Bartle Bogle Hegarty, London
- 60 Kingly Street Soho
- London W1B 5DS
- United Kingdom
- Phone: 020 7734 1677
- Fax: 020 7437 3666
- Country Phone Code: 44
- Website: www.bartleboglehegarty.com
New Audi campaign Heralds revolution in advertising
February 25, 2013
Augmented reality app Blippar showcases new generation Audi R8 on smartphones
Audi UK is launching its first-ever augmented-reality print advertising campaign, created by BBH. Smartphone users can get a closer look at the high performance, 550PS engine in the new generation Audi R8 V10 plus, and watch an exhilarating video of the supercar at full throttle.
By downloading the free image-recognition app, Blippar, users will be able to point their phone at print and poster advertisements of the car, instantly bringing 2D photographs to life with a film that automatically starts playing on their handset.
The innovative campaign - entitled 'Evolution on the outside, Revolution on the inside' - showcases beautifully shot images of the thumping 5.2-litre V10 FSI powerplant in full view with the rear body panels removed, and the accompanying Blipp film administers an aural adrenalin rush of flat-out acceleration from rest on a rolling road setup.
"The new Audi R8 V10 plus pushes boundaries in terms of performance and innovation, so naturally we wanted to communicate with our potential customers in a similarly ground-breaking manner," explains Kristian Dean, National Communications Manager for Audi UK.
"The use of Blippar technology allows people to interact immediately with the car, and get under its bonnet in a way they simply would not be able to do with a 2D advertisement alone. The new video content gives car enthusiasts the opportunity to hear the R8 V10 plus being taken to the red line.
"Augmented reality opens up a whole new world of marketing potential, and will only become more exciting as more brands embrace apps such as Blippar. Audi is proud to be one of the first major brands to utilise this new technology – an approach in keeping with the company philosophy of Vorsprung durch Technik."
The campaign will launch on Monday 25 February and comprises interactive press, outdoor and digital executions, supported by social media activity.
Guardian News & Media Ad Campaign Marks New January Marketing Direction
January 11, 2013
Guardian News & Media (GNM) is for the first time launching a January advertising campaign to champion its weekend newspapers.
The tongue-in-cheek campaign, entitled ‘Own the Weekend’, will form a major part of GNM’s 2013 marketing strategy, and marks a new, bold direction for the Guardian’s January marketing approach which has, in previous years, focused primarily on promotional giveaways.
The campaign, which has been devised by award-winning creative agency Bartle Bogle Hegarty (BBH), will consist of a series of outdoor, press and digital ads, as well as a three-minute film fronted by Hugh Grant. Grant was not paid for his involvement in the campaign.
The film - directed by Tim Godsall and produced by Biscuit Films - is a pastiche of a Jerry Bruckheimer blockbuster trailer and communicates the campaign message of ‘owning the weekend’ through a series of spoof scenes. The three-minute film will run in its entirety on digital channels (guardian.co.uk and YouTube), and will be shown as 60 and 30 second cut-downs in cinemas throughout January and on Video on Demand.
‘Own the Weekend’ will take a sideways look at weekends, with the satirical premise behind the new campaign being the Saturday Guardian and The Observer produce such exciting, varied and rich editorial content that the newspapers effectively ‘own the weekend’. This concept will be communicated via a variety of media which will all include the strapline ‘We Own the Weekend’, and will feature established Guardian weekend editorial supplements, including: ‘Review’, ‘Weekend’, ‘Observer Food Monthly’ ‘New Review’, ‘Observer Magazine’ and ‘Guide’, as well as highlighting the launch of a new weekly section, ‘Cook’.
Cook is a brand new 16-page g2-sized supplement which will be packed full with quick and easy recipes, and will bring together a range of regular food and drink features. Cook will come free with Saturday Guardian, and will feature in the Guardian and Observer iPad edition and Guardian Kindle edition, starting from 12 January.
