop together, with Motilo we created the only social platform that captures the fun of shopping together for high-end fashion. This unique site allows consumers a way to connect with their friends anywhere in the world and shop together in real time from an edit of luxury fashion items, sourced from partner sites such as NET-A-PORTER, Browns, My Wardrobe, Stylebop and others. To make shopping together work, we created a ‘canvas’ that sits at the heart of the site. This shared space allows shoppers to start a social shopping experience at any time – a virtual changing room. Fashionistas create a ‘look’ using an innovative drag and drop interface to arrange items from the shop onto their canvas. By inviting friends via a Skype-style live video chat they can collaboratively tweak their look until happy. These looks can then be shared to the community or posted to other social networks for comments and adulation. The Motilo service was launched on the 21st October 2011, as an open beta while further development to the sharing shopping service continues. To date, no media spend has taken place to date, so all sign-ups are driven by press coverage and by word of mouth. The number of public looks is increasing and a steady stream of comments is appearing on the site each week. -
E.ON FA Cup 2011
Challenged to provide a rapid response to E.ON sponsorship of the FA Cup, we needed a digital answer that supported their Family Football message and crucially their Get Energy Fit proposition. Our response was a multi-faceted digital activity that spoke to the E.ON customer, the football fan and the local club supporter. We put football at the heart of the online conversation and celebrated this great competition and what it means to the fans. Then we applied a strong footballing analogy to all energy saving activity, making the connection between their love of football and the need to get Energy Fit. We built an online presence with a number of components to help give the audience a reason to return for each round. These included: • The E.ON FA Cup microsite containing the Energy Fit ticket game for rounds 1 to 7 (semi-final). • An Energy Fit Fans game for the final, pitting supporters of Stoke City against Manchester City to see who could generate the most virtual energy. • The Energy Fit Squad who spent time with fans educating on what they could do to get Energy Fit, and a competition to nominate their own local Football Club for an Energy Fit Makeover. • The Magic of the Cup online fanzine, which provided round previews, players and teams of the round information, details of previous giant killers, tales from the dugout and lots of FA Cup related stats. All the work combined to be the most successful year of E.ON’s sponsorship of event, and led the client to claim “WE ABSOLUTLEY SMASHED IT”, helping to unite this great competition with the idea of getting Energy Fit. -
The Hendrick's Curiositorium
Our challenge was clear - craft an online campaign for the much-loved Hendrick's brand - one benefitting of its peculiar past and its dedicated drinks while sparking sales and awareness within the saturated gin market. Our strategy was simple, but effective. Identify and recruit key social influencers into the Hendrick’s Curiositorium social program. Inspire this group to spread the Hendrick’s word. Ultimately leading to advocacy based acquisition. Our answer came in the shape of: The Curiositorium - a site painstakingly hand-crafted to mimic the small batch craft of the gin. An experience where visitors encounter elaborate illustrations and animations that serve to entertain, promote and bring to life the promise that it is "a most unusual gin" and "not for everyone". The Unusual Times - a blog to share unusual things befitting the brand and providing ongoing interest to the Hendrick's drinker. And a carefully constructed CRM campaign that played out in social media and engaged the specific audience; to move them from Mildly Curious to the Wildly Curious category within the Hendrick's world. The launch of the Curiositorium attracted tens of thousands of new consumers to the brand’s CRM program, as the campaign helped Hendrick’s Gin make significant market share gains in key areas. -
Xperia Studio
SonyEricsson Xperia IAB Entry 25th November 2011 Brief Explanation Sony Ericsson wanted to devise and execute a multi-platform brand-building strategy for its Xperia range of handsets. In September, the Xperia Studio was launched. An always-on entertainment platform allowing artists and collaborators to create and share their most innovative content. Sony Ericsson’s Xperia Studio invites a range of creative thinkers, intellectuals and hackers to take its Xperia handsets to their absolute limits, and ultimately to ‘remake reality’. The first round of collaborators involved in the Xperia Studio project includes: - Illutron, a collaborative interactive art studio in Copenhagen - Dr. Joshua Peek, a Hubble Fellow and astrophysicist at Columbia University, NYC - Ed Sloane, a lifelong surfer and innovative surf photographer from Victoria, Australia - Annabel Linquist – an artist and musician from NYC Each influencer project has been video-documented on Xperia handsets and uploaded to the Xperia Studio platform, which also lives on Facebook www.facebook.com/sonyericsson and Twitter www.twitter.com/xperiastudio. This project underlines Sony Ericsson’s heritage as an innovator that continually blurs the lines between entertainment, technology and communications. -
