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
British Airways' new brand campaign delivers vision for the airline's next chapter
September 21, 2011
British Airways will unveil a multi-million pound brand campaign – its biggest in a decade - to launch the next chapter in the airline’s history.
Keith Williams, British Airways’ CEO, said: “This is a very important week in British Airways’ history. We have come through difficult times as a stronger, leaner organisation and now we’re investing more than £5 billion over the next five years in improving what we offer to our customers. Our new campaign is a symbol of our confidence and uses our coat of arms and its motto, To Fly. To Serve. This phrase has real meaning and resonance for today. It describes the purpose of British Airways. It encapsulates our expertise for flying and our commitment to customer service. It underlines how we are putting the customer at the heart of everything we do.”
Frank van der Post, British Airways’ managing director, brands and customer experience, said: “This campaign has real substance. Not only are we investing heavily in tangible improvements to the customer experience, earlier this year we launched an internal programme to engage with our staff. We’re working with our cabin crew, listening to their views and giving them tools, such as iPads, to enable them to deliver even better service. The technology teams are working to deliver more customer-friendly improvements to our website and apps. The airport team is developing more services for premium customers. The catering team is revamping the menus and the wines. All these changes are being delivered now and we have even more plans for the future. The whole airline is delivering on our promise, To Fly. To Serve.”
In a first for British Airways the 90-second ad, developed by the airline’s retained agency, BBH, will premiere on British Airways’ Facebook site: www.facebook.com/britishairways at 11am on September 21. This follows an online ‘teaser’ campaign over recent weeks, which culminates with the TV version on September 19, 20 and 21 on Channel 4.
The advert, which features thirteen British Airways staff, showcases British Airways’ dedication to flying since the first aviators took to the skies in the 1920s. A succession of pilots “who skimmed the edge of space, the edge of heaven, the edge of dreams” are shown through the ages until the British Airways of today. The advert finishes with the endline: To Fly. To Serve. – the airline’s motto from its coat of arms, which is stitched into the lining of every BA uniform.
This is the first time the airline has used social media to premiere an advert. Its television debut will take place on Channel 4 during Grand Designs’ first advert break. It will almost simultaneously run on E4, More4, Film 4 and 4OD. This will be followed by slots in programmes such as Xfactor, Downton Abbey, the Rugby World Cup and UEFA Champions League. Slots will include a 90 second launch and then 60 second breaks. Media has been bought and planned by Zenith Optimedia.
The TV advert will run alongside a national print campaign introducing To Fly. To Serve. The airline’s ability to handle precious cargo is highlighted using images of an orang-utan and a human heart. Another focuses on the fact that British Airways engineers have an average of 20 years experience each and there’s a new apprentice programme under way. The final execution focuses on the level of medical training that BA gives to their staff including how to ensure a safe birth in the air. The campaign will be seen at Heathrow and Gatwick in British Airways long term holding sites and also 96 and 48 sheet outdoor and digital sites.
BBH also developed a number of films for use with online communities. These include a teaser ad which was first viewed on September 5, various edits of the advert aimed at the flying enthusiast, fashion and advertising/CGI communities, as well as a ‘making of’ film.
British Airways’ in-house social media team have worked with BBH to seed the content to relevant audiences. BEING London created the Facebook hub, digital assets and Youtube design.
Abigail Comber, British Airways’ head of brand engagement, said: “People don’t just buy what you are, they buy who you are. It is this that drives the link between great service brands and their customers. We believe that “To Fly. To Serve.” will resonate with viewers, our customers and our staff and will reignite real pride in the British Airways brand.”
Nigel Bogle, Chairman of BBH, said: “We want to redefine what air travel should be all about with this campaign, sharing BA’s passion for flying and reconfirming its unsurpassed brilliance at what it does. To Fly. To Serve is the embodiment of that promise.”
The coat of arms has also been carefully redesigned and updated for use today by British Airways’ design management team, and design agency, Forpeople.