The campaign will be supported by promotional activity including nationwide sampling of Saturday Guardian and The Observer content including highlights from ‘Cook’ and social media activity promoting ‘Own the Weekend’ on Twitter and Facebook, and continues GNM’s new bold and innovative approach to marketing following 2012’s ‘The Whole Picture’ campaign, also created by BBH. The Whole Picture was one of the industry’s most successful brand campaigns last year, winning a string of awards including a series of prestigious Gold and Silver Lions at Cannes, a gold in the Film category at Campaign’s Big Awards and 'Ad of the Year' at the Adweek awards.
David Pemsel, Chief Commercial Officer, Guardian News & Media, “We wanted to continue last year’s marketing successes by experimenting with a new, bold approach to January marketing in 2013. We're delighted to have Hugh Grant on board, helping us create a fun and irreverent style which taps into the spirit of our weekend papers. By championing the award-winning editorial content produced in Saturday Guardian and The Observer each week, we believe the new campaign promotes our newspapers as the very best that the weekend has to offer.”
David Kolbusz, Deputy Executive Creative Director, BBH London, said: "The Guardian is not a particularly shouty brand and yet we had to find a way to send a message - loud and clear - about the superiority of their weekend offering. Satire proved to be the best avenue for undertaking this Herculean effort. Hopefully we've managed to create a piece of communication that is as informative as it is entertaining."
Guardian News & Media (GNM) is for the first time launching a January advertising campaign to champion its weekend newspapers.
To promote the launch of Cook, the Guardian is also launching a competition to find ‘Guardian home cook of the year’. Please find further information on Cook here. Further information on Cook can be found here.
About the brand campaign
The 180 second-long video premiered online on guardian.co.uk and YouTube on Thursday 10 January . The video will be available on 40D on Friday 11 January.
A 60 second-long video will premiere in cinemas on Friday 18 January and will be shown throughout January. The advert was filmed by Biscuit Filmworks and directed by Tim Godsall.
Outdoor advertisements will feature on digital escalator panels and LCDs in key London underground and mainline stations. Press advertisements will run in the Guardian and The Observer. The bought media has been handled by PHD, the media buying agency that won Campaign’s Media Agency of the Year, 2011.
Hugh Grant was not paid for his involvement in the campaign.
BBH launches "Home for Christmas" digital Initiative to raise vital funds for Barnardo's
December 18, 2012
Campaign utilises 3D printing to build personalised snowglobes in fight against homelessness
BBH has this week launched a website, www.homeforxmas.org, which aims to raise money for children’s charity Barnardo’s to help fund their work with young people and support the fight against homelessness this Christmas.
The campaign aims to remind people of the joy of being home for Christmas, at a time when thousands of young people spend the festive period without somewhere safe and stable to live.
Visitors to the site, which has been created by BBH with animation by The Mill, will be able to pledge a donation of as much or as little as they can (including a free to enter option) to help Barnardo’s in their fight against homelessness. In return, BBH will show their appreciation by selecting an entrant each day and making a snow globe containing a replica of their home. The site will be live until Friday 21st December.
The intricate scenes inside the snow globes will be designed by a skilled 3D designer, based on the winners’ own home and street. The designs will then be brought to life using a 3D printer. Visitors to the www.homeforxmas.org site will also be able to view a short film, which has been produced and directed by The Mill, about the 3D printing process.
Barnardo's works with homeless families as well as young people who are homeless or living in insecure accommodation. They help the most vulnerable and disadvantaged young people turn their lives around.
Dominic Goldman, Creative Director at BBH comments: ‘We wanted to help raise awareness for this terrible problem in a different way. The combination of a simple donation and address entry, in return for the possibility of a beautiful bespoke 3D printed snowglobe of your home, seemed appropriately festive and hopefully technologically fresh.’
KFC collaborates with leading artist and circus school to launch acrobatic ad campaign for Krushems
December 3, 2012
KFC is launching a new commercial as part of a £4m TV campaign called ‘Feel the Krush’, to promote Krushems, its range of thick and creamy drinks full of real bits of well-loved confectionery. The 60-second TV spot for Mint Aero Krushems – which launches on Monday 3rd December – has been choreographed by renowned Austrian artist Willi Dorner, and features acrobats from leading circus school ZipZap.
