THETRAINLINE.COM ENLISTS 80'S POP LEGENDS TO MAKE A SONG & DANCE ABOUT TRAIN TICKETS
May 10, 2011
Leading independent rail ticket retailer thetrainline.com has launched an attention-grabbing new advertising campaign designed to help UK train travellers remember where to go to save money on train tickets.
Created by DLKW Lowe, the campaign features 80's pop legends Black Lace performing a unique thetrainline.com version of their catchy, top ten hit song 'Do the Conga'.
Featuring a fully choreographed Conga line with a cross-section of the Great British train-travelling public; a gold lycra clad dance troupe; fireworks; a giant mobile phone and the Kings of Catchy themselves - Black Lace - the ad is instantly memorable.
The first new creative from thetrainline.com in over two and a half years, this new campaign communicates to travellers that thetrainline.com is dedicated to helping customers to make savings on train tickets.
A series of behind the scenes films on YouTube will show 'the making of' the ad. They feature two comedians playing marketing executives from thetrainline.com who decide to bring back Black Lace to recreate a special thetrainline.com version of 'The Conga' in order to make their brand more memorable.
Iain Hildreth, Director of Marketing at thetrainline.com said, "At thetrainline.com we're dedicated to helping UK train travellers make savings on train tickets by buying in advance online. People tell us that they don't always remember to do this so our new campaign is designed to help remind them in a colourful, catchy and instantly memorable way.
"We want people to remember that they can save 43%* on average by booking on thetrainline.com and even make a saving right up to 6pm* the day before they travel. With Black Lace on vocals and that infamous dance favourite The Conga, we're confident our new campaign will certainly get that message across and encourage more people to take advantage of the savings on thetrainline.com to get out and about in the UK by train."
The campaign will also feature on radio and online including homepage takeovers on sites such as MSN, Sky and YouTube - where a special 'Choo Choob' channel has been created as a hub for additional content to support the creative.
The first TV ad in the campaign breaks on 30 April during Britain's Got Talent on ITV1 followed by supporting 10 second spots.
Thetrainline.com has developed this new campaign alongside its creative agency DLKW Lowe; media agency Vizeum and PR agency Seventy Seven PR.
Halfords Launches New Brand TV Campaign ‘That’s Helpful That’s Halfords’
April 14, 2011
This week Halfords will be launching its “That’s Helpful That’s Halfords” campaign with two 30 second TV adverts designed for British families wanting to get away this Easter and make the most of the extra Bank Holidays and improving weather.
Both commercials were written by creatives Jackie Steers and Ira Joseph of DLKW Lowe and directed by Paul Gay of Hungry Man. The campaign positions Halfords as a helpful retailer in tune with customers needs, by packaging Halfords range of quality products, great prices and unique in-store services – such as fitting of roofboxes, sat navs and free bike building – under the banner of helpfulness.
‘Croc’ is the first ad on air – to take advantage of the impending Easter getaway – showing a mum’s novel method to get her sedantry family out of the house to enjoy the great outdoors, enabled by Halfords great deals on a roofbox, cycle rack and Sat Nav and their unique fitting servcies. The endline ‘That’s Helpful, That’s Halfords’ is surprisingly delivered by mum’s amphibious accomplice.
The second spot, called ‘Old Bikes’, shows a family setting off on incredibly old and rusty looking bikes only to see them fail spectacularly, resulting in their need for new bikes and therefore a trip to Halfords, where they are greeted by helpful staff who show them a range of quality bikes, great deals and a Bikehut mechanic who builds, fits and safety checks them for free. The ad closes on the happy family on their new bikes enjoying a sunny cycle ride, with the child’s toy delivering the endline ’That’s Helpful’.
Gerry Murphy, Group Brand Marketing Director for Halfords commented “I’m really excited about the ‘That’s Helpful’ campaign. I think it’s such a simple concept which will mean so much to our customers. The campaign is the start of a strategic commitment from us to our customers around us delivering helpfulness, not just in our advertising, but everyday in our stores.
Lynn Murphy, General Manager Marketing, added ‘That’s Helpful That’s Halfords’ is our bold new advertising strapline, but it’s more than that. It’s how we want to be to our customers. We want to be famous for being helpful. Through our great deals, quality products and in particular our unique and helpful services such as ‘We Fit, We Build and We Assemble’.
The first advert ‘Croc’ launches on Wednesday 13th April 2011. The second ad ‘Old Bikes’, breaks on Saturday 16th April 2011.
DH launches new campaign to tackle dementia
March 4, 2011
The Department of Health has launched a new advertising campaign, created by DLKW Lowe, urging people to spot the early signs of dementia and to get early diagnosis.
The £1.2million campaign will feature TV, radio and print ads and was executed with the support of the Alzheimer’s Society. It launches on the 4th of March in two pilot regions - North West and Yorkshire & Humber - with a view to a national roll-out if successful. 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.”
Sian Jarvis, Director General of Communications 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: 4th March 2011
Marie Curie launches its "Great Daffodil Appeal" on TV
February 28, 2011
Marie Curie Cancer Care is airing its first ever commercial for TV and cinema this March to support its annual Great Daffodil Appeal. DLKW Lowe created the spot which features Alison Steadman, whose mother who died from cancer was cared for by Marie Curie nurses during her final months. The campaign highlights the daffodil as the emblem of the charity and the actress explains that she wears hers as a thank you to those nurses for their support. She asks “What does your daffodil say?” as viewers are asked to show their support for the charity by wearing a daffodil, whatever their reason.
Marie Curie’s Great Daffodil Appeal takes place every March with collectors giving out daffodil pins nationwide in exchange for a donation. The campaign seeks to raise awareness for the work of the charity. Marie Curie Nurses provide end of life care to patients in their own homes. The charity’s nine hospices provide expert care and the best possible quality of life, totally free, for people with cancer and other illnesses
The ad was produced with thanks to Alison Steadman, John Hollis at Nice Shirt Films, the sound studio Scramble and Pearl and Dean who generously donated their time and resources and enabled Marie Curie to make the film.
TVC airdate is: 1st March
E.ON encourages the country to get 'energy fit'
November 8, 2010
On Monday 8th November, E.ON is launching a major new campaign to encourage the country to get energy fit.
Created by DLKWLowe, the campaign sets out to promote the launch of eonenergyfit.com, a new website that provides personalised energy efficiency advice with tools that allow users to enter detailed information on energy use.
The campaign launches with a 40” commercial, directed by Jim Lefevre of Nexus Productions and features a pair of loveable animated mice who are displeased by human’s energy saving measures impacting on their comfortable life. The energy saving measures, inspired by eonenergyfit.com includes the implementation of draft excluders limiting the mice’s access under the door and their draughty little mice holes being filled up with cavity wall insulation.
The mice characters, playing the role of saboteurs are played by Jim Broadbent, who stars as Major Mouse, and Mark Maier who plays his sidekick Riley. They are searching for ways to evade their human neighbours.
The TV is part of a fully integrated campaign including radio, online, press and outdoor advertising.
The first advert launches on Monday 8th November 2010, at 7.45pm during the mid-break of Coronation Street on ITV1.