Man Walks into a Barber Shop
Simon Gill, went back to his roots and put his beard on the line to raise money for Oxfam’s Trailtrekker a 100km non-stop walk across the Dales. Visitors were prompted to vote for their favourite beard (from a choice of 8 plus a late challenger beard) as an incentive to donate funds for Simon’s fundraising efforts. The campaign attracted interested from far and wide – first starting with friends and colleagues, but jumping out to friends of friends who wanted to get in on the action. The Northern Monkey beard was a clear winner and was shaved in several days before the walk – ensuring Simon sported the prize-winner and looked clearly daft in the Dales. This fundraising campaign capture people’s imagination, whipped up interested and smashed the target by a staggering 300% - putting the team in the top 4 on Oxfam’s leaderboard. And making a lot of people smile in the process. -
Bt Vision
BT approached LBi with a brief to continue building awareness of their TV service, which also needed to help drive consideration to order. They wanted potential customers to understand how BT Vision would allow them to get more from their TV experience. Meet your personal guide to BT Vision. He's here to tell you all about the different features and benefits of BT Vision with a smile. Let him guide you through all the great ways that BT Vision can enhance your TV experience, where you can even have a play with the BT Vision+ box for yourself. Or simply ask him any questions that you might have - he will answer! You can trust him to give you the right information and advice… and if you ask nicely, he might even dance, smile, blow you a kiss or give you a wave. -
Tweet of the Week
Could 140 characters represent why you're right for the job? Potential applicants tweeted their best line with the hash tag #LBiSMW. Our microsite collected the tweets and displayed them in freshest order. Applicants then used their social media skills to get their friends to vote them up and others down. At the end of the week the tweets were analysed and votes counted. We'd amassed over 170 applications and over 8000 votes. From great to good, to bad to downright weird. Our new intern Jamie started last week and we're sure we got the right person. So our experiment worked. -
Love Is In The Air
Challenge: Early in 2010, Virgin Atlantic released ‘Flight Tracker’, an iPhone app that displays the real-time flight status and information for every single one of its worldwide flights on an interactive 3D globe. Upon its release, Flight Tracker quickly became one of the most downloaded travel apps in the iTunes app store. However, after a few months these numbers began to decline. Solution: In order to improve Flight Tracker’s usefulness, we listened to customer feedback and made some major updates to the app (including mobile check-in). To support the update, we wanted to create a nontraditional, digital ‘something’ – generating a new wave of interest in Flight Tracker. The idea: We teamed up with Hoot Comedy to produce a comedy short about Terry (portrayed by Alex MacQueen of ‘The Inbetweeners’ fame), This somewhat obsessive gentleman can’t quite get over a lady he met while flying on Virgin Atlantic. Story: Really, it’s your everyday love story: boy meets girl, boy falls in love with girl, boy stalks girl with iPhone app, girl is actually a plane. Terry’s tale was born from three creative insights: 1. Flight Tracker is primarily used by passengers’ friends and family to keep track of their airborne loved ones 2. Every plane in the Virgin Atlantic fleet is given a female nickname 3. Virgin Atlantic is arguably the world’s only airline with enough style and character to spawn its own sub-culture of fans and plane spotters. Strategy: Once we’d captured Terry’s heart-rending situation, we seeded the video around the web in key sites frequented by our target demographic. -
Brawling Billboard
The Brawling Billboard To raise money for our charity boxing event, The Brick Lane Brawl, we sold tattoo ad space on the sweaty flesh of one of our boxers via Facebook. By using the social network’s standard campaign page functionality in an innovative way we were able to implement our campaign without incurring expensive developer time. This meant all money raised could be paid to the chosen charity, Help for Heroes. -
Infi Knit