The ad, created by BBH and directed by multi-award winning director Bastian Glaessner, is inspired by Dorner’s ‘Bodies in Urban Spaces’ project, which is famous for featuring human bodies squeezed into nooks and crannies in towns and cities. In the commercial, ZipZap students dressed in an array of vibrant colours form a variety of weird and wonderful gravity-defying human structures in everyday urban locations such as bus stops and shop windows. The acrobats provide a dynamic and energizing way of bringing to life the feeling of having a Krushems, and the unique style of the advert reflects Krushems’ distinctive taste and texture.
ZipZap is a Cape Town-based circus school which provides free circus training to teenagers from disadvantaged backgrounds, including at-risk youth from townships around the city. The school plays an important role in the fight against HIV by empowering young people affected by the disease, and giving them the chance to express themselves through social circus.
Jennelle Tilling, Vice President of Marketing, KFC UK & Ireland, said:
“Krushems has become a £20m brand for us since it launched in 2010, and this campaign brings to life the fun and dynamic personality of the brand, as well as reflecting how it feels to experience the indulgent taste and intensity of the drink.
“ZipZap were a perfect partner for us because we too feel passionately about helping young adults by furnishing them with skills that will benefit them in the future. They do some inspirational work so we were delighted to work with them.”
The Krushems range is available in five flavours; Maltesers, Oreo, Strawberry Shortcake and Milkybar, and a new mint Aero flavoured thick and creamy drink full of real bits of mint Aero chocolate. The ‘Feel the Krush’ campaign will run into 2013, and will run across more new flavours throughout the year.
Since 2010, KFC Krushems has sponsored 4Music TV show The Crush, a monthly music hosted by T4 presenter Will Best, featuring music, news and interviews with the biggest names in pop music.
Barclaycard launches its new interactive campaign
November 8, 2012
Innovative new Christmas campaign brings together TVC, Shazam and augmented reality for a fully integrated campaign
Barclaycard is launching its biggest integrated campaign on the 10th November featuring a 90" TVC, innovative use of technology and a partnership with Great Ormond Street Hospital Children’s Charity.
The campaign is an exciting big step for the brand as it is the first time that augmented reality (AR) and Shazam have been used in conjunction with one of its campaigns.
Celebrating how Barclaycard makes it easy to pay for things, the campaign features a ‘Dad’ struggling to pick the right toy for his son at Christmas. The ‘Dad’ is helped by a toy named ‘Mr. B’, voiced by James Corden, in his magical toyshop world, where hundreds of Toys are brought to life to try and impress Dad.
The integrated aspect of the creative takes the campaign one-step further encouraging consumers to interact with the campaign beyond the TV. Consumers can interact with the TVC by opening the Shazam app on their smart phone and tagging the advert. Every time someone wins a prize through the advert using Shazam, Barclaycard will donate £5 to Great Ormond Street Hospital Children’s Charity, this will contribute towards a minimum of £15,000 being raised to support the accommodation for parents with children being treated at the hospital.
The creative behind the campaign is ‘Making paying easier’, showcasing Barclaycard’s contactless and mobile payment solutions, and was developed by advertising agency, BBH. The AR and Shazam elements were produced by digital agency, Dare. The campaign is also supported by Maxus for media and Mission for PR.
The production process involved Gorgeous, Passion Pictures, Framestore and director, Chris Palmer, who used a combination of production techniques to bring the hundreds of toys to life. All the toys used in the shoot were donated to charities including, Women’s Aid, The Children’s Society and the Kid’s Company. The advert also features a cameo from Joanna Lumley as the voice of one of the characters.
The AR game, Toys Unleashed is a free download available from the Apple App store, which features characters from the campaign. From the 16th November consumers can play with a trio of characters from the advert that seemingly spring into life in the palm of their hand.
Gary Twelvetree, Global Brand Director at Barclaycard, said: “There can be nothing more daunting for a young father than walking into a toyshop at Christmas time trying to find that perfect gift and we wanted to bring that to life in a really engaging way. We’re really excited about the innovative use of the AR game and Shazam in the new campaign.”
The campaign launches for the first time on Saturday, 10th November 2012 on ITV1 during X Factor. On Sunday 11th November, the advert will be aired during the X Factor Sunday results show and people will be able to use Shazam on their phones to enter the competition.
To see the campaign go to http://www.facebook.com/barclaycard