CERTAINTY IS… CAMPAIGN SUMMARY They say only death and taxes are certain… In 2009, ‘uncertainty’ was a word that neatly coined the UK economy and broader global market. There really wasn’t much to smile about with a double dip recession looming and a frugal Christmas just having passed.
So how (and why!) would I create a campaign to play off this generally overriding negative backdrop? Knowing the power of a cross track poster, I believed there was a couple of certainties in life that I could draw on that would put a smile on the face of the commuter across the platform as well as the media planner looking for a reliable, effective media platform to buy for their client. I would do this by: • • •
Reminding consumers (who are also our trade audience) of some of life's humorous certainties Show planners how effective Tube posters are at engaging and involving an audience, thereby generating talkability Highlight at a time when banks, papers and industries are going down ‘the tube’, that posters will always be here
Campaign concept and copy were written and devised by Mike Hemmings – no agency involvement MIKE HEMMINGS
CAMPAIGN CREATIVE
MIKE HEMMINGS
CAMPAIGN CREATIVE
MIKE HEMMINGS
CAMPAIGN CREATIVE
MIKE HEMMINGS
CAMPAIGN CREATIVE
MIKE HEMMINGS
CAMPAIGN CREATIVE
MIKE HEMMINGS
CAMPAIGN CREATIVE
MIKE HEMMINGS
CAMPAIGN CREATIVE – 4 & 6 SHEETS
MIKE HEMMINGS
CERTAINTY IS…
“Enjoying your current campaign at Goodge Street. The tone of voice and it keeps you on the radar” Nicki Hare – Managing Partner - Walker Media
“Love the new campaign - which agency did you use?” Mark Middlemass, Managing Partner, Universal McCann
My favourite trade ad of the year is one that hit me as a general commuter, but one that made me feel glad to work in advertising . The “certain is “ campaign on cross tracks run by CBS earlier this year bought a smile to my face every time a saw one of the witty, long copy executions. Interestingly at a time when the naysayers are saying consumers are opting out of advertising through technology I often found myself as part of a crowd on a platform simultaneously consuming theses ads. “ Greg Grimmer, Founder, HMDG
MIKE HEMMINGS
CERTAINTY IS… TACTICS AND RESULTS SUMMARY • • • • • • •
Conversational certainty copy on 48/4/6/12/Showcase Square, LED Bus, Supersides & XTP formats around key agency station with a domination of Goodge Street (changed at least twice through Q1) Hard copy mailers to all customers welcoming them back to work Email competition for their own certainties in 09 Engage with bloggers and journalists PR Full supporting sales presentations Branded ticket Wallets and Oyster card for our clients to cater for reduced taxi budgets and to encourage travel on our Underground network Extension of this campaign internally as well as using it as a hook for other Bus and Digital activity
Results
The talk ability and positive nature of this campaign was very well received both internally and externally – it brought together the sales team under 1 core objective and as a result, we see over £1.2m of revenue delivered in the 8 weeks after this campaign.
MIKE HEMMINGS