DLKW Lowe creates the world’s first miniature campaign for the new LEGOLAND® Windsor Resort Hotel
March 30, 2012
London - March 30th 2012:- The LEGOLAND® Windsor Resort opened its doors for the 2012 season earlier this month, with the addition of a new hotel, giving people the chance to stay in a choice of Pirate, Adventure or Kingdom LEGO themed rooms.
To celebrate, the LEGOLAND Windsor Resort has teamed up with London ad agency, DLKW Lowe, to create a new billboard campaign – in minature, promoting the Resort’s mini breaks offering. The billboards are a fraction of the size of standard 6 or 48 sheet advertising, and are all made from LEGO.
The foot high billboards will appear in and around train stations, encouraging public engagement and interaction. They will also be placed near to life size actual billboards.
DLKW Lowe has also made a short film using the mini ads, which will be released on youtube following the activity on Friday.
Tom Knox, CEO of DLKW Lowe, said “The opening of the new hotel at LEGOLAND Windsor Resort is a great opportunity to promote mini- breaks to LEGOLAND and the idea of mini posters made of LEGO seemed to us the perfect brand fit.”
Paul Harvey, Sales and Marketing Director at The LEGOLAND Windsor Resort, added, “LEGOLAND Windsor Resort is well known for its Miniland attractions which now includes the newly launched LEGO® Star Wars™ Miniland Experience – all of which use the power of ‘minature’ to attract and entertain our guests. The DLKW mini billboard campaign is a quirky, playful way of promoting our mini breaks packages.”
This is the third phase of the LEGOLAND Windsor Resort’s marketing for the year so far, which began in early March with a new Global TV campaign, showcasing the breadth of rides available at the park, inviting all ages to come and ‘Play their Part’ at the resort. In addition to this, DLKW Lowe also recently launched a new campaign dedicated to the new LEGO® Star Wars™ Miniland Experience. These Star Wars™ themed 6 sheet advertisements are now running on the tube with additional radio commercials and online activity.
Microloan Foundation Launch Live Donation Digital Poster Campaign
February 22, 2012
The Microloan Foundation, a UK charity providing small business loans to women in sub-Saharan Africa, is launching an innovative live donation digital billboard campaign at Westfield London, Shepherds Bush this weekend.
Created by DLKW Lowe, the campaign asks the public to donate via SMS to activate the creative on screen and receive a personalised on-screen thank you message.
The screens will show an incomplete image of a smiling African woman constructed entirely from pennies. Users will be invited to participate with message: “Your small change can make a big difference in Africa. See How. Text CHANGE and your NAME to 70777” Users will then donate a fixed amount by text and each donation causes a new batch of coins to fall into place on the poster image until eventually the picture of the smiling woman is complete.
Completed images appear on penniesforlife.org.uk where donors can look up their contribution and see their coins tagged within the image. Donors can then share their contribution with friends via Twitter, Facebook or email.
Peter Ryan from The Microloan Foundation commented: “We are delighted by this campaign, it is highly innovative, interactive and we hope will attract a lot of new donors to support our work”
Greg Delaney from DLKW Lowe said: “The beauty of this idea is not just that it uses innovative digital and mobile technology to allow you to interact with the poster, it harnesses this for a great cause - deepening engagement and strengthening the relationship between donor and recipient.”
Digital production and technical build was coordinated by Grand Visual, with SMS monitoring and integration managed through their OpenLoop platform. 3D motion graphics were produced by Absolute with website design and build by United Studios.
The MicroLoan Foundation were awarded £50k worth of media spend for the idea in last year’s ‘The Art of Outdoor Digital Competition’ hosted by Ocean Outdoor.
The campaign runs from the 25th - 26th February 2012 as a weekend domination on Ocean Outdoor’s Southern Terrace digital poster site at Westfield London.
Dan Dawson, Digital Director at Grand Visual commented: “The genius of this campaign is in its immediacy and responsiveness. It encourages the public to participate in the ad itself and personally thanks them for their involvement. Online assets extend the life of the campaign and builds awareness via social networks.
Burger King launches first ever Festive Menu with new integrated marketing campaign
November 29, 2011
Burger King Ltd has launched its first ever Festive Menu for Christmas 2011 with a series of TV adverts by OPEN and DLKW Lowe* themed around treating yourself with an extra special indulgent gift this Christmas. The advert will break during ITV1’s UEFA Champions League Live coverage on 23rd November, and will also be seen in popular shows such as I’m a Celebrity Get Me Out of Here, The X Factor, Misfits and An Idiot Abroad.