New Weetabix Chocolate Spoonsize Advert has the X-Factor
September 14, 2011
It's a big day for Weetabix Chocolate Spoonsize. A new advertising campaign will kick off during X-Factor this Saturday, 10th of September.
The new ad stars nine-year old UK Streetdance phenomenon Arizona Snow, ‘popping’, ‘locking’ and ‘tutting’ her way through a high energy street dance routine in her bedroom.
Weetabix Chocolate Spoonsize, a crispy spoonsize form of the Weetabix biscuit with cocoa and real chocolate chips, is the latest innovation from Britain’s most loved cereal. With the umbrella brand’s energy credentials at its core, the ad will sign off with the end line, ‘Fuel for Fun’.
Created by ad agency BBH, the ad dramatizes the role Weetabix can play in setting kids up to make the most of a busy day of fun and will run nationally over the next few months.
The campaign also includes a series of Nickolodeon sponsorship spots, social media, YouTube and online amplification activity on Disney and Stardoll.
As Arizona dances her way through the ad using a mixture of choreography and her own signature free-styling moves, a chorus of breakdancing teddy bears join the fun and a new dub-step track ‘A New World’ by Mord Fustang adds to the exciting pace.
Commenting on the new ad, Francesca Davies, Weetabix Marketing Manager, said, “These days, life is pretty busy for children of all ages. Sometimes it’s easy to forget that kids just want to be kids – they want to have fun. The new ad is designed to tap into this truth and position Weetabix Chocolate Spoonsize as a great start to the day for kids, helping them to make the most of every moment.”
Spoonsize is an extension of the successful Weetabix Chocolate brand, launched just over a year ago.
Weetabix Chocolate is valued at £9.6m, reaching 7.9% penetration (2.1m households),** and has strongly contributed to the growth of ‘healthier chocolate cereals’ which account for 85% of the £16.9m chocolate cereal growth value based on category MATs.***
Davies continued, “We wanted the advert to reflect the core values of the product – we know that kids will love it as it’s designed to deliver all the magic and fun of chocolate. Parents can feel good about putting a box of chocolate flavoured cereal on the breakfast table because Weetabix Chocolate Spoonsize is packed with Weetabix energy and has got half the sugar of the average chocolate flavoured breakfast cereal.”*
Arizona hails from Essex and beat countless other hopefuls to star in the ad. She started street-dancing when she was just five years old and has developed a street style which is clean and effortless. She is particularly renowned for her tutts. She also choreographs all her own solo and duo routines for competitions.
Dominic Goldman, Creative Director, BBH said, “Arizona’s killer dancing skills coupled with this heavy track, dramatises energy for kids' imaginations. It was a lot of fun making this ad.”
Weetabix invests £7m in Big Day Launch
July 18, 2011
It's a big day for Weetabix, Britain's favourite breakfast cereal. This weekend a £7m campain kicks off designed to position the brand as the ideal start for dealing with a busy day.
The new campaign dramatises the role Weetabix can play in setting people up for a busy day; a promise which is backed up by a brand new pack design featuring the brand’s slow release energy credentials.
Focused on the gentle rivalries that exist in all households, a series of 60' and 30' TV commercials have been created featuring a typical British family’s light-hearted debate over who has the busiest day. Created by ad agency BBH, each execution signs off with the end-line ”Weetabix. Fuel for Big Days” and will run nationally over the next few months.
Supporting the TV will be a series of nationwide radio ads, smartphone initiatives, social media and YouTube activity.
Weetabix is the brand leader in the £1.5 billion UK cereal category with household penetration at 33 per cent* and a market share of 7.8 per cent. The cereal is eaten regularly by 8.3 million consumers with 890 million bowls consumed each year.*
“Weetabix is the No.1 cereal brand in the UK and has been a great British icon for the past 80 years. However, it stands for different things for many consumers and we embarked on a key project to find that one defining piece of insight which differentiates the brand within the cereals category," said Adrian Mooney, Weetabix Head of Marketing.http://www.google.com/cse?cx=partner-pub-9300639326172081%3A5191442144&ie=UTF-8&sa=Search&q=adforum&hl=en
"At the heart of our new proposition is the fundamental truth that for most people, life is getting busier and more demanding. In research we found that in the course of a week 3-4 days will be busier than others. Consumers said to us that a big day ahead could mean a maths test, a long drive, making a presentation at work or simply ferrying the kids between activities.