When people are being treated for cancer they're more likely to feel the cold. They may spend a lot of time at home during treatment or recovery, pushing up their energy bills. They often have less money coming in if they’ve had to stop working. That’s why many people with cancer are living in fuel poverty. Inspired by the simple question 'what makes you feel warm?' - we found a simple idea to highlight the issue few realise exists. Simply type what makes you feel warm into the site and the knit-bot will magically turn your message into a knitting pattern and add it to our ever increasing scarf. Two live video feeds allow users to see their message knitted in real time. With each submission acting as a message of support, the plan is for our community knitted scarf to be presented to the government so they can't ignore our campaign against fuel poverty. -
It might just change the world
We Are What We Do is not a charity, or an organisation, it calls itself a ‘movement’. They don’t want your money, they just want you to join in. They're not hardcore activists, it’s all about doing the little things that can change the world. The campaign focuses on a different every day action with interaction in the banners mimicking the action itself. Most of the work was done pro bono and the media strategy was to have distressed inventory on relevant sites. -
D&AD New Blood
The relationship: LBi has been an active member of the D&AD for many years. While some of our creatives have already bagged a lucrative pencil or two, the rest of the agency gets pretty excited about President’s lectures and D&AD workshops. Over the years we’ve also been involved in the education council, helping to spread the digital love amongst the “yoof” of the industry, making us big supporters of the annual student awards and show; New Blood. The work: In 2009 the D&AD approached us to create buzz and excitement around New Blood. Our campaign idea asked the great, the good and the generally quite motivated to pledge “I’ll Be There”. Using famous snapper Nadav Kandar, we shot 6 industry heroes to make iconic and – dare we say it - quite traditional posters. Placed around colleges and agencies, they encouraged students & industry specialists to make pledges of their own & upload to the main D&AD website. And have a little fun with the campaign idea and images in the process. The outcome: Over 7500 pledges were received and blog activity went crazy, with lots of debate around the campaign good and bad - but that’s how we like it. I’ll Be There created a genuine buzz around the notion of celebrity within our industry and demonstrated a rich interplay of “traditional” and digital skills. -
This is Living
PLAYSTATION® 3 is a living, evolving games console - the Cell processor and network platform interact and evolve in real time. Therefore the campaign launch microsite is also a piece of living, evolving entertainment. The idea for the campaign is a virtual hotel and the guests that find themselves there. Visitors can explore their rooms – and discover for themselves what living is all about. The experience changes depending on the time of day you arrive. No two journeys through the site are ever the same. This is a truly interactive, groundbreaking, ever-changing experience. Just like PLAYSTATION® 3. -
Bee Beard
Inspired by the lengths bee lovers will go to get close to their furry creatures, we decided a bee beard was the best way to collect these digital little buzzers. The bee beard, normally formed by placing a queen bee under the chin, was started by our queen bee (Laura Jordon-Bombach) who created the first tweet to start the process. Each message of support is then attached to the beard, which grows over the time. Bee supporters either tweet @davidsbeebeard or use the online titter application to add a bee-message to the beard. The longer the beard the more support the twitition has gained.
Agency profile
LBi
LBi is a marketing and technology agency blending insight and creativity to solve business problems. We work with many of the world’s best brands to help them define and execute their digital strategies. Our strength lies in our ability to bring together diverse teams of digital experts to suit any brief we call it blending, and it's the special sauce that makes our full service proposition supremely useful to our clients. Across our network of 26 offices in 16 countries, we have 1800 digital experts delivering powerful and measurable ideas across communications, service design, branded content, technology innovation, mobile, CRM,digital media planning and buying, social media, EPR, and hosting. Our unique Dashboard product now underpins most of our big client relationships, putting measurement and ROI at the heart of our engagements.
Get in touch with LBi
Contact Email:
info@lbi.co.uk
Website:
www.lbi.co.uk
Address:
Atlantis Building
Truman Brewery
146 Brick Lane
London E1 6RU
Country:
United Kingdom
Telephone:
020 7063 6465
