the project

With three cutting-edge technology products in the skincare market, Philips ]]> Philips Skincare
Skincare category (brand integrated)
Client: Philips
Agency: Rapp London
Launch date: 2013

the project

With three cutting-edge technology products in the skincare market, Philips is looking to create a differentiated category within this space. Our brief was to ‘create an earthquake in the beauty industry’. The challenge is to play within the category, yet do something with a bold, distinct point of view. The idea won the pitch worth 2.4 million Euros; RAPP has become the lead agency for Philips Skincare.
Update: Ogilvy won the global Philips’ pitch, so the work was put on hold.

the idea

Working closely with strategy, we conceived: ‘The beauty beneath’. The technology at work is all about the power of natural inner rejuvenation working with the body’s own resources, rather than topical treatments. Currently, the beauty category is all about the exterior, however, we wanted to champion a new approach to bringing out ‘inner beauty’ through a new genre of portrait photography: ‘One Shot’. Instead of a fashion shoot with make-up artists and countless exposures, we’re about capturing authentic beauty, in one moment, in one shot.  As well as generating campaign imagery this way, we would also hold exhibitions, public pop-up shoots, a web social platform, and a covetable coffee table book.

involvement

Concept
Art direction
Copy development
Close and iterative client liaison with many stakeholders
Focus group testing
Development of guidelines
Leading all partner agencies

the project

Right now, BACARDI just isn’t cool. ]]> Bacardi 150th anniversary campaign
Client: Bacardi:
Agency: Rapp London
Live date date: May-August, 2012

the project

Right now, BACARDI just isn’t cool. The brand is struggling to attract their target market: young males from 24-29. This year, 2012, is their 150^th ‘birthday party’. The question is: how can they celebrate AND attract a young hipster audience at the same time?

the idea

The activation idea involved BACARDI’s biggest on pack promotion in the UK, ever. Neck collars on more than 1 million bottles drove to a simple competition, along with press, radio and online ads. The idea? To win one of 50 party trunks, users simply had to take a quick quiz to find their party style.

the results

…were phenomenal. We generated 16,844,100 ad impressions and received more than 340,00 page views. The competition received well over 42,000 entries, doubling the predicted target of 23,000 entries. BACARDI also has over 12,500 shiny new Facebook fans now. Result!

involvement
Concept development
User experience oversight
Art direction
Copywriting and direction

the project

Philips wanted to develop their platform, Meaningful Innovations, ]]> Philips meaningful innovations platform
Client: Philips
Agency: Rapp London
Live date: Currently live, view here

the project

Philips wanted to develop their platform, Meaningful Innovations, for the highly influential ‘C-suite’ audience. The brief was to refresh their online presence and create key content to position Philips as a forward-thinking innovator, tackling real social issues around the globe with ground-breaking products.

the idea

We were tasked with refreshing their site, so we created a ted.com-like experience to showcase their ‘meaningful innovations’. To keep the experience fresh, we added live streams of relevant social conversations to every page, plus a news feed. We also wrote scripts and created video content for their flagship projects for the C-suite to watch and share.

the results

The client has been delighted with the result. In fact, the City Touch video was used as the video trailer by their new CEO, Frans van Houten, at the official opening of the Dutch Green Building Council by the Prins Willem-Alexander, Prince of the Netherlands. Almost famous, then.

involvement

Concept development
Storyboarding
Art direction
Copywriting and direction

http://www.youtube.com/watch?v=afJg8n-TPKs

the project

BACARDI is looking to re-position the brand and ]]> Bacardi 2012 Social media brand platform
Client: Bacardi
Agency: Rapp London
Launch date: May 2012

the project

BACARDI is looking to re-position the brand and inject vitality back into its ‘brand health’ by targeting a younger, savvier audience. To kick this off in 2012, their platform ‘It started with a party’ aims to bring influential hipsters together to ‘mix it up’. The aim is to create fresh music and, of course, the year’s most talked-about parties.

the idea

Bring on the music ‘Mix Together’ platform, designed to bring fame to top-rated music tracks, mixed by the public. The idea evolved to be an authentic grassroots music platform, where emerging musicians can get real support from industry mentors as well as support from the BACARDI community. With everything from advice from top music PRs to practical help like providing vans to get bands to gigs, the platform is truly designed give fresh talent that big break.

involvement

Ideation
Concept development
Creative development
User experience oversight
Production agency liason

the project

To celebrate Bacardi OakHeart, a new spiced rum ]]> Bacardi OakHeart
Product launch via social media
Client: Bacardi
Agency: Rapp London
Launch date: October 2011

the project

To celebrate Bacardi OakHeart, a new spiced rum from award-winning rum-maker Bacardi, the brand wanted to encourage sampling – and generate buzz through social media. Since their target audience of 18-24 year old males are on Facebook, the launch became an opportunity to expand their valued fan numbers, showcase the product and drive to retail.

the idea

Bacardi OakHeart is made in a barrel that’s set alight, charred and spiced to create an oaked, smoked flavour. To reflect the product, we created a flaming barrel packed with 1,500 ‘Spin & Win’ prizes. The app was hugely successful. By fan-gating the page, we drove up Facebook numbers by 20,000. As bottles were delivered, the ‘Wall’ was inundated with OakHeart love.