The TV campaign will be supported by in-restaurant POS designed by OPEN, as well as online Facebook activity by digital agency Pancentric.
The Festive Menu, available until Monday 2nd January 2012, sees the return of the ever-popular Steakhouse Angus, which is accompanied by the brand new Cranberry Chicken Tendercrisp, Jaffa Cake Fusions Ice Cream and Hot Chocolate Brownie.
Jo Blundell, Marketing Director for Burger King Ltd. in the UK and Ireland says, “We’re continuously leading the way with the best quality burgers on the high street and this Christmas is no exception. This is a time for tasty, indulgent treats and the Festive Menu won’t disappoint, tantalising taste buds and giving customers the chance to indulge in the festive season.”
Notes to editors:
*This concept was devised by below-the-line agency OPEN and executed above-the-line by sister agency, DLKWLowe. New advertising agency CHI & Partners will be implementing above-the-line creative from 2012.
DH launches national campaign to tackle dementia
November 15, 2011
The Department of Health has launched a national advertising campaign, created by DLKW Lowe, urging people to spot the early signs of dementia and to get early diagnosis.
The £2million campaign will feature TV, radio and print ads and was executed with the support of the Alzheimer’s Society. The TV launches on the 7th of November, and the press campaign launches on 14th November. The TV advert, directed by Neil Harris, tells the story of a daughter who becomes concerned after noticing her father’s memory problems and encourages him to see the doctor. An early diagnosis means she can keep the dad she knows for a little longer, because he can now get the right treatment and support.
Charlie Snow, Director of Strategy at DLKW Lowe, said:
“The campaign reaches out to anyone worried about a loved one's memory loss - a key sign of dementia. It invites them to acknowledge the problem, have the difficult conversation, and encourage their loved one to see the doctor.”
Sheila Mitchell, Deputy Director of Marketing at the Department of Health, said:
"Last year's campaign ‘I have dementia - I also have a life’ was incredibly successful and showed that there is a real opportunity to change people's misconceptions about dementia through campaigns like these.
"With this campaign we've moved on to raising awareness of the symptoms of dementia - the FAST stroke campaign proved how successful this approach can be and it's also the focus of our recent cancer early signs & symptoms campaign.
"Symptoms of dementia can be hard to communicate and we know that people's fear of this illness could act as a barrier to seeking help. DLKW Lowe has once again developed a sensitive approach to tackling a very difficult subject."
TVC airdate is: 7th November 2011
Freddie Flintoff and Bruce Forsyth come to Morrisons for Christmas
November 2, 2011
Morrisons' Christmas TV advert will launch this weekend with a host of high profile faces. Premiering during Sunday night’s X Factor, the campaign shows Freddie Flintoff building a Christmas market with the help of some well known friends, including the nation’s favourite Bruce Forsyth.
Directed by Paul Weiland and filmed in Kingston-upon-Thames, the 60 second advert shows Freddie and his team of helpers transforming the empty market square into a bustling festive haven. The advert follows Freddie as he helps set up the stalls, decorate the Christmas tree and sample the delicious festive banquet. As day turns to night and the market is lit up, Freddie boards a large ferris wheel to marvel at his handwork and discovers Bruce on the carriage in front, enjoying some ‘Good Game’ Game Pie!
Following the launch of Morrisons ‘M Kitchen’ range in October which saw Aldo Zilli, Atul Kochhar, Pierre Koffman and Nigel Haworth prepare signature dishes for the retailer, the chefs also feature in the Christmas advert, serving the food to Freddie. And we mustn't forget ‘the Christmas quiche’ which is served by Bobby the young star ofMorrisons’ summer campaign, who has attracted his own large following of fans.
The advert took seven days to shoot and isMorrisonsbiggest ever TV campaign. Produced by DLKW Lowe the advert brings to life the supermarkets’ ‘Market Street’ which shoppers can find at everyMorrisonsstore. Not only can shoppers find the freshest products every day but also specially trained staff who can give helpful advice on preparing, cooking and serving festive food. Thanks toMorrisons’ new Executive Chef,Neil Nugentand his team of trained chefs, shoppers can also discover a fantastic range of new products to suit every Christmas occasion.
James Condon, Marketing Director forMorrisons, said: “At Christmas, more than any other time of the year, shoppers are on the look out for fantastic quality food to share with their friends and family. Through the Christmas advert our aim has been to bringMorrisons’ delicious festive offering to life in a fun and cheerful way which Freddie helps to deliver perfectly. Whether it’s a British turkey or Game Pie,Morrisonspride itself on the fresh, tasty food it offers and we look forward to helping customers with their Christmas shop.”