2006 – Audi RS4

Visit Sinister Beauty – 80 000 people eaten for breakfast

The campaign certainly gave people a taste for the shadows: so far it has generated 13.4m advertising impressions in total across the campaign, a click through rate of between 2-5 times industry average, and well over 61,000 people have experienced the RS4’s lair at www.sinisterbeauty.co.uk.

Audi were launching the RS4, a powerful, stylish sports saloon and their fastest production car ever. They wanted to use the RS4 to create a “halo effect” on the Audi brand: to help build Audi’s reputation for producing exciting new vehicles and drive its overall image as a progressive, prestige brand, as well as increase interest in the A4, the RS4’s more affordable younger brother.

The TV campaign cast the RS4 as a deadly spider, devouring other cars: we were briefed to extend the TV ad into a digital brand experience to engage the target audience and increase the time they spent with the campaign.

We wanted to use the aggressive, menacing personality of the TV ad, but we had to be true to Audi’s sophisticated, intelligent image. So, in line with the predatory nature of the RS4, we developed the style of previous TV ads to create a tone which we described as “Sinister Beauty”. We then extended Sinister Beauty across the whole digital realm, including a website, online advertising, Transvision screens, and mobile, PSP, iPod and iTV content.

It was Audi’s most successful iTV experience at that time.

See Beneath, a sinister short film

From podcasts to PSP – download Audi Podcast

How long before you get eaten?

Chris Hawken, Brand Communications Manager at Audi comments: “Using a vast number of digital communications channels is a first for Audi, and this strategy fits perfectly with the brand proposition of the new RS4 – high performance and true ‘Vorsprung durch Technik.”

See the RS4 campaign showreel.

Awards:

RS4 campaign was a 2006 Cyber Lion Finalist – Interactive Campaign

2006 FINALISTs London International Awards – Interactive Media

2006 – The Audi Q7 CD-Rom

For 25 years Audi have made quattro for their cars, and now they’ve made the car for quattro – the Audi Q7.

Our task was to encourage potential buyers to book a test drive, by creating a highly engaging Q7 brand experience. The potential buyers were all people from Audi’s database who had expressed an interest in Q7 in the past.

360 exterior view of car

We created the Audi Q7 CD-ROM. This was a first for Audi.

The CD-ROM is personalised for each and offers users an engaging and interactive experience, telling you everything you need to know about the new car. It offers rich interactive zones both inside and outside of the car: you can navigate around a 3D version of the Q7, with key product features highlighted. It also features content from Audi Channel; downloads for your mobile phone and computer and the opportunity to find out more about Audi.

Once you’re inspired enough to book a test drive, there’s no need to fill out any boring data capture forms. If you’re already online, all you need to do is click a button and it’s booked. If you’re not online, you’re asked to connect to book and to experience the full impact of the CD-ROM.

The added benefit for Audi is that this piece of work is entirely trackable. We’re not just measuring test drive requests and click-throughs to the website, but also tracking how people interact with each section (i.e. what content is most compelling), and how long they spend in each area.

360 hotspot detail

360 interior view of car

Mobile brochure download

2000 – British Airways

I worked to maintain & refresh the site content.

British Airways were market leaders with regards to the size and scope of their dedicated recruitment portal; and their strategic vision to convert all European recruitment online by 2004.

Our agency produced an integrated campaign for the launch, requiring the Interactive team to work in close consultation with all other service lines on the account.

Our team also worked closely with third parties suppliers to British Airways, who implemented the Applicant Tracking System.

2000 Career Site Flash Intro – www.britishairwaysjobs.co.uk

2000 Career Site Home Page – www.britishairwaysjobs.co.uk

2000 Career Site Search Page – www.britishairwaysjobs.co.uk

Interactive Game – Flight Simulator

Careers Brochure

Press Ad

Response Post Card

2003/4 – Hertfordshire Constabulary

I’ve lead the development of the following recruitment & training materials for Hertfordshire Constabulary in 2003/4; dedicated recruitment website, webcard and Fitness CD ROM.