involvement

Concept development

User experience oversight

Art direction

Copywriting and direction

Production management

the project

To take the wind out of Captain Morgan’s sails, BACARDI’s ]]> Client: Bacardi and REVOLUTION bars UK
Agency: Rapp London
Live date: May-August 2012

the project

To take the wind out of Captain Morgan’s sails, BACARDI’s new launch OakHeart needed to drive ‘share of throat’ among young males, from 18-24, as they’re out and about on the lash.

the solution

In partnership with Revolution’s top bars around the country, the answer was a 2-4-1 one mobile voucher app, launched to targeted customer base, in conjunction with O2’s massive databse.

the result

A massive success. The campaign quickly went viral among the target group (who couldn’t resist, clearly) and the bars reported a roaring trade in their happy hours.

involvement

Concept development
User experience oversight
Art direction
Copywriting and direction

the project

Guide Dogs for the Blind runs ‘Sponsor a Puppy’. The proposition is ]]> Client: Guide Dogs
Agency: Rapp London
Live date: August, 2012

the project

Guide Dogs for the Blind runs ‘Sponsor a Puppy’. The proposition is simple: you choose a pup and sponsor your pup on its way to becoming a fully fledged guide dog. Training each dog costs around £22,000 and since the charity receives no government funding, raising money from direct TV channels is critical.

the idea

When these pups are born, they have the potential to save a life. Through their training, they learn to be a blind person’s eyes, saving them from harm in quite ordinary situations for sighted people, like the simple act of crossing a road. Dave Kent, a guide dog owner, has experienced this first-hand. His story – and his relationship with his guide dog Quince – shows just important these little pups are.

the results

…have also been beyond expectation. We tripled the targets set by their previous control ad. The ad, which played during the Olympics, received 8,000 youtube even before it went on air. Many donations came from this channel, which is a first for Guide Dogs, a brand long wedded to traditional media.

involvement

Overseeing concept development
Creative Direction

Watch the ad.

http://www.youtube.com/watch?v=YYtqQxldTlI

The pitch Currently, Mercedes/ After Sales newsletters don’t embody the style, elegance and sophistication of the brand. More ]]> Client: Mercedes UK
Agency: Rapp London

The pitch
Currently, Mercedes/ After Sales newsletters don’t embody the style, elegance and sophistication of the brand.
More importantly, Mercedes (via RAPP) holds enough data about their customers to create personally tailored
emails. As a luxury brand, this one-to-one approach is crucial to maintaining customers and helping them
re-consider Mercedes when they next purchase.

The idea
Using personalised data to inform our design and copy, we created a series of emails throughout the customer lifecycle that reflected this premium brand. With user experience, we showed how email best practice, with their guidelines could create a customer-centric experience worthy of the Mercedes brand. We won the pitch.

Involvement
Creative direction
Ideation
Art Direction
Design development
Style guides
Tone of voice develop

Media:   Retail POS, eCRM, mobile

Agency: RAPP

The pitch

Many of the 8 million people who walk into a Post Office ]]> Sample: Postoffice

Media:   Retail POS, eCRM, mobile

Agency: RAPP

The pitch

Many of the 8 million people who walk into a Post Office every year come in to collect foreign exchange for their holidays.
Yet the Post Office has no data on who they are, which means they’re missing the opportunity to encourage loyalty and up-sell many of their other travel and holiday services. The Post Office wants to be ‘your one stop shop for all your travel needs’. But first, we need customer data.

The idea

To collect this valuable data, we devised a ‘Wish you were here?’ campaign in the Post Office retail space, with off/online sign up. By giving away the details of their next holiday, we can start an ongoing relationship with these customers providing timely offers, tips and services via email and mobile. Over time, this idea becomes the ‘Savvy Traveller’, a social platform for sharing travel tips and hints.

Involvement

Concept development
User experience oversight
Art direction
Copywriting and direction
Tone of voice development
Integration with the data team
Pitch presentation and win!

Media: till-less payment systems, barcode scanning GPS apps, product dispensers, in-store tablets… read on for more.

The project

The DSGi Group ]]> Agency: EMC

Media: till-less payment systems, barcode scanning GPS apps, product dispensers, in-store tablets… read on for more.

The project

The DSGi Group (Curry’s, Dixons, PC World) is the UK’s biggest electronics retailer. Yet the future looks tough. American competitors are circling, ready to tear off their declining market share. We were tasked with helping future-proof their business over the next three years. We had to inject digital right into the heart of everything they do.

The idea

We cherry-picked seven strong trends in digital for consumers and brands. And then we asked: how would these change DSGi? And transform customers’ experiences? To make these trends tangible, we created customer journeys, identifying key digital touch-points. Ideas included GPS-located bar code scanning apps, in-store tablets, loyalty swipe cards, till-less payment systems, interactive surfaces, social media retail, pop-up shops, co-created merchanising and even 24/7 dispensers for small ticket items. So the work translated into real financial returns, we worked closely with business analysts to create a ‘value map’ for all our digital innovations. For we know great digital drives revenue.

The result

At the end of the presentation, the client gave the team a standing ovation. We like that kind of reaction. Many of the proposals are now going forward and coming to a PC World, Curry’s or Dixons near you…