"The new campaign is designed to tap into that truth and the need that all people from babies to senior citizens have for sustained energy to get them through their big day without faltering.”
Two Weetabix biscuits with 125ml of semi-skimmed milk has a Glycaemic Index of 47, making it a low GI food. Low GI foods release their energy slowly and help keep you fuller for longer.
"We want Weetabix to own that 'Big Day' moment," said Mooney. "Our aim is for Weetabix to be front of mind for consumers when they think about preparing for their busy day."
The light-hearted ads feature a family seated around a breakfast table. Each family member contemplates the busy day that lies ahead in a series of flash forward sequences. Dad, Mum, Son and toddler all seek to outdo the others as they tuck into their bowls of Weetabix.
A vibrant new design, developed by Springetts, is going into store now to coincide with the new campaign. The front of pack has been modernised and now features a prominent 'slow release energy' motif. This is explained in more detail on the back of pack under the line ‘fuel your day’.
Radio ads will run later in the year and a digital campaign will run in support of PR and other marketing activities.
"Weetabix is the backbone of British family life," said Mooney. "The brand stands for simplicity, honesty and wholesomeness and it's as good today as it always has been. We believe this new campaign will help to drive frequency and enhance our position as the nation's favourite breakfast cereal."
Dominic Goldman, Creative Director, BBH comments: "The fast pace of modern life can be exhausting; and yet it's typically English to wear your busy day like a badge of honour. We leveraged this insight and created a game of oneupmanship centred around the breakfast table, where a family compares notes whilst fuelling up with Weetabix to prepare themselves for the big day ahead."
BH & Kronenbourg 1664 move from Motorhead to Madness as Kronenbourg SLOWS THE PACE with new version of baggy trousers
June 6, 2011
Premium lager brand Kronenbourg 1664 will unveil a new advertising execution featuring legendary British pop band, Madness on Saturday (June 4). The latest ad in the brand’s Slow the Pace campaign sees the band performing a slowed down version of their iconic track, ‘Baggy Trousers’, which has been specially re-written by the band for Kronenbourg 1664 more than 30 years after it was first released. The integrated campaign will be activated through national TV advertising, a short documentary film, a print campaign and in social media with activity living in YouTube, Twitter and Facebook.
The Slow the Pace campaign is rooted in the idea that Kronenbourg 1664 is a beer that deserves to be savoured slowly. The new advert is the second in a series of unique musical experiments devised by BBH in which artists are commissioned to re-write and record a slowed down, chilled out version of one of their most famous fast tracks. The first ad in the series launched in October last year and starred iconic rock band Motörhead performing a slowed down version of their signature track, ‘Ace of Spades’.
The new advert will debut as a specially extended 2-minute execution in ITV’s live broadcast coverage of England’s Euro 2012 Football Championships qualifier against Switzerland, before appearing in shorter 60” and 30” formats. Set in an intimate and relaxed French bar, we see Madness’ frontman Suggs casually leaning over a table, singing the lyrics to ‘Baggy Trousers’ at a much slower pace than we would expect. A band member is gently playing along on the piano, whilst another joins in with an accordion and someone else strums his bass guitar. In a subtle nod to the band’s manic personality their saxophonist, who is seated at another table, is then slowly lifted from his chair by a wire attached to the ceiling fan above him. The other patrons in the bar are seemingly unaffected by the goings on and continue to savour their cool pints of Kronenbourg 1664 in the relaxed, slow atmosphere.