Both the webcard and Fitness CD Rom were nominated in 2004 for the CIPD Recruitment Marketing Awards (Chartered Institute of Personnel and Development), in the “Best Interactive” category.

The website was redeveloped to bring the online brand inline with the new campaign “A Life Less Predictable”, and developed to meet AA (Level 2) WAI (Web Accessibility Initiative) Accessibility Guidelines. The web project also featured development of a Content Management Tool (possible to see in one of the graphics further down this page), that allowed staff to maintain news stories and job vacancy postings to the site and as features on the home page. Since redevelopment the website returned more response in the first week than the previous version had over time; the majority of response for vacancy enquiry is now received via the website.

Home Page – www.herts-recruitment.police.u

Downloads/Screen Saver Area – www.herts-recruitment.police.uk

Accessibility Page – www.herts-recruitment.police.uk

Content Management Tool – www.herts-recruitment.police.uk

The webcard has also been redeveloped inline with the website creative, it is in essence a paired down version of the website, provided to candidates when they attend recruitment events. Due to the nature of the webcard, it contains cinema commercials, additional animation, screen savers and quizes; some of which are not possible to support for a majority of audiences via the web.

Webcard – About Us Page

Webcard – Police Staff Profile Page

The Fitness CD ROM was redeveloped in response to the recent changes by the Home Office to fitness levels required to pass the test and to improve the failure rate that was being experience amongst women candidates. This product has proved so successful Hertfordshire Constabulary now possess the highest intake of female candidates nationally. The CD ROM was developed to sit within a suite of brochurewear given to candidates during the recruitment process. It contains footage of the tests, advice from the fitness trainers and aspirational messages to inspire candidates to maintain fitness levels throughout their careers with the force to be eligable for elite positions such as the PSU, Dog Handlers and Firearm divisions.

Fitness CD Rom – Grip Strength Test

Fitness CD Rom – Motivational Content, Dog Handling Unit

2003/4 – Tesco Debut

The Debut brand was developed for the youth market – 16-24 year old in 2003, and launched across a suite marketing materials, such as; websites, t-shirts, buttons, posters, stickers, welcome packs, membership cards etc.

The brand was established to counter this demographic’s existing perception of Tesco as a future employer. The focus of the brand was to develop an instant repore with the age group and promote the range of opportunities on offer by Tesco from Head Office through to Store.

The initiative centred on development of an external recruitment site to attract talent and an internal Club site to assist identification of the existing student population for future graduate schemes. The Club site was nominated in 2004 for a CIPD Recruitment Marketing Award (Chartered Institute of Personnel and Development) in the “Best Internal Marketing Campaign” category.

The external Debut recruitment site offers areas for promotion of graduate schemes, student jobs, and school leaver opportunities; the graduate sections have been the main focus of the project to date.

External recruitment site
Debut – Home Page, www.tesco.com/debut

External recruitment site
Debut – Graduate Profile Page, www.tesco.com/debut

The internal Club site has been developed exclusively for Tesco employees within this target audience, and features member benefits such as discounts & special offers, information pertinant to student employees, training and development information, self development projects etc. This philanthropic vision was supported by Sir Terry Leahey so as to provide something back to Tesco student employees & assist them to become the best they can.

Internal site
Debut Club – Home Page, www.tesco.com/debutclub

Internal site
Debut Club – Discounts & Offers Page, www.tesco.com/debutclub

Internal site
Debut Club – Employee Training Programme Page, www.tesco.com/debutclub

A viral marketing tool initiative spans both sites, in the form of an interactive challenge called the Quest for Success. This game requires members to register their details and provide permission for Tesco to market back to them regarding prospective job opportunities. The tool has provided Tesco with permission from 3/4 of their registered members who they can now promote future vacancies to. The game also features an administration tool so the questions & answers can be updated by the client, providing added value, a longer life span for game and added stickness to the site.

Interactive Challenge (Viral/Candidate Marketing Tool)
www.tesco.com/questforsuccess

Quest for Success Online Game – “TextMania”
www.tesco.com/questforsuccess