The short documentary film charts the the process of the band re-writing the track in the studio. All film assets will be housed on http://www.youtube.com/kronenbourg1664. The new ‘Baggy Trousers’ will be available on iTunes from June 6 and a free sample version can be downloaded at www.k1664.co.uk or http://www.facebook.com/Kronenbourg1664.
Bruce Reinders, Brands Director –Premium Lagers at Heineken UK said: “ The innovative concept behind Kronenbourg 1664’s Slow the Pace campaign has attracted significant acclaim and consumer interest with 20,000 downloads of the Kronenbourg 1664-inspired version of Motorhead’s classic track being snapped up in a matter of days of the campaign launch.Our collaboration with Madness has created an equally powerful production which captures perfectly the brand’s provenance as a premium quality French beer that deserves to be savoured slowly.”
Matt Doman and Ian Heartfield, Creative Directors at BBH, said: “For the second ad in the campaign we wanted a band that had a visual element, a theatrical side to their performance, so that we could slow things down visually as well as musically. Madness fitted the brief perfectly.”
AUDI TELLS STORY OF LE MANS DRIVING EXPERIENCE IN 3D FILM
May 26, 2011
German manufacturer – which has won nine of the last 11 Le Mans 24-hour races – to premiere film during Champions League Final
The incredible feats of physical and mechanical endurance behind Audi’s decade-long dominance of the world-famous Le Mans 24-hour race have been brought grittily to life in a spectacular film that will also be notable as the first ever 3D advertisement for Audi UK.
Part of a new multi-million-pound campaign, the two and half minute film will be shown in traditional 2D and 3D formats. It will be intriguingly entitled “A Day in the Life of an Audi Driver”, and will premiere on Saturday 28May immediately before the kick-off during ITV’s live coverage of the Champions League Final between the Audi-sponsored clubs Manchester United and Barcelona at Wembley as well as in 3D on Sky’s live coverage. It will subsequently feature in cinemas nationwide alongside the final “Harry Potter” film. Collective audiences will amount to at least 20 million viewers.
“Le Mans is the biggest endurance test in motorsport and Audi is proud to be the dominant force in the race,“ says Eve Tyers, National Communications Manager for Audi UK. “Our success has showcased Audi’s cutting-edge technology both in terms of performance and reliability, and this film – our first-ever about Le Mans – shows the human side of what it is like to take part in the race and the strength of the Audi teamwork that has brought such great success over the past decade.“
The film marks the first time that Audi has used a spokesperson in its promotional campaigns and is narrated by two-time Le Mans winner Allan McNish. He explains how Audi’s dedication to perfection, encapsulated in the brand’s philosophy of “Vorsprung durch Technik” (advancement through technology), exceptional planning, team work and the driver’s remarkable skill and physical prowess have helped the German manufacturer win the 24 Heures du Mans race nine times in the last 11 years.
In the film, McNish explains how his driving expertise, allied to the trust which the whole racing team has in each other, has helped them to eliminate luck and become the dominant players in the race. His monologue is brought vividly to life by a striking combination of live action and animation, fusing traditional hand-drawn black-and-white illustrations with cutting-edge ‘stereoscopic’ 3D technology. The film features the striking new Audi R18 Le Mans racing cars, numbered 1, 2 and 3 in recognition of the Audi ‘podium sweep’ at Le Mans in 2010.
The film will be shown in 3D cinemas, in traditional 2D cinemas and in high-profile TV slots for the rest of 2011, and will also be available to download from the audi.co.uk website or the Audi channel on YouTube. It will also be augmented with a print campaign, as well as a special supplement in the Sunday Times “24”, which tells 24 stories of Audi’s famous feats of performance and technological innovation at Le Mans. Audi is also producing a special app for iPads, iPhones and other smartphones.
The campaign was created by advertising agency BBH for Audi UK by creative Directors Kevin Stark and Nick Kidney. The film was directed by Chris Hemming of Passion Pictures, with illustrations by Tim Marrs. Media planners were Mediacom.